Campaign Plan

Overview

Transforms a client brief or business objective into a detailed, executable multi-channel campaign plan. Covers everything from audience targeting and channel selection to creative briefs, budget allocation, timeline, and measurement — giving the client a complete blueprint and the agency team clear marching orders.

When to Use

• Client has a product launch, promotion, or seasonal campaign
• A juma-client-brief has been completed and needs to be operationalized
• Quarterly planning requires campaign-level detail
• Client wants to understand how budget will be spent across channels
• New campaign needs coordination across multiple teams/channels

Prerequisites

• juma-client-context — brand, audience, goals, budget
• juma-client-brief (recommended) — structured campaign objectives
• juma-channel-audit (recommended) — informs channel selection
• juma-competitor-intel (recommended) — competitive positioning for messaging

Process

Step 1: Define Campaign Objective

Clarify the single primary objective using the marketing funnel:

1. Awareness: Brand recognition, reach, impressions
2. Consideration: Engagement, traffic, content consumption
3. Conversion: Leads, signups, purchases, demos

Define SMART goal: "Generate [X] qualified leads at $[Y] CPL within [Z] weeks"

Step 2: Audience Definition

From client context, define campaign-specific audience:

1. Primary audience: Demographics, psychographics, behaviors, pain points
2. Secondary audience: If applicable
3. Audience size estimates: Per platform (use platform tools)
4. Exclusions: Who NOT to target (existing customers, competitors, etc.)
5. Persona alignment: Map to client context personas

Step 3: Channel Selection

Select channels with clear rationale:

For each channel considered, document:

• Why this channel: Audience presence, objective alignment, competitive landscape
• Role in the campaign: Awareness driver, engagement builder, conversion closer
• Expected contribution: % of total results
• Budget share: % of total budget with justification

Typical channel mix by objective:

• Awareness: Paid social (Meta, TikTok), programmatic display, YouTube, influencer
• Consideration: Content marketing, SEO, email nurture, paid social retargeting
• Conversion: Paid search, email, retargeting, landing pages

Step 4: Messaging Framework

Develop core campaign messaging:

1. Campaign theme/big idea: Unifying creative concept
2. Key message: One sentence that captures the campaign value proposition
3. Supporting messages: 3-5 proof points or benefit statements
4. Tone: How the message should feel (aligned with brand voice)
5. Call-to-action: Primary CTA per funnel stage

Step 5: Creative Briefs by Channel

For each selected channel, create a mini-brief covering objective, audience, message, format, CTA, landing page, assets needed, and specs.

See creative-brief-template.md for the complete per-channel brief template, channel-specific considerations (Paid Social, Paid Search, Email, Content, Organic Social), and the brief checklist.

Step 6: Budget Allocation

Allocate budget across channels and phases. Include a budget pacing schedule with daily/weekly/monthly spend targets.

See budget-pacing-template.md for the complete budget allocation tables, phase-based pacing schedule, budget reallocation rules, and spend tracking template.

Step 7: Campaign Timeline

Build timeline with dependencies:

1. Planning phase: Strategy, creative development, approvals
2. Production phase: Asset creation, landing page build, tracking setup
3. Launch phase: Staggered or simultaneous channel launches
4. Optimization phase: Performance review cadence, adjustment triggers
5. Wrap-up phase: Reporting, case study, learnings documentation

Include key milestones: creative approval, asset delivery, campaign go-live, mid-campaign review, final report.

Step 8: Measurement Plan

Define how success will be measured:

1. Primary KPI: The one metric that defines success
2. Secondary KPIs: Supporting metrics per channel
3. Attribution model: Last-click, multi-touch, or custom
4. Reporting cadence: Daily/weekly/monthly during campaign
5. Benchmarks: What "good" looks like for each metric
6. Tracking setup: UTMs, pixels, conversion events needed

Step 9: Contingency Triggers

Define what-if scenarios:

1. Underperformance trigger: If [metric] is below [threshold] by [date], then [action]
2. Overperformance trigger: If [metric] exceeds [threshold], then [scale action]
3. External factors: Competitor response, market shift, PR crisis protocols
4. Budget reallocation rules: When and how to shift budget between channels

