ABCDEFGHIJKLMNOPQRSTUVWXYZ
1
CAMPAIGN NAMEDescriptive name
2
CAMPAIGN OVERVIEWThe rationale behind the campaign, why you're doing it
3
CAMPAIGN DATESStart, end, any other important dates
4
AUDIENCE DESCRIPTIONNarrative description of the campaign target audience
5
AUDIENCE DEMOGRAPHICSDetailed description for targeting
6
CHANNELS AND TACTICSWhere the audience will encounter the campaign, i.e, email, social, search, TV, radio
7
BUDGETWhat you plan on spending
8
9
PRIMARY OBJECTIVEThe number one goal. Needs to be quantifiable within a time range, i.e., 15 sales in 5 days
10
SECONDARY OBJECTIVESAny other "nice to have" goals
11
12
SUCCESS METRICSDescribe the metrics that will show if you are on your way to achieving the Primary Objective, i.e., website visits, phone calls, form submissions
13
14
REASONS TO BELIEVEIn the audience's own words, why would they find this campaign compelling?
15
MARKETING COPYWhat we need to say to inspire audiences to believe, a set of copy for each Channel/Tactic
16
MARKETING VISUALSDescribe the visuals needed to inspire belief
17
18
OTHER DETAILSAny important point not covered above
19
20
ACCOUNTABILITIES AND TO-DOS
A list of tasks, due dates and who will do them
21
TASKASSIGNED TODUE DATE
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100