Marketing campaign planner

A campaign is a bounded push around one story. If it has no end date and no single story, it is a program, not a campaign, and it should be planned as one.

One story

Every campaign carries exactly one idea. Channels change the format; they never change the meaning. Campaigns that say slightly different things on each channel produce no compounding — the audience sees three impressions and remembers none.

Write the story as a sentence before anything else: for whom, what changes, why now. If it takes a paragraph, it is not ready and the campaign will not hold.

The "why now" is the part most campaigns skip and the part that produces urgency. Without it you are asking people to act on something that would be equally true next quarter.

Objective