Create integrated marketing campaigns fast

Follow our tried-and-tested approach to create winning campaigns

How do you get cut-through to reach and engage your audiences?

With more options than ever to reach your audiences online, you need to invest your campaign budgets where they will make the biggest difference.

You will know that integrating different communications techniques will help you grow, but how do you achieve that?

A structured campaign planning process gives you the confidence to create winning campaigns and to use the same process in future.

Marketing Campaign Planning

Using our proven system is a surefire way to grow your profits quickly

Why Smart Insights?

Because global brands like 3M, GlaxoSmithKline, HSBC, HP, Microsoft and Vodafone—AND thousands of digital marketers and business owners—trust
Smart Insights to optimise their Marketing Campaign Planning. Many have grown their business—by over 50%—using the strategies revealed on this page.

24

Free resources including Search, Social and Email marketing templates that you can start using today

Start improving your Marketing Campaign Planning now with our FREE Digital Marketing Benchmarking Templates

  • Review how well you are currently using the key digital campaign techniques
  • Identify the gaps in your current capabilities
  • Create a prioritised plan of how you need to improve

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Expert Membership—for those who are
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Create better integrated campaigns with our
Marketing campaign planning Toolkit

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Our popular campaign planning template is designed for:

  • Client-side marketers who use it for planning campaigns they run in-house or for briefing agencies.
  • Agencies and consultants who use it to review their approaches to running campaigns and give to clients for briefing.

It’s aimed at helping you create integrated inbound marketing campaigns with digital marketing at their heart for maximising campaign reach, interaction, response and ROI. The templates can be used either for the digital parts of campaigns or for a full, integrated marketing campaign plan.

Our campaign planning toolkit will help you:

  • 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

Armed with our Marketing Campaign Planning Toolkit, the world’s top marketers use our unique approach to develop winning Marketing Campaign Planning strategies.

Marketing Campaign Planning Toolkit

Includes templates, ready-to-use strategy documents, step-by-step guides and resources that will help you create optimized strategies that deliver HUGE results.

  • Campaign planning
  • Marketing campaign planning guide

    About this guide

    This guide is designed to enable Smart Insights members to review and refresh their existing approach  to campaign planning in order to develop a more structured process which integrates the latest digital marketing techniques better.

    Guide Structure

    • Step 1: Campaign goals and tracking
    • Step 2: Campaign insight and targeting
    • Step 3: Key campaign messages and offers
    • Step 4: Reach: Campaign media plan and budget
    • Step 5: Act: Audience interaction and participation
    • Step 6: Convert: Optimise and test
    • Step 7: Engage: Advocacy and Sharing
  • Marketing campaign plan template

    About this guide

    This guide is aimed at helping you create integrated inbound marketing campaigns with digital marketing at their heart for maximising campaign reach, interaction, response and ROI. The template can be used either for the digital parts of campaigns or an integrated marketing campaign plan.

    Guide structure

    • Campaign goals and tracking.
    • Target audience, customer insight and targeting.
    • Key campaign messages and offers
    • Campaign media plan and budget
    • Campaign asset production
    • Campaign execution
  • Lifetime Value Spreadsheet

    About this template

    Lifetime value analysis will help you plan and measure investment levels for customer acquisition programmes. As you’ll know, every new campaign should have a clear target cost for allowable customer acquisition (CPA). If you’re making the business case to your boss or colleagues in finance or investors they help give you project numbers to back up your arguments for more investment.

    How does this template work?

    This Excel template shows how to enter retention rates and profitability for a group of customers and then automatically calculate a 5 year LTV.

  • Business marketing plan guide

    About this guide

    Although the majority of our resources focus on digital marketing, we believe it’s essential that detailed digital marketing plans are integrated and aligned with your overall business and marketing plan. So, we created this guide and the accompanying examples to help members create or review a top-level marketing plan for their business.

    This Ebook from Annmarie Hanlon, an experienced Chartered Marketer with over 20 years experience across many business sectors, gives you clear steps to follow to create your own plan.

    How is this guide structured?

