# Marketing Campaign Planning > 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. Use when this capability is needed. - Skill: `tomevault-io/marketing-campaign-planning` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds@latest add tomevault-io/marketing-campaign-planning` - Raw SKILL.md: https://api.skillmd.com/api/skills/tomevault-io/marketing-campaign-planning/raw - Safety review: pending (external: skill-scanner PASS, skillspector PASS) - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: tomevault-io (https://skillmd.com/u/tomevault-io) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/tomevault-io/marketing-campaign-planning --- # 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: 1. **Objective**: What are you trying to achieve? (SMART goals: Specific, Measurable, Achievable, Relevant, Time-bound) 2. **Audience**: Who are you trying to reach? (Demographics, psychographics, behavioral data) 3. **Message**: What is the core message and supporting points? 4. **Channel**: Where will you reach them? (Owned, earned, and paid channels) 5. **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 1. **Total Addressable Market (TAM)**: Everyone who could potentially use your product 2. **Serviceable Addressable Market (SAM)**: The portion of TAM you can actually reach 3. **Target Segment**: The specific group this campaign is designed for 4. **Ideal Customer Profile (ICP)**: The characteristics of the companies you want to target 5. **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 1. **Strategy and Planning**: Objectives, audience, messaging, channel selection 2. **Creative and Content Production**: Copywriting, design, video, landing pages 3. **Setup and Launch**: Channel configuration, tracking setup, final QA, launch 4. **Optimization**: Monitoring performance, A/B testing, making adjustments 5. **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 --- > Converted and distributed by [TomeVault](https://tomevault.io/claim/frumu-ai) — claim your Tome and manage your conversions.