Step 10: A/B Testing Opportunities

Identify testable elements within the campaign:

1. Creative tests: Headlines, images, video vs static
2. Audience tests: Segment A vs B targeting
3. Channel tests: Platform A vs B for same objective
4. Landing page tests: Layout, CTA, form variations
5. Timing tests: Day-of-week, time-of-day optimization

Output Format

# Campaign Plan: [Campaign Name]
**Client**: [Client Name] | **Prepared by**: [Agency Name] | **Date**: [Date]

## Campaign Overview
- **Objective**: [SMART goal]
- **Duration**: [Start date] – [End date]
- **Total budget**: $[X] (media: $[Y] / agency: $[Z])
- **Primary KPI**: [Metric and target]

## Target Audience
### Primary Audience
- Demographics: [Details]
- Psychographics: [Details]
- Pain points: [Details]
- Platform behaviors: [Details]

### Audience Sizing
| Platform | Estimated Reach | Audience Size |
|----------|----------------|---------------|
| [Platform] | [N] | [N] |

## Messaging Framework
- **Big idea**: [Campaign concept]
- **Key message**: [One sentence]
- **Supporting messages**: [3-5 bullets]
- **CTA**: [Primary call-to-action]

## Channel Strategy

| Channel | Role | Budget | KPI Target | Content Type |
|---------|------|--------|------------|--------------|
| [Channel] | [Role] | $[X] ([%]) | [Metric: Target] | [Format] |

### Per-Channel Creative Briefs
See [creative-brief-template.md](creative-brief-template.md) for the per-channel brief format. Repeat for each channel.

## Budget Allocation

See [budget-pacing-template.md](budget-pacing-template.md) for the complete budget allocation, phase-based pacing, and tracking tables.

## Campaign Timeline

| Week | Phase | Activities | Deliverables | Owner |
|------|-------|-----------|--------------|-------|
| W1 | Planning | [Activities] | [Deliverables] | [Team] |
| W2 | Production | [Activities] | [Deliverables] | [Team] |
| W3 | Launch | [Activities] | [Deliverables] | [Team] |

## Measurement Plan
- **Primary KPI**: [Metric] — Target: [Value]
- **Secondary KPIs**: [List with targets]
- **Attribution**: [Model]
- **Reporting**: [Cadence]

## Contingency Plan

| Trigger | Condition | Action |
|---------|-----------|--------|
| Underperformance | [Metric] < [Threshold] by [Date] | [Action] |
| Overperformance | [Metric] > [Threshold] | [Scale action] |

## A/B Testing Plan
| Test | Hypothesis | Metric | Duration |
|------|-----------|--------|----------|
| [Test name] | If [change], then [result] | [Metric] | [Duration] |

## Approvals & Next Steps
- [ ] Client approval on strategy: [Date]
- [ ] Creative assets delivered: [Date]
- [ ] Tracking setup confirmed: [Date]
- [ ] Campaign go-live: [Date]

Common Mistakes

• No single clear objective — Campaigns that try to drive awareness AND conversions simultaneously usually do neither well. Pick one primary objective
• Equal budget distribution — Don't split budget evenly across channels. Allocate based on expected performance and audience presence
• Missing contingency plan — Every campaign needs clear triggers for adjustment. "We'll optimize as we go" isn't a plan
• Creative brief without specs — Channel-specific specs prevent production delays. Include dimensions, character limits, and file formats
• No testing plan — Every campaign is a learning opportunity. Build in A/B tests from the start
• Timeline without dependencies — Show what blocks what. Creative approval must happen before production begins

Related Skills

• juma-client-brief — Provides the structured objectives this plan operationalizes
• juma-content-calendar — Content pieces created for this campaign feed into the editorial calendar
• juma-paid-media-plan — Detailed paid channel execution within this campaign
• juma-ab-test-plan — Detailed test design for campaign experiments
• juma-analytics-setup — Tracking configuration needed for campaign measurement
• juma-reporting — Campaign performance feeds into client reporting