The Marketing Campaign Template you can build on yourself
7th August 2020
Marketing campaigns are a handy way of bringing together marketing activities towards a single goal. In the wild, they’re the culmination of a team’s efforts to promote a particular product or service that your company offers.
The better the marketing campaign, the more effective the promotion. And if your promotions are more effective, your brand becomes more memorable in its space. As you can already gather, marketing campaigns really drive the fundamentals of marketing. Your campaigns turn your ideas into results.
What’s the alternative?
Randomly churning out content and hoping something hits the mark.
Take it from us - that doesn’t work. Whatever you’re doing, you need the structure of a campaign.
In a nutshell, a marketing campaign is a concentrated effort to promote a product, service, employer brand, or anything else your business values.
Marketing campaigns use a range of marketing channels, from media like TV and print, pay-per-click ads, search engines, and social media platforms.
As part of a marketing campaign, each channel works together to help the marketing campaign reach its goal.
Often the marketing journey that turns prospects into leads into customers is quite complex, so having several relevant channels running together amplifies your chances of attracting new customers.
It’s different for every business though, so we’d recommend finding out what works for yours.
Putting together a marketing campaign that works can be tricky. There’s a lot to think about.
What is the overall message? How much do you expect to pay per lead? How do you know which channels are going to work? What content do you need to promote on each channel? Who is going to launch the campaign and manage the process? What does success look like for each channel? How are you going to attribute a lead to each channel?
And that’s where your marketing campaign template comes in.
It helps you organise your campaigns based on your overall marketing strategy and focus on what’s important: your business objectives.Social media strategy examples form your favorite brands
First of all you’ll want to list all your business objectives:
Now list your marketing objectives. Make them specific and focus on quantitative targets.
OK, now it’s brainstorming time. We’d recommend taking an hour out to do this with your team.
Each marketing campaign you launch should contribute to at least one of these marketing objectives. Some will contribute to more than one.
Brainstorm marketing campaign ideas with your team and come up with a list.
Now split the list into three buckets. Each of your marketing objectives for that year/quarter is a bucket. That will look something like this...
Next ask your team: how likely is each of these marketing ideas to help you achieve the targets?
Rank these in order within each bucket, then add as many from the top of each bucket to your marketing plan.
But how do you know which campaign idea is likely to perform best? Use previous campaigns as a benchmark, and lean on channels you know work well for your business.
Or in other words, take an educated guess. Here’s what we would consider an educated guess:
It’s backed by data / information on previous campaigns or similar case studies you’ve read on the internet
It’s something that’s really going to resonate with your target audience. A quick survey will help you be sure.
It’s something that has lots in common with your product or service. A free tool that’s similar to your product could be a good entrypoint for leads, for example.
It’s not going to take long. That’s great, the sooner you can launch and get results, the better.
Here are some bad reasons to choose to run a marketing campaign.
You pick the one channel you know how to use. You need to test more channels if you want to grow.
You’ve done exactly the same campaign before. How can you make your new campaign exciting?
Someone who’s not in marketing wants you to do it. Marketing is the public-facing part of your company, so it’s natural that everyone has an opinion. But often other people’s opinions will lead you astray.
It seems impressive. Maybe you’re biting off more than you can chew? Focus on smaller campaigns that are clearly going to be valuable.
When you’ve got to this stage, you’ll start planning out which channels you want to promote on, who owns each channel, and what exactly they need to prepare to make the campaign a success.
What really matters to your company? Leads? Sales? Retention?
Having a marketing campaign template helps you focus on what’s going to improve your business as a whole. Rather than getting stuck in the weeds, planning and organising a campaign focuses your mind on how you can actually make a difference.
Before you dive into campaign planning your business’s need should be the first and only thing on your mind.
It reminds you who your audience is
Don’t lose sight of who your target customers are.
Knowing your customers well means you can engage them with content and promotions that you know they will respond to. Try and talk to too many people, on the other hand, and you will end up talking to no one.
It helps you create themes
Many successful marketing campaigns have a theme running right through them.
Apple’s “Shot on iPhone” social media marketing campaign was to demonstrate the quality of the camera on their iPhone X.
This was a campaign to promote a particular product and used non-professional photographers to demonstrate the quality of the camera.
The company launched a dedicated Instagram account and ran a series of TV adverts. The overall theme the campaign chimed in with was, of course, Apple’s high-quality products.
In this way, a campaign builds on what has gone before. At the same time, it creates a ‘consistent theme’ for your audience.
What direction does your business want to move into?
A great marketing campaign template clearly divides responsibilities across your team.
In addition, there will be clearly defined meetings, updates and catch-ups to help the campaigns stay on track.
It tells you what content you need
Once you’ve decided on a campaign goal, and the channels involved, you’ll need content. You’ll need copy and imagery for each channel involved.
Your marketing campaign template keeps everyone on track with the imagery and copy needed for each channel so you’re not scrambling for content or imagery at the last minute.
It keeps you using the right channels
The mix of channels you use is such an important part of deciding on your marketing campaign. That’s because your business should be promoting content on the channels your customers are on.
Looking to drive brand awareness? Use a visual channel like Youtube Ads or social channels. Looking for leads to pass on to your sales team? Use outbound channels like email to encourage a yes/no conversation.
We’d recommend throwing in an untested channel with every campaign.
That means you’re driving leads (or whatever your goals are) with 70% of your efforts, and 30% of your efforts are dedicated to testing whether new channels will work for your business.
Doing both at the same time sets you up for success. Every time you find another channel that works for your business it suddenly becomes easier to meet your marketing goals.
The harder you push new channels the more you learn what works for your business
The more you learn what works for your business, the easier marketing gets
The easier marketing gets, the more you need to push new channels harder to find new opportunities
Although this seems like a frustrating cycle, the benefits are massive. This test-and-learn approach is the basis for every successful marketing campaign.
