Campaign Planning Template - Pragmatic Institute
Campaign Planning Template
|Name of campaign | |Target persona | |solution | |
campaign objective
|WHAT DO WE WANT TO ACCOMPLISH WITH THIS CAMPAIGN IN THE SHORT TERM (E.G., GENERATE INQUIRIES, GENERATE SALES LEADS, DRIVE TRAFFIC TO AN EVENT)? WHAT |
|IS THE TARGET DATE TO ACHIEVE THIS RESULT? |
MANAGEMENT GOALS
|WHICH LONG-TERM MANAGEMENT GOALS WILL BE ACHIEVED BY THIS CAMPAIGN (E.G., GROWTH IN REVENUE, AWARENESS, CUSTOMER RETENTION)? WHAT MEASURABLE |
|CONTRIBUTION DO WE EXPECT TO SEE FROM THIS CAMPAIGN? |
BUYER PERSONA
|WHAT DO WE KNOW ABOUT THE TARGET PROSPECT? WHAT IS THE MOST URGENT PROBLEM THAT WE CAN FOCUS ON FOR THIS CAMPAIGN? WHAT IS IT ABOUT THEIR ATTITUDES |
|AND WORKING ENVIRONMENT THAT WOULD HAVE AN EFFECT ON OUR CAMPAIGN? WHAT DO WE KNOW ABOUT THEIR EMOTIONAL DRIVERS? |
MARKETING ASSETS
|WHAT CAN WE SHOW TO PROVE THAT WE HAVE A SOLUTION TO THE PROBLEM? REFER TO MESSAGING STRATEGY, POSITIONING DOCUMENT AND OTHER MARKETING ASSETS. |
BARRIERS TO RESPONSE (MARKETING LIABILITIES)
|WHAT ARE THE LIABILITIES OR BARRIERS WE MUST OVERCOME IN OUR MARKETING EFFORT? |
COMPETITION
|WITH WHOM ARE WE COMPETING? INCLUDE DIRECT AS WELL AS INDIRECT COMPETITION, SUCH AS “BUILD IN-HOUSE” OR “DO NOTHING.” |
MARKET MESSAGE
|WHAT IS THE ONE PIECE OF INFORMATION WE WANT OUR AUDIENCE TO BELIEVE FROM THIS CAMPAIGN? WHAT ONE THING WILL WE DO FOR THE PERSON WHO DOES BUSINESS |
|WITH US? |
OFFER
|WHAT INCENTIVE IS BEING OFFERED TO MOVE THE PROSPECT TO ACTION? IS THERE A TIME LIMIT FOR THIS OFFER? |
CALL TO ACTION
|WHAT ACTION DO WE WANT THE PROSPECT TO TAKE (E.G., VISIT WEB PAGE, CALL)? EXPLAIN. |
OTHER
|ANY MANDATORY COPY OR TONE? IS THERE A VISUAL IDENTITY THAT MUST BE MAINTAINED? |
MEDIA AND LISTS
|WHAT MEDIA ARE WE PLANNING TO USE? SPECIFY ONLINE, DIRECT MAIL, PRINT OR OTHER. IDENTIFY LIST SOURCE(S). |
PROGRAM INTEGRATION CONSIDERATIONS
|WHAT OTHER PROGRAMS ARE RUNNING AS A PART OF THIS CAMPAIGN? |
MEASUREMENTS
|HOW WILL CAMPAIGN RESULTS BE MEASURED? |
signatures
|PROGRAMS MANAGER | |PRODUCT MARKETING | |PRODUCT MANAGER | |
|MARKETING COMMUNICATIONS| |CREATIVE AGENCY | |OTHER | |
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