01Identify the Objective

The purpose of a campaign is to achieve an objective within a specified amount of time that supports a larger strategic goal. Objectives are S.M.A.R.T., consistently written, and have a method of measurement identified like using DataBox.

Objective supports the strategy

Specific, Measurable, Attainable, Relevant, Timely

Identify method of measurement

02Select the Method

Select the best method to communicate to your audience about a product, service, or issue. Digital Communication methods include:

Inbound Website

Social Media Marketing

Email Marketing

Paid Advertisements

Digital PR

03Establish a Timeline

Your communication strategy should already have the information environment and the strategy framework via the roadmap. Specific campaigns for a product, service or issue, are then nested within the roadmap and have a specific start/end date and a S.M.A.R.T. objective.

Start/end date

Understand the information environment

S.M.A.R.T. objective

04Identify the Audience

Your Buyers Persona helps creates an audience segment for the campaign using demographic, geographic, behavioral, psychographic, and other variables to build as complete a picture as possible to help craft the appropriate messages, determine the best tactics, and achieve the desired objective.

Audience segment for the campaign

Get a complete picture of the target audience

Helps determine messages and tactics

05Develop Key Messages

Utilizing the information gained from the development of the Buyers Persona, create messages used to communicate your product, service, or issue. The messages are synchronized with the organizational narrative but customized for the chosen communication method.

Message Development


The tactics for the chosen method are those best practices used to deliver the messages and reach your target audience.

Specific to each communication method

Can be an established norm or a new approach

Can change due to the information environment

07Content Production

Content is King! Once the audience, message, and tactics are identified, the initial content production can begin. Content production is iterative and can help refine the written and visual plan prior to execution.

Content Tools
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