Mar 24, 2019

Structure of an effective campaign plan

by Aksha Verma
Reading time: 3 mins


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The purpose of a marketing campaign plan 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 which utilizes both online and offline marketing communications tools and digital media channels.

What is a marketing campaign plan?

A marketing campaign plan is a shorter-term integrated communications plan for using different digital media to hit lead or sales targets. Its purpose is to engage audiences, it typically has a content marketing focus and an integrated media schedule.

A solid marketing campaign plan has:

  1. Clear, realistic goals which you can be confident of hitting
  2. The best strategy to achieve these goals against your competition
  3. Sufficient details of the tactics and actions needed to translate the strategy into action
  4. A method to check you are on track with your plans

When to use a marketing campaign plan?

Your marketing campaign plan should be used in order to maximize the reach of online campaigns and acquire new customers. Retention campaigns are used in larger organizations. Campaigns should be used and designed with specific goals in mind, such as:

  1. A branding campaign to build brand awareness, favourability, and familiarity
  2. Launching a new product
  3. Distributing a new content asset as part of a content marketing lead generation initiative
  4. Increasing sales of a current established product
  5. Promotional campaigns to increase sales by offering a seasonal discount

Stages of a marketing campaign:

The stages of marketing campaigns and key issues that need to be included in your campaign plan are:

  • Campaign goals and tracking. What are we trying to achieve through our campaign and how will we know when we achieve it?

  • Campaign insight and targeting. Who are we trying to reach and influence?

  • 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?

  • 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?

  • Campaign asset production. Managing the assets to form the campaign

  • Campaign execution. What needs to be tested before the campaign is live and adjusted during the campaign?

Across each of these six stages, a campaign plan typically includes defining:

  • Relevant customer profiles or personas to target
  • The value proposition of the product or service
  • The primary or hero offer which is the call to action (CTA)
  • The promotional channels for raising awareness and encouraging action
  • How website landing pages and customer journeys will feature the offer
  • The timeline and action plan
  • The budget required
  • The mechanics for how leads generated will be nurtured and followed up through offers
  • How results will be measured and reported

A marketing campaign plan is one small piece of the marketing plan; actions designed to achieve a particular objective. It is not produced regularly as part of an annual cycle, it is project or situation specific.

In contrast to a business plan, marketing plan, digital marketing plan and multichannel marketing plan, a campaign plan tends to have a limited duration to achieve defined objectives. It should integrate with, for example, your overall marketing plan, digital marketing plan and multichannel marketing plan to ensure full alignment.


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