Campaign Planning Skill

Frameworks and guidance for planning, structuring, and executing marketing campaigns.

Campaign Framework: Objective, Audience, Message, Channel, Measure

Every campaign should be built on this five-part framework:

1. Objective

Define what success looks like before planning anything else.

• Awareness: increase brand or product visibility (measured by reach, impressions, share of voice)
• Consideration: drive engagement and education (measured by content engagement, email signups, webinar attendance)
• Conversion: generate leads or sales (measured by signups, demos, purchases, pipeline)
• Retention: re-engage existing customers (measured by churn reduction, upsell, NPS)
• Advocacy: turn customers into promoters (measured by referrals, reviews, UGC)

Good objectives are SMART: Specific, Measurable, Achievable, Relevant, Time-bound.

2. Audience

Define who you are trying to reach with enough specificity to guide messaging and channel decisions.

• Demographics: role/title, seniority, company size, industry
• Psychographics: motivations, pain points, goals, objections
• Behavioral: where they consume content, how they buy, what they have engaged with before
• Buying stage: are they unaware of the problem, researching solutions, or ready to buy?

3. Message

Craft the core message and supporting points:

• Core message: one sentence that captures what you want the audience to think, feel, or do
• Supporting messages: 3-4 points that provide evidence, address objections, or elaborate on benefits
• Proof points: data, case studies, testimonials, or third-party validation
• Differentiation: what makes your offering different from alternatives

Message hierarchy:

1. Why should I care? (addresses the pain point or opportunity)
2. What is the solution? (positions your offering)
3. Why you? (differentiates from alternatives)
4. What should I do? (call to action)

4. Channel

Select channels based on where your audience is, not where you are most comfortable.

5. Measure

Define how you will know the campaign worked.

Channel Selection Guide

Owned Channels

Earned Channels

Paid Channels

Content Calendar Creation

Calendar Structure

Calendar Planning Process

1. Start with milestones: campaign launch, event dates, product releases, seasonal moments
2. Work backward: what needs to be live and when?
3. Map content to funnel stages
4. Batch by theme: group related content into weekly or bi-weekly themes
5. Balance channels
6. Build in flexibility: leave 20% of calendar slots open

Budget Allocation Approaches

Channel Allocation Framework

Budget Optimization Principles

• Start with your highest-confidence channel and allocate 60-70% of paid budget there
• Reserve 15-20% for testing new channels or tactics
• Shift budget monthly based on performance data
• Include a 10-15% contingency for unexpected opportunities

Success Metrics by Campaign Type

Lead Generation Campaign

Product Launch Campaign