Campaign Plan

Campaign Plan

Plan and structure a complete marketing campaign from objective-setting through post-campaign analysis. Produces a ready-to-execute campaign document that aligns stakeholders, guides creative production, and defines measurable success.

Process

Step 1 — Define Campaign Objective

Clarify the single primary objective and up to two secondary objectives. Every downstream decision flows from this.

Ask the user:

• What is the single most important outcome?
• Is there a revenue or pipeline target attached?
• What does failure look like?

Step 2 — Identify Target Audience

Build one or more audience segments with enough detail to inform channel selection and creative tone.

For each segment, capture:

If the user provides minimal input, infer reasonable defaults and flag assumptions explicitly.

Step 3 — Select Channels and Tactics

Map channels to the audience and objective. Use the matrix below as a starting framework.

For each selected channel, specify:

1. Tactic (e.g., "LinkedIn Sponsored Content — single image ads")
2. Audience targeting parameters
3. Creative requirements (format, dimensions, copy length)
4. Expected volume and cost

Step 4 — Set Budget and Allocate

Provide a budget breakdown table:

Rules of thumb:

• Allocate 60-70% to the top 2 channels by expected ROI.
• Reserve 10-15% for testing new channels or creative variants.
• Include a contingency buffer of 10-15%.

Step 5 — Build Timeline

Create a phased timeline with owners and dependencies.

Step 6 — Write the Creative Brief

Produce a concise creative brief document:

CREATIVE BRIEF
==============
Campaign name:
Objective:
Target audience:
Key message (single sentence):
Supporting proof points (up to 3):
Desired action (CTA):
Tone & style:
Mandatory inclusions (logos, disclaimers, legal):
Deliverables list:
Due date:

Step 7 — Define Success Metrics and Reporting

Output Format

Return the campaign plan as a structured document with these sections:

1. Executive Summary — 3-5 sentences covering objective, audience, channels, budget, and timeline.
2. Objective & KPIs — Table of primary and secondary objectives with targets.
3. Target Audience — Segment profiles.
4. Channel Strategy — Channel-tactic matrix with rationale.
5. Budget — Allocation table.
6. Timeline — Gantt-style phase table.
7. Creative Brief — Filled-in brief template.
8. Measurement Plan — Metrics table with targets and tools.
9. Risks & Mitigations — Top 3-5 risks with contingency actions.

Quality Checklist

• Objective is specific, measurable, and time-bound
• Audience segments have enough detail to guide targeting and creative
• Channel selection is justified by audience behavior, not habit
• Budget includes contingency and testing allocation
• Timeline has clear owners and dependencies
• Creative brief is complete and actionable
• Every KPI has a target number, not just a metric name
• Risks are identified with concrete mitigations
• UTM and tracking plan is specified
• Legal / compliance requirements are noted (disclaimers, opt-outs, GDPR)

Edge Cases

• No budget provided: Ask for at least a range. If none given, produce a plan at three tiers (low / medium / high) with trade-offs explained.
• Vague objective ("grow the brand"): Push back with clarifying questions. If the user insists, default to an awareness objective with reach and impression KPIs, and note the ambiguity.
• Single-channel request: Still produce the full plan but focus depth on that channel. Suggest one complementary channel with rationale.
• Very short timeline (< 2 weeks): Flag that paid media learning periods and creative production may be compressed. Recommend simplified creative and higher initial bids.
• Regulated industry (finance, healthcare, alcohol): Add a compliance review step to the timeline and flag industry-specific ad policies (e.g., Meta financial services restrictions, HIPAA).
• International / multi-market campaigns: Add localization requirements, time-zone considerations, and per-market budget splits.
• No existing audience data: Recommend a discovery phase with broad targeting and rapid iteration before committing full budget.