about this template
We’ve created this template to help marketers plan a campaign and also brief colleagues and agencies in a way which really integrates digital marketing into their campaigns. Agencies may find it useful for reviewing their campaign processes. We also hope it will help prompt you to think of different ways of integrating new digital marketing approaches into your campaigns.
It’s created by Dave Chaffey and Danyl Bosomworth of the digital marketing advice site, Smart Insights.
If you want to download it, you can find this document on our site at: www.smartinsights.com/digital-marketing-strategy/campaign-planning-template
The marketing campaign planning template is available in Word format so that you modify it to best suit your marketing campaigns.
The stages of marketing campaigns and key issues covered are: 1. Campaign goals and tracking. What are we trying to achieve through our campaign and how will we know when we achieve it? 2. Target audience, customer insight and targeting. Who are we trying to reach and influence? 3. Key campaign messages and offers. How are we trying to position our company, products and services? Which campaign or product offers will engage and convert our audience? 4. Strategy or strategies. How will you reach and engage your target audience. 5. Online media mix selection and budgeting. Which media do we think will be effective? Typically an agency will recommend this, but clients will have suggestions based on past campaign performance. 6. Media schedule and campaign integration. What is the sequence of deploying media and what are the waves of message/offer during the campaign?
About Smart Insights
Smart Insights is a digital marketing portal and consultancy sharing advice to help marketers get more value from their investments in online marketing and analytics.
Our expertise is in developing winning digital marketing strategies and improving commercial results through Web Analytics (in particular Google Analytics). These are the main focus of blog updates featured in our Emarketing Essentials Enewsletter where we have regular practical advice on the digital marketing tactics that matter most in delivering better results to most companies, i.e. ‣ Digital strategy and campaign planning
‣ Actionable analytics for site and campaign optimization ‣ Search Engine Marketing (SEO and Pay Per Click)
‣ Social media
‣ Persuasive site design and web analytics
‣ Email marketing
Signup to our Enewsletter at www.smartinsights.com or our Facebook Page at www.facebook.com/smartinsights.
If you have any questions or comments, please get in touch via www.smartinsights.com/contact-us. Campaign template
|CAMPAIGN SUMMARY | |Campaign Name | |Campaign code | | |Campaign team | |Target live date | | |1. Campaign goals |SMART goals: Keep these tied to measurable KPI’s, ideally linking to a monetary value | | |- it’s far easier to justify spend! | |2. Campaign targeting |Target audiences - primary and secondary | |3. Campaign messages and offer | “The Big Idea” | | |What do you want your audience to do, think, or feel - and why would they, what is in | | |it for them, where is the value exchange? | |4. Strategy |What is the strategic approach you’re using -...