Marketing Campaign Plan
A plan for a marketing campaign in one document: objective, KPIs with targets and attainment worked out, audience and message, channels with a budget that adds up and shows each share, timeline, owners, measurement and risks.
Free. Fill in, print, save as PDF or download as Word without an account. Saving to your account needs a free account.
Country versions
- International
A template, not advice.
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What it is
A campaign plan is the document that lets a team and the people who approve it agree on what a marketing campaign is for before money is spent. A good one is short and specific: one objective, a few measurable goals, a clear audience and message, a budget split by channel, a calendar with owners, a way to measure results and a list of what could go wrong. It is also the document you return to while the campaign runs, to compare results with targets.
This template carries that structure on a few pages. The KPI table takes a baseline, a target and an actual for each goal, says whether higher or lower is better and works out the attainment in percent, with an average across the goals. The channel table takes a budget and the amount spent for each channel; it adds up the totals, shows each channel’s share of the approved budget and tells you how much is not yet allocated. The timeline counts the days of each phase, and the risk table pairs each risk with an owner and a response. Rules for advertising, such as labelling paid partnerships, differ by country, so check them for every channel before launch.
When to use it
- You need approval for a campaign budget and want the goals, channels and timing on one document.
- A launch, a seasonal promotion or a loyalty offer needs owners and dates that everyone can see.
- You want to compare results with targets while the campaign runs and again at the end.
- An agency, a freelancer or a new colleague needs a clear brief with the numbers behind it.
How to fill it in
- Name the campaign, set the dates and write the objective in one or two sentences.
- List three to five goals with a baseline and a target, and say for each whether higher or lower is better.
- Describe the audience, what you know about it and the one message you want it to take away.
- Enter the approved budget and split it across channels. Check the line “not yet allocated”.
- Fill in the timeline and the risks with an owner for each line.
- While the campaign runs, add the actuals and the amounts spent, then print the plan or download Word or Excel for the review.
Common mistakes
- Goals that cannot be measured, such as “raise awareness”, with no number and no date.
- A budget that adds up to more than was approved; the line “not yet allocated” then goes negative.
- Choosing the wrong direction for a goal, so that a cost per lead above the target looks like success.
- Leaving out who owns each channel and each milestone.
- Measuring only reach and impressions, not the outcome the objective names.
- Setting no review date, so the results are never compared with the targets.
Steps at a glance
- Fill in
- Check the preview
- Save as PDF, Word or Excel
Country versions
Pick the country you need. Each version uses the wording and layout commonly found there; a version marked “check with local advice” should be read by someone who knows the local rules before it is used.
- International (XX): Written in English, Korean, Japanese, German
Designs
The same form in several designs. The fields and the wording stay the same; only the look changes.
- Ledger
- Banner
- Executive
- Classic
- Modern
- Formal
- Minimal
- Side band
- Compact
- Boxed form
- Warm
- Plain (black and white)
Your details fill it in
Fields that ask for your name, address or company details are filled from My details, so you do not type them again; you can still change any field for one form. Signed in, your details stay in your account; otherwise they stay in this browser only. A passport, identity or social security number is never saved.
Questions
- How is the attainment worked out?
- When higher is better, attainment is the actual value divided by the target, times 100. When lower is better, such as a cost per sign-up, it is the target divided by the actual value, times 100, so beating the target gives more than 100 %. The cell stays empty until both numbers are filled in.
- Why is the share based on the approved budget?
- The share compares each channel with the money you may actually spend, so it still makes sense while the plan is half-filled and shows at once if the channels add up to more than the approved budget.
- Can I use the plan to track the campaign?
- Yes. Add the actual values and the amounts spent as they come in, change the status of the milestones and save the plan to your account. The attainment, the totals and the unallocated amount update themselves.
- Is there a version for each country?
- No. A campaign plan follows no country-specific layout, so there is one version in four languages. What differs by country are the advertising rules for your channels, for example how paid partnerships and promotions must be labelled. QuoteBill’s influencer contract template points to them.
- Is this form legal, tax or accounting advice?
- No. It is a template: it gives you the usual structure and wording, not advice. Rules differ by country and case, so have someone qualified read anything that matters before you sign, send or file it.
- Which countries and designs does it come in?
- It comes in 1 country versions: International. 12 designs.
A form is a template, not legal, tax or accounting advice. Rules differ by country and case.