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- Marketing Campaign Plan
Marketing campaign plan template
A campaign from the brief to the post-mortem, with every asset traced back to the launch date. Five phases, twenty-one tasks and twenty-nine dependencies, so when the video runs late you can see immediately whether the launch moves or not.
- 5 phases
- 21 tasks
- 4 milestones
- 29 dependencies
- About 14 weeks
What is in this template?
| Phase | What it covers |
|---|---|
| Strategy | Brief, audience, messaging and channels in parallel, then budget. Ends on Strategy signed off. |
| Creative | Concepts, a review gate, then copy and design running together. Ends on Creative approved. |
| Production | Static assets, video, landing page and email build, then a QA pass over all of it. Ends on Ready to launch. |
| Launch | A three-day soft launch, then full launch, then paid and organic running for three weeks. |
| Measure | Weekly reporting alongside the flight, then full analysis and a retrospective. |
Video sets the schedule
If a campaign has video in it, video is what decides the launch date. It is the longest bar in production and it starts the day creative is approved, not when someone gets round to it.
Everything else in production — static assets, the landing page, the email sequence — is shorter and can start later. Draw them that way and you can see how much room you actually have, rather than finding out in week nine.
The QA task before the launch milestone
There is a four-day task between production and launch that just checks everything works: every link, every tracking pixel, the form, and how the email renders. It depends on the video, the landing page and the email build, so it cannot start until all three are in.
It is the cheapest four days in the whole campaign. Most campaigns that go out broken went out broken because this bar was not on the chart.
How do you adapt it?
Click Use template and the plan lands in your account starting on the coming Monday. Then work backwards: set your real launch date first, and stretch or compress the production phase to reach it. If the phases will not compress far enough, that is the chart telling you something useful before you have committed to the date.
Common questions
How far ahead should a campaign be planned?
This template runs fourteen weeks, with about nine before anything goes live. Video usually sets the floor: roughly three weeks of production before launch.
Why is there a soft launch before the full launch?
Three days to a small segment catches the broken pixel, the wrong link and the badly rendering email, while the audience is small enough that it does not matter.
Can I use it for an always-on programme?
Partly. Strategy, creative and production work for any campaign. For always-on work, replace the fixed launch with a repeating cycle and keep the reporting bar running.
Where does the measurement phase start?
Weekly reporting starts a few days after launch and runs alongside the media flight, rather than waiting until the campaign is over.
Breeze
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