Marketing Campaign Planning

This meeting agenda template is designed for the planning stage of a marketing campaign. Before getting started on the work of the campaign, you will first need to clearly define the goals and audience for the campaign.

Every campaign should have a goal. What key metric are you trying to influence? What’s the purpose? Define your marketing campaign’s goals and, whenever possible, make sure they are SMART (Specific, Measureable, Achievable, Realistic, and Timely).

With goals established, it’s time to articulate the audience for this campaign, and what value proposition(s) you are going to focus on. For some campaigns, this may be a general audience that includes all potential customers and a generic value prop. But often, your campaign will be targeted, for example, to your most important customer segment. Here in your planning meeting, you should be clear about who this campaign should speak to, and what story you’re trying to tell.

Next, are there any high-level decisions that need to be made that impact everything else? What channels will this campaign run on? Do we need to lock in the budget? Will an agency be used? If so, which one?

With all of the important details sketched out, it’s time to commit to a rough timeline for working on the campaign. Usually, you want to start with when the marketing campaign will go live, and work your way backward to understand generally when various milestones need to be met. This process works well for small campaigns that might launch within a couple of weeks, as well as big campaigns that take a year to put together. Whatever scale you’re working on, use a level of detail that is appropriate.

During the campaign planning meeting, note any tasks or action items in the area at the bottom of this sample agenda. Every task should be assigned to someone, and have a due date if possible. If you’re running this meeting using Hugo, you can leverage your integrations with project management tools like Asana, Trello, and Todoist to pass all of these tasks directly into those systems.