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
1---2name: marketing-campaign-planning3description: 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.4---56# Campaign Planning Skill78Frameworks and methodologies for planning, executing, and measuring effective marketing campaigns.910## Campaign Framework: Objective, Audience, Message, Channel, Measure1112Every campaign should be built on this five-part framework:13141. **Objective**: What are you trying to achieve? (SMART goals: Specific, Measurable, Achievable, Relevant, Time-bound)152. **Audience**: Who are you trying to reach? (Demographics, psychographics, behavioral data)163. **Message**: What is the core message and supporting points?174. **Channel**: Where will you reach them? (Owned, earned, and paid channels)185. **Measure**: How will you know if you succeeded? (Primary and secondary KPIs)1920## Objective Setting2122### Common Campaign Objectives2324- **Brand Awareness**: Increasing recognition and reach25- **Demand Generation**: Generating interest and leads26- **Customer Acquisition**: Converting leads into customers27- **Product Launch**: Introducing a new product or feature28- **Customer Retention**: Increasing loyalty and reducing churn29- **Event Promotion**: Driving registrations and attendance3031### SMART Goal Examples3233- "Generate 500 qualified leads from mid-market SaaS companies by the end of Q3."34- "Increase brand awareness by 15% among target accounts in the UK market within six months."35- "Achieve 1,000 webinar registrations for the October product launch event."3637## Audience Targeting3839### Audience Definition Levels40411. **Total Addressable Market (TAM)**: Everyone who could potentially use your product422. **Serviceable Addressable Market (SAM)**: The portion of TAM you can actually reach433. **Target Segment**: The specific group this campaign is designed for444. **Ideal Customer Profile (ICP)**: The characteristics of the companies you want to target455. **Buyer Personas**: The individuals within those companies you need to influence4647### Persona Framework4849For each target persona, define:5051- **Role/Title**: Their position in the organization52- **Goals**: What they are trying to achieve53- **Challenges**: What is standing in their way54- **Information Sources**: Where they go for information55- **Buying Influence**: Their role in the purchase decision5657## Channel Selection Guide5859### Owned, Earned, and Paid Channels6061| Category | Channel Type | Examples |62| ---------- | ------------------------------------ | -------------------------------------------------------------- |63| **Owned** | Channels you control | Website, blog, email list, social profiles, app |64| **Earned** | Channels where others talk about you | PR, guest posts, social shares, reviews, word-of-mouth |65| **Paid** | Channels you pay to access | Search ads, social ads, display ads, sponsorships, influencers |6667### Selection Criteria6869Choose channels based on:7071- **Audience fit**: Where does your target audience spend time?72- **Objective fit**: Which channels are best for awareness vs. conversion?73- **Budget**: What can you afford?74- **Internal capability**: Do you have the skills to execute on this channel?7576## Campaign Timeline and Workback7778### Planning Phases79801. **Strategy and Planning**: Objectives, audience, messaging, channel selection812. **Creative and Content Production**: Copywriting, design, video, landing pages823. **Setup and Launch**: Channel configuration, tracking setup, final QA, launch834. **Optimization**: Monitoring performance, A/B testing, making adjustments845. **Reporting and Analysis**: Final results, learnings, recommendations8586### Workback Schedule Template8788| Milestone | Responsible | Deadline | Status |89| ------------------------ | ------------- | ---------------- | ------ |90| Strategy finalized | Campaign Lead | Launch - 4 weeks | |91| Content briefs complete | Content Lead | Launch - 3 weeks | |92| Creative assets complete | Design Lead | Launch - 2 weeks | |93| Channel setup complete | Ops Lead | Launch - 1 week | |94| **Launch Date** | Team | Day 0 | |9596## Budget Allocation Approaches9798### Common Budget Models99100- **Percentage of Revenue**: Allocating a fixed percentage of projected revenue101- **Objective-Based**: Calculating the cost to achieve specific goals (e.g., cost per lead)102- **Competitive Parity**: Matching what competitors are spending103- **Historical Basis**: Adjusting last year's budget based on performance104105### Allocation by Channel Category106107A typical balanced allocation might look like:108109- **60% Performance/Demand**: Paid search, social ads, retargeting (measurable ROI)110- **30% Brand/Awareness**: Content, PR, events, social media (long-term growth)111- **10% Experimental**: New channels, innovative formats, emerging platforms
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