REAN Template
Evaluate marketing activities related to reach, engagement, activation, and nurture with the REAN templarte.
Trusted by 65M+ users and leading companies
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 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.
Data Org Chart
Works best for:
Org Charts, Operations, Mapping
Succeed with your data-driven culture by creating a data 'org chart'.
Voice of the Customer Template
Works best for:
Marketing, Desk Research, User Experience
Identifying the voice of the customer is a crucial part of any customer experience strategy. Your Voice of Customer is simply a framework for understanding your customers’ needs, wants, preferences, and expectations as they interact with your brand. Evaluating your Voice of Customer allows you to dive into what your customers are thinking, feeling, and saying about your products and services, so you can build a better customer journey. Use the Voice of Customer template to record answers to key questions about your customer, including: What are they saying about our product? What do they need? How can we fulfill that need? And who is this persona?
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.
Startup Canvas Template
Works best for:
Leadership, Documentation, Strategic Planning
A Startup Canvas helps founders express and map out a new business idea in a less formal format than a traditional business plan. Startup Canvases are a useful visual map for founders who want to judge their new business idea’s strengths and weaknesses. This Canvas can be used as a framework to quickly articulate your business idea’s value proposition, problem, solution, market, team, marketing channels, customer segment, external risks, and Key Performance Indicators. By articulating factors like success, viability, vision, and value to the customer, founders can make a concise case for why a new product or service should exist and get funded.
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.
Competitive Analysis Template
Works best for:
Marketing, Decision Making
Developing a great product starts with knowing the lay of the land (meaning who you’re up against) and answering a few questions: Who are your competitors? How does your product or service compare? What makes you stand out? A competitive analysis will help find the answers, which can ultimately shape your product, value prop, marketing, and sales strategies. It’s a great exercise when a big business event is about to occur — like a new product release or strategic planning session.