    The guide is structured around these 7 Steps:

    • Step 1. Situation Analysis – Understanding your customers. Showing you why customers’ insights are essential and how to capture these yourself or via a third party.
    • Step 2. Situation Analysis – Marketing audit: where are we now? Demonstrating how to define your market, calculate the market value and build your Value Proposition.
    • Step 3. Objectives – Create sustainable objectives: Where do we want to go? It’s easy to create general goals, it’s harder to develop SMART objectives. This step takes you through the process of crafting objectives that focus on more than numbers.
    • Step 4. Strategy: Segmenting your customer base. If you already have objectives and if you’re ready to segment your business, start the guide
      here. This step looks at the key strategic initiatives your business can take and how to form customer segments.
    • Step 5. Strategy: Targeting new customers and positioning your business
      Growing a business involves finding new customers, this may be different segments or markets. This step shows you how to explore new markets and create marketplace strategies.
    • Step 6. Tactics and Action – Create your marketing action plan
      The key to making it happen is to create a detailed marketing action plan. This step shows different models of marketing management, how to create an action plan and brief an agency.
    • Step 7. Control – Monitor, manage and improve. The final step is about managing the process, monitoring action and measuring results. This chapter shares more tips and checklists for you to apply directly to your business.
  • Campaign management
  • Editorial calendar spreadsheet

    About this guide

    This template will give you more control over your content marketing approach to help provide consistency and quality in your content and align the team. It Gives you a framework and process to plan and manage the creation of content.

    Guide Structure

    • Operational calendar
    • Timeline calendar
    • Content themes calendar
  • Campaign timeline / project plan template and example

    About this Guide

    This Excel template is aimed at giving you a starting point when putting together a schedule to sequence  the content and media for different types of campaigns from new product launch, sales promotion, event or new site launch.

    Guide Structure

    • Scheduling and checking off all activities in the campaign
    • Planning the main milestones in the campaign
  • Campaign marketing techniques
  • Digital Media Options Cheatsheet

    About this resource

    Our popular digital media cheat sheet is aimed at helping Expert members to keep track of the free and paid media options so that they’re not missing out on any of the latest developments. This checklist has a section for Google (organic and AdWords) and the main social networks.

    Guide structure

    This checklist makes it quick to find the latest changes you need to know about across all the main digital marketing platforms:

    • Google: SEO and AdWords
    • Google+
    • YouTube
    • Facebook
    • Instagram
    • Twitter
    • LinkedIn
    • Pinterest
  • Ad Retargeting Guide

    About this guide

    Retargeting has become one of the most popular forms of display advertising since it gives the opportunity to reach prospects who have already interacted with your brand to persuade them to buy when they have left your site.

    This briefing is for you are already running retargeting, not sure how to get started or want to make sure you are doing it right. Constant changes in display advertising mean it is ever more difficult to keep up with the latest technology. Use this seven-step guide to find out how to you could be getting more out of your retargeting campaigns.

    Guide Structure

    • Introduction: What is retargeting?
    • Step 2: Segment your audiences
    • Step 3: Tailor your creative
    • Step 4: Select your retargeting methods
    • Step 5: Choose your retargeting partner
    • Step 6: Implement tracking
    • Step 7: Test and learn
    • Recommended resources
  • Event Marketing Guide

    About this guide

    Whether you would you are looking to use events to generate more leads, reward and retain top customers, or want to position your company as a leader in the marketplace, this guide will help you understand the best type of event to achieve your objective.

    Guide structure 

    • Step 1: Strategy and goal alignment
    • Step 2: Event Formats: An overview of different event types.
    • Step 3: Budget control
    • Step 4: Event Promotion
    • Step 5: Event planning and logistics
    • Step 6: Post-event best practices
    • Step 7: Measuring Success and Evaluating ROI
  • Programmatic Marketing Guide

    About this guide

    This briefing explains practical ways to make programmatic marketing more effective. It As with all Smart Insights briefings, it contains recommendations of the key questions you should ask to make the most of the technique. It  also includes examples of actual use cases throughout. The guide will provide you with an introduction to programmatic marketing and RTB and an explanation of why they will form a crucial and large part of advertising strategy in future.

    Guide structure 

    • Step 1: Introduction to programmatic marketing
    • Step 2: Making the business case for programmatic
    • Step 3: Creating a programmatic marketing strategy
    • Step 4: Implementing programmatic
    • Step 5: Selecting a programmatic provider

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