What are the six essential parts of a campaign planning template?
Today's marketing campaigns are complex since they need to reach and engage audiences across a range of digital and traditional channels as shown by our RACE growth system visual.
In this article, we'll step you through an effective structure for briefing marketing campaigns to an agency or in-house team that has been used by tens of thousands of businesses in different sectors including financial services, retail, travel and consumer brands. I will also answer some of the key questions about marketing campaigns.
I originally developed the template for structuring one-day training courses on Creating Effective Marketing Campaigns that I ran for the Chartered Institute of Marketing in the UK. We emailed the Word template to course participants after the training so that they could adapt it to their planning process. For…
Do you think your business is good at writing briefs? Your agency likely disagrees...
Research from Smart Insights exploring best practices for marketing planning has often reviewed the importance of annual marketing planning and how to structure marketing and digital marketing plans.
See, for example, our recent Digital Maturity research report reviewing how many businesses integrate planning for digital marketing into their annual plans.
However, we haven’t explored how marketers approach the process of creating a marketing campaign brief and whether it is effective.
Of course, this is important because of the amount of investment in marketing campaigns that support and must deliver on targets set out in annual marketing plans.
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But, we do recognize the importance of a structured, insights-driven campaign planning process through the templates recommending how to structure a brief in our campaign planning toolkit.
Campaign Planning Learning Path module learning objectives:
Define the essential parts of a marketing campaign…
