Download Campaign Planning Template

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?
 2013 Pragmatic Marketing, Inc. All rights reserved. Clients of Pragmatic Marketing are granted a limited license to use internally, for noncommercial purposes.
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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
 2013 Pragmatic Marketing, Inc. All rights reserved. Clients of Pragmatic Marketing are granted a limited license to use internally, for noncommercial purposes.
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