What are the essential parts of a campaign planning template?
The purpose of marketing campaign planning is to identify relevant, integrated, marketing activities and channels to reach campaign objectives as well as influence customers. An effective campaign plan has an engaging, shareable, campaign concept that utilizes both online and offline marketing communications tools and digital media channels.
A campaign plan is a short-term integrated communications plan to generate leads or sales. Its purpose is to engage audiences, it typically has a content marketing focus and an integrated media schedule.
What is meant by campaign planning?
A solid marketing campaign plan has:
Clear, realistic goals which you can be confident of hitting
The best strategy to achieve these goals against your competition
Sufficient details of the tactics and actions needed to translate the strategy into action
A method to check you are on track with your plans
How do you create a marketing campaign plan?
Luckily, there are a number…
Do you think your business is good at writing briefs? Your agency likely disagrees...
Research from Smart Insights exploring best practices for marketing planning has often reviewed the importance of annual marketing planning and how to structure marketing and digital marketing plans.
See, for example, our recent Digital Maturity research report reviewing how many businesses integrate planning for digital marketing into their annual plans.
However, we haven’t explored how marketers approach the process of creating a marketing campaign brief and whether it is effective.
Of course, this is important because of the amount of investment in marketing campaigns that support and must deliver on targets set out in annual marketing plans.
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But, we do recognize the importance of a structured, insights-driven campaign planning process through the templates recommending how to structure a brief in our campaign planning toolkit.
Campaign Planning Learning Path module learning objectives:
Define the essential parts of a marketing campaign…
