Marketing campaign plan template

Marketing campaign plan template

Create an integrated marketing campaign

Who is it for?

This template is designed for:
  • Client sidrs who use it for planning campaigns they run in-house or briefing agencies.
  • Agencies and consultants who use it to review their approaches to running campaigns and give to clients for briefing.
It can be used both for the digital parts of campaigns or a more general marketing plan.

The stages of marketing campaigns 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. Campaign media plan and budget. Which media channels will you use to reach and influence your target audience? What will be the sequence and integration of media activities?
5. Campaign asset production. Managing the assets to form the campaign.
6. Campaign execution. What needs to be tested before the campaign is live and adjusted during the campaign?
The template also links to more detailed advice in our other guides on areas like targeting and campaign tracking through analytics.