campaign-planning

# 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:

### 1. Objective
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.

Example: "Generate 200 marketing qualified leads from mid-market SaaS companies in North America within 6 weeks of campaign launch."

### 2. Audience
Define who you are trying to reach with enough specificity to guide messaging and channel decisions.

- **Demographics**: role/title, seniority, company size, industry
- **Psychographics**: motivations, pain points, goals, objections
- **Behavioral**: where they consume content, how they buy, what they have engaged with before
- **Buying stage**: are they unaware of the problem, researching solutions, or ready to buy?

Create a brief audience profile (not a full persona) for campaign planning:
> "[Role] at [company type] who is struggling with [pain point] and looking for [desired outcome]. They typically discover solutions through [channels] and care most about [priorities]."

### 3. Message
Craft the core message and supporting points that will resonate with the audience.

- **Core message**: one sentence that captures what you want the audience to think, feel, or do
- **Supporting messages**: 3-4 points that provide evidence, address