Campaign Planning Skill

Frameworks and guidance for planning, structuring, and executing marketing campaigns.

Campaign Framework: Objective, Audience, Message, Channel, Measure

Every campaign should be built on this five-part framework:

Define what success looks like before planning anything else.

Awareness: increase brand or product visibility (measured by reach, impressions, share of voice)
Consideration: drive engagement and education (measured by content engagement, email signups, webinar attendance)
Conversion: generate leads or sales (measured by signups, demos, purchases, pipeline)
Retention: re-engage existing customers (measured by churn reduction, upsell, NPS)
Advocacy: turn customers into promoters (measured by referrals, reviews, UGC)

Good objectives are SMART: Specific, Measurable, Achievable, Relevant, Time-bound.