| name | marketing-campaign-planning |
| description | Legacy fallback for high-level campaign PM structure. Prefer launch-strategy for launch execution and canonical Core 9 skills for channel work. Use this template when a generic campaign framework is explicitly needed. |
Campaign Planning Skill
Frameworks and methodologies for planning, executing, and measuring effective marketing campaigns.
Campaign Framework: Objective, Audience, Message, Channel, Measure
Every campaign should be built on this five-part framework:
- Objective: What are you trying to achieve? (SMART goals: Specific, Measurable, Achievable, Relevant, Time-bound)
- Audience: Who are you trying to reach? (Demographics, psychographics, behavioral data)
- Message: What is the core message and supporting points?
- Channel: Where will you reach them? (Owned, earned, and paid channels)
- Measure: How will you know if you succeeded? (Primary and secondary KPIs)
Objective Setting
Common Campaign Objectives
- Brand Awareness: Increasing recognition and reach
- Demand Generation: Generating interest and leads
- Customer Acquisition: Converting leads into customers
- Product Launch: Introducing a new product or feature
- Customer Retention: Increasing loyalty and reducing churn
- Event Promotion: Driving registrations and attendance
SMART Goal Examples
- "Generate 500 qualified leads from mid-market SaaS companies by the end of Q3."
- "Increase brand awareness by 15% among target accounts in the UK market within six months."
- "Achieve 1,000 webinar registrations for the October product launch event."
Audience Targeting
Audience Definition Levels
- Total Addressable Market (TAM): Everyone who could potentially use your product
- Serviceable Addressable Market (SAM): The portion of TAM you can actually reach
- Target Segment: The specific group this campaign is designed for
- Ideal Customer Profile (ICP): The characteristics of the companies you want to target
- Buyer Personas: The individuals within those companies you need to influence
Persona Framework
For each target persona, define:
- Role/Title: Their position in the organization
- Goals: What they are trying to achieve
- Challenges: What is standing in their way
- Information Sources: Where they go for information
- Buying Influence: Their role in the purchase decision
Channel Selection Guide
Owned, Earned, and Paid Channels
| Category | Channel Type | Examples |
|---|
| Owned | Channels you control | Website, blog, email list, social profiles, app |
| Earned | Channels where others talk about you | PR, guest posts, social shares, reviews, word-of-mouth |
| Paid | Channels you pay to access | Search ads, social ads, display ads, sponsorships, influencers |
Selection Criteria
Choose channels based on:
- Audience fit: Where does your target audience spend time?
- Objective fit: Which channels are best for awareness vs. conversion?
- Budget: What can you afford?
- Internal capability: Do you have the skills to execute on this channel?
Campaign Timeline and Workback
Planning Phases
- Strategy and Planning: Objectives, audience, messaging, channel selection
- Creative and Content Production: Copywriting, design, video, landing pages
- Setup and Launch: Channel configuration, tracking setup, final QA, launch
- Optimization: Monitoring performance, A/B testing, making adjustments
- Reporting and Analysis: Final results, learnings, recommendations
Workback Schedule Template
| Milestone | Responsible | Deadline | Status |
|---|
| Strategy finalized | Campaign Lead | Launch - 4 weeks | |
| Content briefs complete | Content Lead | Launch - 3 weeks | |
| Creative assets complete | Design Lead | Launch - 2 weeks | |
| Channel setup complete | Ops Lead | Launch - 1 week | |
| Launch Date | Team | Day 0 | |
Budget Allocation Approaches
Common Budget Models
- Percentage of Revenue: Allocating a fixed percentage of projected revenue
- Objective-Based: Calculating the cost to achieve specific goals (e.g., cost per lead)
- Competitive Parity: Matching what competitors are spending
- Historical Basis: Adjusting last year's budget based on performance
Allocation by Channel Category
A typical balanced allocation might look like:
- 60% Performance/Demand: Paid search, social ads, retargeting (measurable ROI)
- 30% Brand/Awareness: Content, PR, events, social media (long-term growth)
- 10% Experimental: New channels, innovative formats, emerging platforms