1. Define the target audience
- Who are we targeting with the campaign?
- What is their responsibility in the purchasing decision-making process?
- What is their role in the value chain?
- What are their pain points?
2. Set goals and expected impact
- What is the overall objective: awareness building, thought leadership, lead generation, or other?
- What is the expected result we want to achieve with the campaign?
- Are there specific, measurable metrics we must hit?
- What do we want the target audience to feel from the campaign and related assets?
3. Outline key messages
- What do we want the audience to learn or feel from this campaign?
- What are the primary messages for our audience?
- What other supporting or secondary messages should we include?
4. Develop a channel strategy
- Which marketing channels are best to promote the campaign to the target audience?
- What types of content should be distributed on each channel?
5. Create an execution plan
- What assets will be delivered and when?
- What is the final budget?
- What contingencies are there for timing and budget deviation?
Bonus: insights
- What market research is available or can we do before the campaign?
- How can we use ai for audience research and creative brainstorming?
- What insights are available from previous campaigns?
- What can we learn from research and insights?