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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