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Effective marketing campaign plans

    Campaign Plan Components

    Effective marketing campaign plans require several elements that, together, paint a complete picture of what the marketing team will execute with their IMC tools. These include the following:
    • promotional mix: identify the marketing communication methods to be used
    • resource and budget requirements: outline the funding and other resources needed to execute the plan and explain how the plan will use the available budget
    • tactics: identify the specific marketing communication tools and tactics to be used, as well as the target audience for each
    • timing: clarify when each tactical step needs to take place, in order to meet the campaign objectives
    • ownership: identify which team or team member is responsible for executing each step
    • measurement: select the metrics to be tracked in order to gauge the campaign’s impact, and explain how the data will be captured

    Different organizations use different formats for compiling all of this information into a campaign plan. The sample frameworks below provide useful examples of the types of planning frameworks used by marketing departments.