Campaign Planning Template

Use this as your working checklist

• Primary outcome
  What single business result should this campaign produce?
• Audience
  Who are we trying to reach, and what problem or intent matters?
• Offer
  What are we asking them to do, and why should they care now?
• Primary channel
  Where will the first version of the campaign run?
• Budget + timeframe
  How much can we spend, and how long will we run before reviewing?
• KPIs
  Which small set of numbers will tell us if the campaign is working?
• Tracking
  What conversion event and UTM naming convention will we use?
• Decision rules
  What result would make us scale, change, or stop?