Need Help? Talk to Our Experts
The purpose of marketing campaign planning is to identify relevant, integrated, marketing activities and channels to reach campaign objectives as well as influence customers. An effective campaign plan has an engaging, shareable, campaign concept that utilizes both online and offline marketing communications tools and digital media channels.
A campaign plan is a short-term integrated communications plan to generate lead or sales. Its purpose is to engage audiences, it typically has a content marketing focus and an integrated media schedule.
A solid marketing campaign plan has:
Choose My Plan
Your marketing campaign plan should be used in order to maximize the reach of online campaigns and acquire new customers. Retention campaigns are used in larger organizations. Campaigns should be used and designed with specific goals in mind, such as:
The stages of marketing campaigns and key issues that need to be included in your campaign plan are:
A campaign plan template typically includes defining the following:
We recommend applying the RACE Framework to inform your campaign planning. RACE is a practical framework to help manage and improve results from your digital marketing. Ultimately, it’s about using best practices across digital marketing techniques to get more commercial value from investments in digital marketing.
We’ve got marketing tools and templates to support you in creating a winning marketing strategy throughout all aspects of the RACE Framework. All our marketing training is integrated across RACE, so you can confidently apply and optimize your campaign tactics within a streamlined, efficient, omnichannel marketing strategy. Get started today.
The RACE Framework covers the full customer lifecycle or marketing funnel from acquisition to retention as shown in this infographic showing the goals for each part of RACE and how you can measure them. Use RACE to track your marketing activities integrated across the reach, act, convert and engage stages of your customer lifecycle.
There is also an initial phase of Plan involving creating the overall digital strategy, objective setting and plan.
THE RACE consists of four steps or online marketing activities designed to help brands engage their customers throughout the customer lifecycle. We will explore this further below.
The RACE Framework will help simplify your approach to reviewing the performance of your marketing campaigns and taking actions to improve their effectiveness:
Find out more about the RACE Framework, with our dedicated marketing training and templates. Our marketing solutions guide you through the step-by-step process of planning, managing, and optimizing both your marketing campaigns and your marketing business as usual.
The RACE Framework is proven to drive growth. Find out how Smart Insights membership can boost your marketing performance across the board.
To make sure your marketing campaign plan has all the essential features, I recommend also applying the SOSTAC® structure developed by PR Smith—Dave Chaffey’s co-author of the printed book Digital Marketing Excellence.
SOSTAC® is a great framework for structuring business, marketing or digital marketing plans since it’s relatively simple and logical, so it’s easy to remember and to explain to colleagues or agencies. SOSTAC® is a strategic planning process framework that gives you a clear structure to work through to create and manage your plan.
Situation analysis means ‘Where are we now?’ For marketing campaign planners, questions include:
Objectives mean ‘Where do we want to be?’
We recommend you create a conversion-based campaign forecasting model for your campaign so you can be more confident that it will reach the audience needed to give the required levels of business outcomes, i.e. leads and sales.
Strategy means ‘How do we get there?’ Strategy summarizes how to fulfil the objectives. It is the shortest part of the plan, but arguably, the most important, as it gives direction to all the subsequent tactics. It answers questions including:
Tactics are the details of the strategy. They highlight on a marketing campaign plan exactly which tactics occur when. Your chosen tactics should support and adhere to your customer’s journey. Questions include:
To drive reach online to achieve your campaign goals I recommend you consider these 6 channels defined in this diagram.
Action is the detailed planning of tactics.
Control identifies what you need to measure when and what happens. The Control section of the plan ensures you know if you are succeeding or failing – and you can make adjustments– before it is too late. How you measure the success of your marketing campaign activities will be based upon the overall marketing objectives detailed in your marketing plan.
Marketing campaign planning isn’t just for big marketing departments. Organizations of any size, type and at any stage of existence can utilize a marketing campaign plan in order to achieve an effective campaign. Today, with the wide use of content marketing by businesses, a campaign plan to launch your content makes campaign planning more relevant to all businesses.
A marketing campaign plan does not need to be lengthy or complicated. Creating a simple campaign plan with clear actions can ensure that both small and larger organizations are focusing on their goals and the overall success of the business.
A marketing campaign plan is one small piece of your marketing plan; actions designed to achieve a particular objective. It is not produced regularly as part of an annual cycle, it is project or situation-specific.
In contrast to a business plan, marketing plan, digital marketing plan and multichannel marketing plan, a campaign plan tends to have a limited duration to achieve defined objectives. It should integrate with, for example, your overall marketing plan, digital marketing plan and multichannel marketing plan to ensure full alignment.
Looking to take the next steps towards streamlined, efficient, omnichannel marketing? Plan a data-driven approach to marketing that integrates all your marketing activities across your key channels and platforms. Accelerate your results from existing and new marketing campaigns when you start winning more cutomers, for less, with the RACE Framework. Find out more.
Refund Policy|Terms & Condition|Blog|Sitemap