HTML Preview Marketing Campaign Plan Template page number 1.
The five building blocks of a marketing campaign
Brand Audience
Every marketing campaign should reinforce your brand’s
overarching mission, strategy and positioning story. At a more
tactical level, all campaign elements and communication
outputs must be consistent with your brand, including its voice,
tone, look and feel.
Your campaign should have a target audience, made up of one
or more customer personas (defined in terms of attributes,
demographics, values and challenges). Early on in the planning
phase you should define and map out who you need to reach,
and what you know about their journey to buy your product.
Channels Objectives
How are you going to reach your target audience? This is
where you map out distribution channels (TV, events, retail,
email, social, your website, etc.) that will get your campaigns
message in front of your target. If you are a Percolate client, you
can use our integrated Marketing Planner to map all of your
channels by campaign to make scheduling and team
collaboration simpler and more transparent.
Every campaign should be designed with clear business
objectives in mind. Is your marketing campaign intended to
increase brand awareness, generate qualified leads or drive
shoppers to buy from your e-commerce site? Whatever your
goals are, make sure you define them up front, establish metrics
to measure your results, have a system in place that captures the
data you need and assign necessary team resources.
Marketing Campaign
Planning Template
Brand Audience Channels Objectives Resources (Team)
Target s
Prospects
Customers
Advocates
Awareness
Consideration
Purchase
Manager (digital)
Community manger
Media planner
Manager (analytics)
A
….……..?
….……..?
….……..?
Resources (Team)
Who do you need to successfully execute your marketing campaign, and what are their roles? What responsibilities will each person or
group have? This includes internal resources, agencies, partners and other vendors that will contribute to the success of the campaign.