REAN Template
Evaluate marketing activities related to reach, engagement, activation, and nurture with the REAN template.
About the REAN template
The REAN Template is a four-factor framework for mapping and analyzing various marketing activities. It helps marketing teams visualize solutions and set goals for the future.
The template is split into four quadrants — Reach, Engagement, Activation, and Nurture. Marketing teams can use these quadrants to review past projects, identify areas of improvement, and discover new opportunities for growth.
What is the REAN model?
The REAN model measures the efficacy of marketing efforts. It was first introduced by Xavier Blanc in 2006 and popularized by Steve Jackson in Cult of Analytics. Today, marketing teams use it for a variety of reasons. In fact, many teams rely on the REAN model because of its flexibility.
The REAN model can be adapted to a variety of marketing efforts, such as planning measurement frameworks, deciding on marketing objectives, mapping digital marketing channels, and creating new digital strategies.Marketing teams can also use it to develop KPIs to capture how well their marketing campaigns are working.
The four factors of the REAN model
To use the REAN model effectively, you need to understand its four main quadrants:
1. Reach measures your ability to raise awareness of your brand and attract relevant traffic to your site. For example, you might use paid ads or marketing automation to reach a wider audience.You can measure reach by tracking your impressions divided by frequency.
2. Engagement helps you understand how customers interact with your brand. Measurements include the number of clicks, your conversion rate, the average session duration, and more. A high interaction engagement rate is a good indication that your marketing activity is working.
3. Activation measures customer actions on your website. Many teams choose to measure activation through conversion metrics — for example, how many customers click the call to action. This process gives you a better understanding of the customer journey, helps you build a better relationship with your customers, and boosts customer satisfaction.
4. Nurture captures whether visitors return to your site and consume more of your content. The aim is to create a loyal audience that keeps coming back for more. Remarketing plays a big role in this process, as it targets customers who have already visited your site or bought from you in the past. You can measure nurture by tracking how previous customers engaged with your business.
How to create a REAN model using Miro’s template
Miro’s digital workspace is the perfect canvas on which to create a REAN framework. Our ready-made REAN Template is collaborative, easy to use, and customizable. Follow these steps to create the perfect REAN framework for your business:
Step 1: Select this template. Start by choosing Miro’s REAN Template. It’s free to use and intuitive, so you don’t have to spend hours training to learn how to use it. Simply sign up and jump straight in.
Step 2: Add the relevant information to the quadrants. When you’re in the template, you’ll see the four quadrants of the REAN framework. Add your key information into these quadrants so you can start your analysis.
Step 3: Share the template with your team. With all the information in the template, you can now share it with your team and any external stakeholders. They can review the template before you move on to the next step.
Step 4: Collaborate and make changes. After sharing the template, you can work with your team to discuss the information and provide feedback. This process will make sure that you’ve covered everything and that you’re heading in the right direction.
Step 5: Create a plan of action. From here, you can create an action plan for your future goals. This plan will be based on the information you’ve reviewed from past marketing activity.
How to run a REAN workshop
To host a REAN workshop, you need to understand how the process works. To give you an idea of how to prepare, here’s an overview:
Determine the actors
An actor is anyone who makes decisions about your marketing activity or performs marketing tasks. For example, financial actors are in control of budgets and spending. Business actors are the decision-makers who create business strategies. You need to know who all of these people are so that you determine who to involve in the workshop and whose approval you’ll need to make changes.
Create the REAN diagram
Use Miro’s template to bring your diagram to life and easily collaborate with your team. You can also split the quadrants of the template into slides if you want to deliver the framework as a presentation.
Discuss the quadrants
The workshop should be a collaborative process in which everyone involved discusses the different elements of the REAN framework. To encourage collaboration, take a look at some of our brainstorming templates.
Create an action plan
After reviewing the REAN framework, continue the collaboration process and use Miro's action plan templates to create a plan of action. This plan should outline what you’ve learned from the workshop and how you’ll apply this information to your future marketing activity.
What’s the difference between the REAN model and the RACE framework?
RACE is a four-step marketing framework for mapping and managing engagement activities. It stands for Reach, Act, Convert, and Engage, and it was created by SMART Insights. RACE and REAN both map and manage engagement activities, but the RACE planning framework focuses more on desired actions.
Flyer Maker Template
Works best for:
Design, Marketing
Whether it’s a client party or a nonprofit fundraiser, your event needs one key thing to be a smashing success: people to show up. That’s why promoting it is such an important part of the planning—and creating and sending a flyer is the first step. These single-page files will grab your guests’ attention and give them the key details, such as the time, date, and location (and if it’s a fundraiser, who/what the funds will benefit). This template will let you lay out text and customize a flyer design.
Event Planning Template
Works best for:
Planning, Workshops
Whether you’re planning a product launch, fully remote conference, or milestone event, the Event Planning Template will act as a visual checklist and map for all the details you need to consider before the big day. The Event Planning Template is an adaptable way to make sure the creative and strategic vision of your event doesn’t get lost in the details. By mapping out different sections - from the marketing plan, to the agenda, to snacks and swag for guests — you and your team can focus on the details most important to your functions, and collaborate as needed when overlaps occur.
UX Project Canvas Template
Works best for:
User Experience, UX Design, Market Research
Inspired by Alexander Osterwalder's 2005 business model canvas, the project canvas will help your team visualize the big picture of your UX and design projects, providing a convenient structure that holds all of your important data. This innovative tool enables you to transform an idea into a project plan, stimulating collaboration and communication between collaborators. Unlike alternative models, the project canvas is a simple interface. There are few startup costs, and employees can easily be brought up to speed to start using the canvas quickly.
Product Positioning Template
Works best for:
Marketing, Product Management, Desk Research
For better or for worse, your company’s chances for success hinge partially on your market. As such, before you start building products and planning strategies, it’s a good idea to conduct a product positioning exercise. A product positioning exercise is designed to situate your company and your offering within a market. The product positioning template guides you to consider key topics such as defining your product and market category, identifying your target segment and competitors, and understanding your key benefits and differentiation.
Marketing Funnel Template
Works best for:
Marketing, Strategy and Planning
The Marketing Funnel Template is a powerful tool for businesses and marketers to understand and capture the complexities of the customer journey. From the initial awareness stage to loyalty, this template helps visualize each step of the process, making it easier to formulate strategies and allocate resources. One of its most significant benefits is the ability to visualize marketing efforts, ensuring they align with each phase of the customer journey. This results in more targeted initiatives, better resource utilization, and, ultimately, improved conversion rates. The template is an invaluable asset that helps businesses stay organized and focused on their marketing goals.
Presentation Template
Works best for:
Presentations, Education
At some point during your career, you’ll probably have to give a presentation. Presentations typically involve speaking alongside an accompanying slide deck that contains visuals, texts, and graphics to illustrate your topic. Take the stress out of presentation planning by using this presentation template to easily create effective, visually appealing slides. The presentation template can take the pressure off by helping your audience stay focused and engaged. Using simple tools, customize a slide deck, share slides with your team, get feedback, and collaborate.