Exercise Overview

Time Required: 60 minutes

Format: Individual or small group

Deliverable: A comprehensive multi-channel campaign plan document

Objective

Develop a complete campaign plan for a product launch, feature announcement, or demand generation initiative. You'll define strategy, select channels, allocate budget, create a timeline, and establish success metrics.

Scenario

Choose one of these scenarios (or use a real campaign from your organization):

Scenario A: New Product Launch

• Your company is launching a new SaaS product for mid-market finance teams
• Product helps automate expense reporting and approval workflows
• Goal: Generate 500 qualified leads and 50 demos in first quarter
• Budget: $50,000

Scenario B: Feature Announcement

• Your existing product is adding AI-powered analytics capabilities
• Target: Current customers for upsell + new prospects
• Goal: Drive 30% of existing customers to upgrade tier, plus 200 new leads
• Budget: $30,000

Scenario C: Demand Generation

• Ongoing campaign to fill pipeline for core product
• Target: VP of Marketing at SMB companies (50-500 employees)
• Goal: Generate 300 MQLs per month with <$150 CPL
• Budget: $40,000/month

Instructions

Part 1: Campaign Strategy (15 minutes)

Campaign Foundation:

1. Campaign Name: _
2. Primary Objective: [Be specific - what business outcome are you driving?]
3. Target Audience:
   • Buyer Persona: [Role, title, responsibilities]
   • Company Profile: [Industry, size, geography]
   • Pain Points: [What problems do they have?]
   • Buying Committee: [Who else influences the decision?]
4. Value Proposition: [In one sentence, why should they care?]
5. Key Messages:
   • Message 1: _
   • Message 2: _
   • Message 3: _
6. Campaign Offer/Hook: [What content or incentive will you use? E.g., whitepaper, webinar, free trial]

Part 2: Channel Selection & Strategy (20 minutes)

Select 4-6 channels for your campaign and document your strategy for each:

Channel 1: _

Why this channel? [How does it fit your audience and goals?]

Tactics: [Specific approach - e.g., "LinkedIn Sponsored Content with Lead Gen Forms targeting CFOs at 100-1000 employee companies"]

Budget Allocation: $_

Expected Performance:

• Impressions/Reach: _
• CTR: %
• Conversions: _
• CPL: $_

Creative Needs: [Ad copy, images, landing page, etc.]

Channel 2: _

[Repeat structure above]

Channel 3: _

[Repeat structure above]

Channel 4-6: _

[Continue for all selected channels]

Channel Mix Summary

Create a table summarizing your channel plan:

Channel	Budget	% of Total	Expected Leads	Expected CPL	Rationale
TOTAL		100%

Part 3: Full-Funnel Mapping (10 minutes)

Map how your campaign addresses each funnel stage:

Top of Funnel (Awareness):

• Channels: _
• Content/Offers: _
• Goal: _

Mid-Funnel (Consideration):

• Channels: _
• Content/Offers: _
• Goal: _

Bottom of Funnel (Conversion):

• Channels: _
• Content/Offers: _
• Goal: _

Post-Conversion (Nurture):

• Channels: _
• Content/Offers: _
• Goal: _

Part 4: Timeline & Execution Plan (10 minutes)

Create a campaign calendar:

Campaign Duration: weeks/months

Pre-Launch (Weeks -2 to -1):

• Week -2: Content creation, design, landing page build
• Week -1: QA, approvals, tracking setup
• T-3 days: Final review and team briefing

Launch Phase (Week 1-2):

• Day 1: Email send to house list, ads go live
• Day 3: Webinar promotion begins
• Day 7: First performance review
• Day 14: Mid-campaign optimization

Active Phase (Week 3-8):

• Weekly: Performance monitoring and optimization
• Bi-weekly: Budget reallocation based on performance
• Month 1 end: Major review and pivot if needed

Wind-Down (Week 9-10):

• Final push/urgency messaging
• Lead scoring and handoff to sales
• Campaign retrospective

Key Milestones

Date	Milestone	Owner	Dependencies
	Campaign brief complete
	Creative assets finalized
	Landing pages live
	Campaign launch
	Webinar date (if applicable)
	Campaign end

Part 5: Success Metrics & Reporting (5 minutes)

Primary KPIs:

• Total Leads: _ (Target)
• MQLs: _ (Target)
• Demos/Opportunities: _ (Target)
• CPL: $_ (Target)
• Pipeline Generated: $_ (Target)

Secondary KPIs:

• Impressions: _
• CTR: _%
• Landing Page Conversion Rate: _%
• Email Open Rate: _%
• Lead-to-Opportunity Rate: _%

Reporting Cadence:

• Daily: Check spend and conversion tracking
• Weekly: Full performance review with team
• Bi-weekly: Executive summary
• End of campaign: Comprehensive retrospective

Deliverable Format

Compile your plan into a presentation or document with these sections:

1. Executive Summary (1 slide/page)
   • Campaign objective, audience, budget, expected outcomes
2. Campaign Strategy (2 slides/pages)
   • Target audience deep-dive
   • Value proposition and messaging
   • Campaign offer/hook
3. Channel Plan (2-3 slides/pages)
   • Channel mix and rationale
   • Budget allocation table
   • Expected performance by channel
4. Funnel Strategy (1 slide/page)
   • How campaign covers awareness → conversion
   • Content and offer sequencing
5. Execution Timeline (1 slide/page)
   • Campaign calendar with key dates
   • Milestones and dependencies
6. Measurement Plan (1 slide/page)
   • KPIs and targets
   • Reporting structure
7. Resource Requirements (1 slide/page)
   • Team roles and responsibilities
   • External vendors/agencies needed
   • Content and creative assets required

Presentation Exercise (Optional)

If working in a group, each person/team presents their campaign plan for 10 minutes:

• Present the plan as if pitching to a CMO for budget approval
• Others provide feedback on strategy, channel mix, and feasibility
• Discuss trade-offs and alternative approaches

Discussion Questions

1. Channel Mix: Why did you prioritize certain channels over others? What assumptions are you making about your audience's media consumption?
2. Budget Allocation: If your budget were cut by 50%, which channels would you keep and why? What if it doubled?
3. Risk Mitigation: What are the biggest risks to this campaign's success? How would you mitigate them?
4. Measurement: How long until you'll know if the campaign is working? What early indicators will you watch?
5. Optimization: What are 3 specific things you'll test or optimize mid-campaign?

Bonus Challenge

Create a "Campaign Brief" using the template from Artifact 13.1 that fully documents your campaign plan in the standardized format your team would actually use.