It doesn’t matter whether you’re running Facebook ads or creating search engine-friendly content.71 Social Media Scheduling Tools for 2020 (with verified reviews)
This video for the Museum of Old and New Art (MONA) in Hobart, Australia is weird. But then so is the museum.
The video is also a little off-putting. But then so too is the museum.
This Youtube video was a huge hit for the museum. It counted on people’s curiosity which, of course, is what the museums itself relies on to get visitors through the door.
Even though the video was nearly two minutes long, many viewers watched right to the end. Yes, even in this era of poor attention spans it worked a treat.
Ikea has a super-fan. Her name is Yanjaa and she has memorised the entire catalogue. The company refer to her as their ‘human catalogue.’
They made the most of this by creating a live Facebook event where the general public could test Yanjaa’s skills.
The campaign brought in a huge audience and challenged them to memorise the Ikea catalogue too – to see if they were as bright as Yanjaa.
This was a brilliant selling point for Ikea (we’re guessing they managed to shift more than the odd Pong seat that day). It also got the company a lot more followers on Facebook.
The campaign was funky and fun, exactly what we’d expect to see from Ikea.
Kate Spade email campaign
Trendy retail outlet Kate Spade used their existing customer base email list to send out their sales offer. Of course, lots of retailers do this – but they’re often sneaky about it by offering a ‘first’ sale and then a ‘second’ sale with more money off a few weeks down the line.
By saying their sale was a ‘one-off,’ Kate Spade told its customers it wasn’t going to do that. This meant that if they wanted a bargain, they had to head over to their website pronto. What’s gone is gone for good.
Adding a sense of urgency to your campaigns helps drive a quicker action. That suits most marketers who need results as soon as possible.
'Donate Your Words' TV advert
British comedian Sue Perkins teamed up with Cadbury’s chocolate and Age UK to help launch the 'Donate Your Words' campaign aimed at combating loneliness.
The chocolate firm reacted to stats published by Age UK which found 1.4 million older people struggle with loneliness. Another 225,000 individuals said they often went a whole week without speaking to anyone.
So, Sue Perkins spent 30 hours doing just that – not speaking a word to anyone.
She then described this in a memorable advert on Sky TV. More adverts featured older people telling how it felt to be lonely.
Meanwhile, 30p from every Cadbury special edition bar went to the Age UK charity to set up a telephone friendship service.
Cadbury’s gained significantly more viewers aged over 65 after the first advert. This increase continued as the campaign went on. Word of mouth exposure was also up.
The number of consumers who said they were likely to buy Cadbury products increased too.
Greggs product launch campaign
The Great British snacking institution Greggs used a marketing campaign when they decided to launch their vegan sausage roll on the unsuspecting public.
They introduced the healthy snack during ‘Veganuary’ and supplied it in a box similar to the iPhone packaging.
The brand isn’t exactly known for its healthy food so this was an unusual concept for Greggs. Still, Greggs pulled the campaign off. The vegan sausage roll became its fastest-selling new product in five years.
Sales grew by 14% and organic Twitter reach for the campaign hit 24 million. The launch film was watched eight million times. As many as 90% of consumers Greggs asked said it changed their perception of Greggs for the better.
We’ve come up with a free digital marketing campaign template to help you focus on hitting your marketing goals.
But, we understand that all marketers are different, and our marketing campaign template might not work for everyone, so here are some other examples of marketing campaign templates you could use:
A digital marketing campaign template cuts out traditional off-print media, such as print, television. Instead it focuses on familiar digital marketing channels such as social advertising, SEO and email.
This Digital marketing campaign template from the Content Marketing Institute focuses specifically on building a social media campaign. It’s dissected into columns for benefits, topics, and who the audience is.
It’s a great in-depth template, but there’s too much detail there for us. If you’re someone who likes to plan things out meticulously or you want to drill down into a specific channel, this could be the one for you.
Though the template focuses on social media, you could easily use it for another channel. The purpose, plan and measurement sections should be the same for any channel you look into.
This digital marketing campaign template from TeamGantt can tell users whether the campaign has gone over the number of budgeted hours. It does this by tracking the hours logged and highlighting them using colour coding.
And guess what? TeamGantt’s preferred template is a Gantt chart.
“A Gantt chart is a type of bar chart that illustrates a project schedule that shows the dependency relationships between activities and current schedule status.” Thank you Wikipedia.
TeamGantt’s template also allows you to ‘drag and drop’ to reschedule activities.
Marketing channels can also be divided into subgroups to see clearly how each is individually performing.
Your marketing campaign brief template is where the whole thing starts. This is where you’ll set down your campaign goals, the metrics you want to measure, and the campaign timelines.
You can then create a task for every piece of work noted in the marketing campaign brief template. Next, assign the tasks to individuals along with a deadline.
Your marketing campaign brief template should also note your budget and what resources you have available.
This version from CoSchedule certainly gives plenty of detail. It discusses the purpose of the campaign, audience, main message and tone. It even looks at what competitors are doing. There is no specific category for distribution channels though:
If you’re running a big campaign, or your campaign is running in different locations, then a Marketing campaign management template becomes essential for keeping everyone informed about who is doing what and when.
That way, deadlines and feedback etc should be noted so that nothing slips through the cracks.
This marketing campaign management template from Asana shows who is in charge of certain activities throughout the planning, creation and promotion stages.
This Marketing campaign management template is also colour-coded to show how essential each step of the campaign is.
But whichever campaign template you choose, make sure you’re able to tie together strategy and execution.
You want nothing to be lost between the intentions of your marketing campaign and the way it actually turns out.
Great marketers are able to carry awesome ideas through to an awesome result.
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