Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. DIGITAL MARKETING CAMPAIGN TEMPLATEABOUT THIS TEMPLATEWe’ve created this template to help marketers plan a campaign and also brief colleagues and agencies in away which really integrates digital marketing into their campaigns. CAMPAIGN TEMPLATECampaign Name CampaignCampaign team Target live date SMART goals: Keep these tied to measurable KPI’s, ideally1.
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Before you start talking, find out who you’re talking to. Is your offering aimed at the everyman end-user whose concerns are unlikely to extend beyond issues of personal relevance such as convenience and usability? Getting a good handle on the target audience will let you make your moves with confidence later in the game, so you want to be as accurate as possible. More often than not, dig enough and you’ll find some that are shared by all levels – all personas.
Everybody has problems they need solving, and aligning your offering to those is key to generating appeal.


If your offering can save their users time spent on routine tasks, freeing up that time to use on more crucial things (or even to get the job done and knock off earlier – thumbs up for staff morale!), call it out. As marketing strategist David Meerman Scott put it, are you going to earn your way in, or buy, beg, and bug your way in? This is inbound versus outbound marketing – getting found through strong branding and content marketing, versus finding folks and showing them what you’ve got. Useful, compelling content is the meat and potatoes of your campaign. This is the thing that makes people even want to take a look at your offering, much less put it on the shortlist to their shortlist. The only sure way to success in any campaign is working on what you can quantify. But first you need to define what those are. Additionally, consider: what can you afford to do in-house? What can and should you outsource? And do you have reserves? OFFER AND MESSAGINGCampaign “Big Idea” The hook, theme or main message you want the audience to recall and act uponUnique Value Benefits of ultimate marketing Corresponding featuresProposition outcome, e.g. MEDIA PLAN AND BUDGET ONLINE – Potential media OFFLINE – Potential media source sources & sequence. We are constantly adding new documents and features to address user requests and the evolving business landscape. Our Business-in-a-Box software gives you unlimited lifetime access to our entire collection of 1,800 business and legal document templates. Or does it target, say, 5-10 man companies, who would typically be more concerned about flexibility and cost savings? Now would be a good time to call in support from your comrades on the ground, and look deep into the profiling. These universal pain points bear as much attention as the big hurts that afflict only, say, IT staff or large enterprises. If it will give cash-strapped companies a means of getting the functionality of expensive solutions on their own terms, underscore it. Nail down what works for yours, and align them with the overall objective. Think about brand awareness.
The metrics you collect along the course of the campaign will tell you how you can tweak and adjust your performance to achieve those numbers.


No matter how great your offering, if it doesn’t resonate with them, they’re not likely to spend on it. Product demo videos, case studies, blog posts filled with helpful tips – you have a lot of choices to present your offerings. You want each activity you run to have a direct and positive impact on how people perceive you and your offerings.
What are we trying to achieve through our campaign and how will weknow when we achieve it?2.Target audience, customer insight and targeting.
Identify what matters, and what processes need to be put in place to track and measure them. Campaign messages What do you want your audience to do, think, or feel - andand offer why would they, what is in it for them, where is the value exchange? Include both rational and emotional benefits.Credibility How do you prove what you say is valid?Key brand messages Not all prospects will be familiar with your brand.
Which campaign or product offers will engage and convert our audience?4.Strategy or strategies.
These are the main focus of blog updates featured inour Emarketing Essentials Enewsletter where we have regular practical advice on the digital marketingtactics that matter most in delivering better results to most companies, i.e.
Dynamic.Creative Opportunities and collateral available for: • Rich media and video • Content and guides • Viral effect - what will be the viral agent? STRATEGYStrategies for each How - will you address the audience with the offer, messageobjective and positioning that you have created.



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