CAMPAIGN TEMPLATE

Campaign Name Increase number of Campaign

Campaign team Target live

date
SMART goals: Keep these tied to measurable KPI’s,
1. Campaign goals ideally linking to a monetary value - it’s far easier to
justify spend!

Target audiences - primary and secondary

2. Campaign targeting

“The Big Idea”

3. Campaign What do you want your audience to do, think, or feel -
messages and offer and why would they, what is in it for them, where is the
value exchange?
What is the strategic approach you’re using - think
4. Strategy about how you will connect with and convince your
audience. It’s important to define this so that you can
get aligned to the wider business and ensure you
choose the right communication channels, promotional
Recommended %age investment in digital media, e.g.
5. Media mix and Paid search
•
budgeting
• Display advertising
• Social media
• Online PR

Total budget available:

• Planning & research
• Creative & content assets (e.g. videos)
• Media
• Testing and in-campaign optimisation
Key milestones, campaign wave start dates and
6. Media schedule deliverables

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 1. CAMPAIGN GOALS AND TRACKING [Delete or Add as appropriate]
General aims • General marketing aim of campaign and context:
for campaign • Product categories or services targeted:
• Sales and lead generation goals: (these are key!)
• Positioning and brand communication goals:
Conversion model • Reach (number of prospects reached on third party
goals sites):
(SMART) • Incremental unique visitors or visits to site:
• Incremental social engagement (target number of
‘Likes’ on Facebook, Twitter follows or Email signups:
• Marketing outcomes (and conversion rates to goals):
• Campaign response – leads or sales ( %), Value £,
Allowable CPA
• Email sign-up ( %), Value £, Allowable CPA
• View where to buy ( %), Value £, Allowable CPA
• Repeat for other sites where microsites hosted
• See spreadsheet models at
www.davechaffey.com/Spreadsheets.
Branding objectives • Brand awareness – how will the campaign increase
brand awareness?
• Brand familiarity – which products are featured in
campaign, what is the emphasis?
• Brand purchase intent goals – how is the campaign
intended to directly and indirectly influence sales
Engagement goals How will you assess audience engagement and campaign
momentum?
• Bounce rate and dwell-time
• Return visits during campaign
• Engaging with different content types - which?
• Registration?
• Participation in commenting, rating, submitting ideas
Response Landing page URLs:
mechanism • Pages to be tagged with ‘Spotlight tags’ to highlight
conversion goals - if possible configure your analytics
system to campaign track
• Campaign specific phone numbers
Profiling Define the data collection required on response forms.
• Customer database fields updated according to click
response:
SEO goals Type of sites targeting for back-links:
• Target anchor text:
• Target landing pages (deep-links to product and
services pages are best, not home page):

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 2. CAMPAIGN INSIGHT: CUSTOMER INSIGHT AND TARGET AUDIENCE.
E-MARKETPLACE ANALYSIS [Delete or Add as appropriate]
Target audience Target audience segments and personas.
(personas) • Demographics (Age, gender, social groups or B2B
demographics – members of buying unit, company size
and sector, etc)
• Psychographics (Develop personas)

Audience Typical customer motivation and/or scenarios for

motivations responding (personas):
(scenarios)
Competitors Example direct competitor sites and core value
propositions:

Indirect competitors:

Online Different types of site that you could use to increase

intermediaries audience reach:
· Horizontal portals and mainstream media
· Niche or vertical industry sector media sites
· Niche social networks
· Aggregators and super affiliates
· Small affiliates and blogs

Media consumption Which media sites or portals do your customers typically

and buying process use, how web savvy:

What is the process by which they select products

(search keyphrase sequence):

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 3. OFFER AND MESSAGING
Campaign “Big Idea” The hook, theme or main message you want the
audience to recall and act upon
Unique Value Benefits of ultimate marketing Corresponding features
Proposition outcome, e.g. purchase, that deliver these
attending event, etc. benefits:
Online Value Specific benefits of responding / buying online compared
Proposition: to other channels or competitors - this is the UVP
translated online and applies specifically to your web site
Ideas for main What attracts attention and proves relevance to potential
creative concept customer?
Reasons not to click? Why might the customer not think the
message/offer/brand is relevant?
Reasons to click? Include key messages and calls-to-action for online
and offline media to
‘Drive to web’. Include both rational and emotional
benefits.
Credibility How do you prove what you say is valid?
Key brand messages Not all prospects will be familiar with your brand. What
are the brand values or the brand essence that you want
to communicate? (e.g price, convenience or quality
based)
Tone of Voice How do you want to sound? For example:
Straightforward, Friend or adviser. Serious. Energetic.
Dynamic.
Creative Opportunities and collateral available for:
• Rich media and video
• Content and guides
• Viral effect - what will be the viral agent?

4. STRATEGY
Strategies for each How - will you address the audience with the offer,
objective message and positioning that you have created. Use any
research/insight for section 2. Think about:
• Are your audience online? Is digital the lead or support
to traditional offline broadcast media
• Are there times of the day when your audience is most
likely to be receptive - timing is everything
• Are you looking to interrupt with advertising or build
relationships
• How can you add value so that the audience is
motivated (directly or indirectly) to spread your message
for you
• Do you want to create excitement with prizes and give-
aways or maybe you need to incentivise transaction to a
deadlines

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 5. MEDIA PLAN AND BUDGET
ONLINE – Potential media
sources & sequence. Approx.
budget split
Advertising • Paid search ads:
• Display ads:
• 3rd party e-newsletter ads:
• Web site downloads:
OFFLINE – Potential media
source & sequence. Approx.
budget split
• Press:
• Broadcast media:

Direct communications• 3rd party rented list: • Direct mail:

• Co-branded campaigns: • Telemarketing:
• House lists:
• Communications on web
site.
• Additional content.
• Data capture (standard?)
PR and social media • Blogs and RSS • Which traditional online
• Social media marketing media outlets?
• Viral marketing
• What generates a buzz
Available budget Total budget available:
• Planning & research
• Creative & content assets
(e.g. videos)
• Media
• Testing and in-campaign
optimisation

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 6. CAMPAIGN MEDIA SCHEDULE AND INTEGRATION
Integration How will integration between different media channels be
achieved?

Media plan Sequence of waves of campaign

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