Campaign Planning

Do I need to be Campaign Planning? Answer these questions:

  • Do you have an event coming up?
  • Do you want to push one aspect of your service?
  • Do you have a new product or service or an add-on to an existing one?

Then you will need a Campaign Plan! A campaign plan is a little like the marketing plan that we produce, except the campaign plan is generally implemented over a shorter period of time.

Let’s say you have a new service. You have a great idea and you want to form a campaign around it. Here are a few steps that you need to go through:

  1. Customers – discuss the type of customers this will appeal to – are they the right ones? What are their interests? Male vs Female ratio? Location? Demographic? Businesses or Joe Public?
  2. The Offer – discuss what the service will look like – will it be a free service? If it’s not, how much will you charge? What will be included? What won’t be included? Why will they like this new service? How will it help them?
  3. Message – which aspects of the service will appeal most to the prospective client? Why should they choose you over the competition?
  4. Marketing Channels – refer back to point 1 and ask; what channels am I going to use to communicate this? Would my customers be on Facebook, or would Linkedin be better? Should I advertise in a local magazine? Should I create a video? Should I advertise on the radio? Do I have their email addresses?
  5. Marketing Channels, part two – should I do and advert, advertorial or editorial for the newspaper? Should I leave the video on Youtube or should I distribute on Facebook, Twitter but not Linkedin?  Should I send a monthly or weekly email?

Once you have most of the above sorted you can put a physical plan in place.

What will the campaign plan look like?

  • Create a table.Campaign plan example
  • You should have three headings – Marketing Channel e.g. Advert in XXX Magazine, Responsibility, Deadline
  • Under Marketing Channel should be the things you need to do e.g. Write copy, Submit copy to Editor, Design brief to Magazeine, Design proof 1, Advert Deadline, Distribution.
  • Responsibility – if there is more than one person in your company then you’ll need to assign someone who is responsible for that activity.
  • Deadline – When does that activity need to be completed by?


When should I produce a Campaign plan?

Ideally, two to three months before your launch date. No less than three if you are using an advertising medium.

Surely, I can just do this on the fly?

You could but would it be effective? Think about it, if you had one leaflet going out here, an advert a few months later, a different aspect of your service is on the front page of your website – are you really targeting that client base to tell them about this new service?

A campaign needs a launch date and for all of the relevant Marketing Channels to convey the same consistent message and look across all of them.

Let me put it bluntly for you, half-hearted marketing will get you little or no results. Don’t waste your time unless you are going to do it properly.

How can Mazzle help you?

We can:

  • Have a Campaign Plan meeting with you to make sure you have all of the components and that you have considered all angles and perhaps identify a hidden target market.
  • Produce the campaign plan for you.
  • Help you carry out the campaign plan e.g. liaising with designers and publications, sending out email campaigns etc.
  • Report on the success.

Do you want to give your new service the best start?
Call us now on 01604 434170.