How to write a Marketing Campaign Plan?

The marketing campaign plan describes in detail a specific marketing campaign. A marketing campaign plan contains the following items:

  • Why: The campaign goals and how these goals are monitored and measured.
  • Who: Who is the target customer segment, including possible additional customer insight?
  • What: The key campaign messages and offers (for example, focus on the brand values or discounts).
  • Where: How can the target customer segment best be reached and via what media?
  • When: What message is communicated when and via what medium?
  • How: The same message can be communicated in many different ways as the example below shows.
  • With what: The campaign costs including both financial and human resources.
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