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Campaign Planning

Goal, audience, message, channel, measure.

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---
name: Campaign Planning
description: Goal, audience, message, channel, measure.
---
# Campaign Planning

A campaign is a coordinated push to move a specific audience toward a specific goal in a specific window. Without all five pinned down, you have activity, not a campaign.

## The brief
- **Goal & metric.** "Generate 500 qualified demo requests in Q3" — not "raise awareness". If you can't measure it, you can't manage it.
- **Audience.** The narrowest viable segment. "Mid-market SaaS CFOs worried about cash flow" beats "business decision-makers".
- **One message.** The single thing this audience needs to believe to act. Everything in the campaign reinforces it.
- **Channels.** Where this audience already pays attention. Don't spread thin across eight; concentrate where they are.
- **Budget & timeline.** Fix them before creative starts, or scope creeps forever.

## Sequence
Plan the measurement before launch. Deciding "how did it go?" after the fact guarantees you can't answer it.