Campaign Planning Skill
Frameworks and guidance for planning, structuring, and executing marketing campaigns.
Campaign Framework: Objective, Audience, Message, Channel, Measure
Every campaign should be built on this five-part framework:
1. Objective
Define what success looks like before planning anything else.
- Awareness: increase brand or product visibility (measured by reach, impressions, share of voice)
- Consideration: drive engagement and education (measured by content engagement, email signups, webinar attendance)
- Conversion: generate leads or sales (measured by signups, demos, purchases, pipeline)
- Retention: re-engage existing customers (measured by churn reduction, upsell, NPS)
- Advocacy: turn customers into promoters (measured by referrals, reviews, UGC)
Good objectives are SMART: Specific, Measurable, Achievable, Relevant, Time-bound.
Example: "Generate 200 marketing qualified leads from mid-market SaaS companies in North America within 6 weeks of campaign launch."
2. Audience
Define who you are trying to reach with enough specificity to guide messaging and channel decisions.
- Demographics: role/title, seniority, company size, industry
- Psychographics: motivations, pain points, goals, objections
- Behavioral: where they consume content, how they buy, what they have engaged with before
- Buying stage: are they unaware of the problem, researching solutions, or ready to buy?
Create a brief audience profile (not a full persona) for campaign planning:
"[Role] at [company type] who is struggling with [pain point] and looking for [desired outcome]. They typically discover solutions through [channels] and care most about [priorities]."
3. Message
Craft the core message and supporting points that will resonate with the audience.
- Core message: one sentence that captures what you want the audience to think, feel, or do
- Supporting messages: 3-4 points that provide evidence, address objections, or elaborate on benefits
- Proof points: data, case studies, testimonials, or third-party validation for each supporting message
- Differentiation: what makes your offering different from alternatives (including doing nothing)
Message hierarchy:
- Why should I care? (addresses the pain point or opportunity)
- What is the solution? (positions your offering)
- Why you? (differentiates from alternatives)
- What should I do? (call to action)
4. Channel
Select channels based on where your audience is, not where you are most comfortable.
See the Channel Selection Guide below for detailed guidance.
5. Measure
Define how you will know the campaign worked. See Success Metrics by Campaign Type below.
Channel Selection Guide
Owned Channels
| Channel |
Best For |
Typical Metrics |
Effort |
| Blog/Website |
SEO, thought leadership, education |
Traffic, time on page, conversions |
Medium |
| Email |
Nurture, retention, announcements |
Open rate, CTR, conversions |
Low-Medium |
| Social (organic) |
Awareness, community, brand building |
Engagement, reach, follower growth |
Medium |
| Webinars |
Education, lead gen, product demos |
Registrations, attendance, pipeline |
High |
| Podcast |
Thought leadership, brand awareness |
Downloads, subscriber growth |
High |
Earned Channels
| Channel |
Best For |
Typical Metrics |
Effort |
| PR/Media |
Awareness, credibility, launches |
Coverage, share of voice, referral traffic |
High |
| Guest content |
Audience expansion, SEO, credibility |
Referral traffic, backlinks |
Medium |
| Influencer/Partner |
Audience expansion, trust |
Reach, engagement, referral conversions |
Medium-High |
| Community |
Awareness, trust, feedback |
Mentions, engagement, referral traffic |
Medium |
| Reviews/Ratings |
Credibility, SEO, consideration |
Review volume, rating, conversion lift |
Low-Medium |
Paid Channels
| Channel |
Best For |
Typical Metrics |
Effort |
| Search ads (SEM) |
High-intent lead capture |
CPC, CTR, conversion rate, CPA |
Medium |
| Social ads |
Awareness, retargeting, lead gen |
CPM, CPC, CTR, CPA, ROAS |
Medium |
| Display/Programmatic |
Awareness, retargeting |
Impressions, CPM, view-through conversions |
Low-Medium |
| Sponsored content |
Thought leadership, lead gen |
Engagement, leads, cost per lead |
Medium |
| Events/Sponsorships |
Relationship building, brand |
Leads, meetings, pipeline influenced |
High |
Channel Selection Criteria
When choosing channels, consider:
- Where does your target audience spend time?
- What is the buying stage you are targeting? (awareness channels vs. conversion channels)
- What is your budget? (paid channels require spend; owned/earned require time)
- What content assets do you already have or can you produce?
