Intermediate level · Module 1: Market Research, Personas and Campaign Strategy · Lesson 3 of 3
Writing the Campaign Strategy
Combine research, objectives, channels, budget and measurement into one plan a client can approve.
In this lesson you will
- Set campaign objectives and KPIs
- Allocate a budget across channels and weeks
Key concepts
campaign objectivechannel mixbudget allocationKPI and target
The lesson
A campaign strategy brings everything together: the goal, audience, key messages, channels, content plan, budget, timeline and how results will be measured.
Allocate budget to the channels that serve the goal. Present it in USD with the SSP equivalent and include a contingency.
Write for the client: clear headings, short paragraphs and tables. They should understand the plan in five minutes.
Step by step
- Write the goal and audience summary.
- Choose channels and justify each.
- Build the weekly plan and budget table.
- Define how each KPI will be measured.
Practice activity
Write a two-page campaign strategy for your client with a weekly plan and a budget table in USD and SSP.
Expected result: A client-ready strategy document.
Check your understanding
-
Why should a strategy avoid guaranteeing sales numbers?
Show answer
Results depend on factors outside the marketer's control; honest targets and measurement build trust.
Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.