✦Marketing · 12 records · for a shared workspaceRun a marketing campaign

Campaigns sprawl because the success measure is agreed afterwards. This fixes the audience, the message and the number first, and only then commissions the work — which also makes it obvious what does not need making.

Install this templateSee the others

Free on any plan. You will see this list again in the app, and nothing is created until you press install.

✦ Everything it creates

The whole plan, before you install it

Goal

A campaign that moved the number Month 2

One audience, one message, one number, agreed before anything is made.

The brief Week 2

Short and early. Everything made is downstream of it.

  • Write who it is for and what it saysDo firstDay 4
  • Agree the number it has to moveDo firstDay 7
  • Set the run dates and the budgetDay 12

Make and run it Month 2

Only what the brief actually needs.

  • Produce the assetsWeek 5
  • Check the tracking works before it runsDo firstWeek 6
  • Review against the number two weeks after it endsDo firstWeek 8

Routines

  • Check the campaign numbersweekly
✦ It puts something in the calendar

Dates you will not have to remember

Campaign goes live

Week 609:0060 min
✦ It comes with a note

Agree the number first

Agreeing the success measure afterwards is how a campaign becomes impossible to judge, and therefore impossible to improve on next time.\n\nReach and impressions are easy to report and rarely answer the question anybody actually asked. Pick the number at the start and review against that one.

✦ Questions

Run a marketing campaign, answered.

Who it is for, what it says, when it runs and what number it moves. Agreeing the number afterwards is how a campaign becomes impossible to judge and therefore impossible to improve on next time.
This plan runs on eight weeks, most of which is production. The brief is deliberately short and early, because everything that gets made is downstream of it and remaking things is where campaign budgets actually go.
Against the number chosen at the start, measured after enough time has passed. Reach and impressions are easy to report and rarely answer the question anybody actually asked.
✦ More templates

Other systems you can install

Marketing

Content calendar

A month planned in advance and a weekly slot that fills it, so publishing stops being a scramble.

Marketing

Product launch

The thing being ready and the audience being ready, worked on in parallel.

Marketing

Start a newsletter

The first ten issues written on a schedule, and somewhere for readers to come from.

Marketing

Improve search rankings

Fix what is broken, then write the pages worth ranking — in that order, because the second is slow.

Install it and start this evening

It takes one press. Everything it creates is tagged, so if it turns out not to suit you, it is easy to find and remove together.

Install this template