- What has worked in the past? (reference historical data if available)
Content Calendar Creation
Calendar Structure
A content calendar should answer: what, where, when, who, and why for every piece of content.
| Date |
Content Piece |
Channel |
Audience Segment |
Campaign/Theme |
Owner |
Status |
Calendar Planning Process
- Start with milestones: campaign launch, event dates, product releases, seasonal moments
- Work backward: what needs to be live and when? What is the production lead time?
- Map content to funnel stages: ensure coverage across awareness, consideration, and conversion
- Batch by theme: group related content pieces into weekly or bi-weekly themes
- Balance channels: do not over-index on one channel; ensure the audience sees the campaign across touchpoints
- Build in flexibility: leave 20% of calendar slots open for reactive or opportunistic content
Content Cadence Guidelines
- Blog: 1-4 posts per week depending on team size and goals
- Email newsletter: weekly or bi-weekly for most audiences
- Social media: 3-7 posts per week per platform (varies by platform)
- Paid campaigns: continuous during campaign window with creative refreshes every 2-4 weeks
- Webinars: monthly or quarterly depending on resources
Production Timeline Benchmarks
- Blog post: 3-5 business days (research, draft, review, publish)
- Email campaign: 2-3 business days (copy, design, test, send)
- Social media posts: 1-2 business days (draft, design, schedule)
- Landing page: 5-7 business days (copy, design, development, QA)
- Video content: 2-4 weeks (script, production, editing)
- Ebook/whitepaper: 2-4 weeks (outline, draft, design, review)
Budget Allocation Approaches
Percentage of Revenue Method
- Industry benchmark: 5-15% of revenue for marketing, with B2B typically at 5-10% and B2C at 10-15%
- Startups and growth-stage companies often invest 15-25% of revenue in marketing
- Within the marketing budget, allocate across brand (long-term) and performance (short-term)
Channel Allocation Framework
A common starting framework (adjust based on goals and historical data):
| Category |
Percentage of Budget |
Examples |
| Paid acquisition |
30-40% |
Search ads, social ads, display |
| Content production |
20-30% |
Blog, video, design, ebooks |
| Events and sponsorships |
10-20% |
Conferences, webinars, meetups |
| Tools and technology |
10-15% |
Analytics, automation, CRM |
| Testing and experimentation |
5-10% |
New channels, A/B tests, pilots |
Budget Optimization Principles
- Start with your highest-confidence channel and allocate 60-70% of paid budget there
- Reserve 15-20% for testing new channels or tactics
- Shift budget monthly based on performance data (do not set and forget)
- Account for production costs, not just media spend
- Include a 10-15% contingency for unexpected opportunities or overruns
Success Metrics by Campaign Type
Awareness Campaign
| Metric |
What It Measures |
| Reach/Impressions |
How many people saw the campaign |
| Brand mention volume |
Increase in brand conversations |
| Share of voice |
Your mentions vs. competitors |
| Direct traffic |
People coming to your site unprompted |
| Social follower growth |
Audience building |
Lead Generation Campaign
| Metric |
What It Measures |
| Total leads |
Volume of new contacts |
| Marketing qualified leads (MQLs) |
Leads meeting quality threshold |
| Cost per lead (CPL) |
Efficiency of spend |
| Lead-to-MQL conversion rate |
Quality of leads generated |
| Pipeline influenced |
Revenue opportunity created |
Product Launch Campaign
| Metric |
What It Measures |
| Signups or trials |
Adoption of new product |
| Activation rate |
Users who complete key first action |
| Media coverage |
Earned media hits |
| Social buzz |
Mentions, shares, engagement spike |
| Feature adoption |
Usage of specific launched features |
Retention/Engagement Campaign
| Metric |
What It Measures |
| Churn rate change |
Customer retention improvement |
| Engagement rate |
Interactions with campaign content |
| NPS or CSAT change |
Satisfaction improvement |
| Upsell/cross-sell revenue |
Expansion revenue |
| Feature adoption |
Usage of promoted features |
Event/Webinar Campaign
| Metric |
What It Measures |
| Registrations |
Interest generated |
| Attendance rate |
Conversion from registration |
| Engagement during event |
Questions, polls, chat activity |
| Post-event conversions |
Leads or pipeline from attendees |
| Content repurposing reach |
Downstream audience from recordings |
