About our campaign planning template
- Authors: Dan Bosomworth and DaveChaffey
- Last updated: December 2011
- Format: Unformatted Word document for you to add to
- Download: Download now
Who is it for?
This template is designed for:
- Client side marketers use it for planning campaigns they run in-house or briefing agencies.
- Agencies and consultants 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.
How will the planning template help me and my business?
Across the years we have worked with many businesses, large and small, creating campaigns and reviewing their marketing campaign planning. This template brings together all the components needed.
We’ve designed this template to help marketers manage marketing campaigns more effectively – to help get the campaign plan right first time by increasing understanding between the person briefing the campaign and those completing it. The template is intended to help companies:
- 1. Set clearer goals and track them more clearly through analytics
- 2. Define target audiences more clearly
- 3. Develop a clearer message hierarchy
- 4. Review and select the right types of media for your campaign
- 5. Improve campaign integration between digital and non-digital channels
What does the template cover?
The marketing campaign planning template is available in Word format so that you can modify it to best suit your marketing campaigns. There is is one side A4 “Quick brief” summary or if preferred a more detailed brief can be developed
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?
The template links to more detailed advice in our other guides on areas like targeting and campaign tracking through analytics.
Download marketing campaign planning template
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About Smart Insights Templates
What make's our templates different?
The Smart Insights system for digital marketing improvement includes many templates to help you plan and manage your marketing. The templates are Word or Excel checklists to help you review a company's approach to digital marketing or Excel calculators and models to enable you to better plan digital marketing. All our templates are:- Focused on improvement – Each template will support you to review current ways of working and recommend improvements.
- Available in Word or Excel – Supplied in the most commonly used apps, they can be imported into other programmes.
- Provided as an unbranded template – Unlike our guides, these templates are plain, so you can easily modify to add your own company logo
- Field-tested – Dave Chaffey and the authoring team have years of experience in online marketing, we know the questions that need answering, so that's we include
How will the templates help me?
Our templates are designed to be used as "live documents" to help you and your team when planning or managing digital marketing. This is how our guides help:- Company owners and marketing managers - many of templates cover planning and strategy.
- Digital marketing and Ecommerce managers - as well as planning and strategy you can audit specific digital channels like search or social media marketing with our templates.
- Digital marketing specialists - templates are available for each of the main digital channels, so whether you work on Social media marketing, SEO, PPC, email marketing or conversion rate optimisation for the website there is a template to help. If there isn't, get in touch and we can develop one .
- Consultants and agency specialists - review your own techniques and process against the best practice templates to help you provide structured insights and recommendations for clients.
