ever-works/orgs/campaign-plan

Campaign Plan

No campaign starts without a written plan that states its objective, audience, and measurement. The plan is one page; the discipline is in what it forces you to decide in advance.

Steps

1. Fix the objective. One measurable outcome with a number and a date.

"Awareness" is not an objective until it has a metric attached.

1. Define the audience. Who exactly, what they already believe, and what

you want them to think or do after contact.

1. Choose the single message. One idea per campaign. Everything produced

must serve it; a second message is a second campaign.

1. Pick channels by audience presence, not by habit. For each channel:

format, cadence, owner, and cost.

1. Set the measurement plan before launch. Which numbers, from which

sources, checked at which cadence — and verify tracking works before spend.

1. Agree the decision rules. At what checkpoint do you scale, adjust, or

kill? Decide while calm; mid-flight judgment bends toward sunk cost.

1. Schedule the dependencies. Creative assets, approvals, and launch-date

coordination with other divisions — with dates and owners.

Quality bar

• The objective is one sentence with a number and a date in it.
• Every channel has a named owner and a stated cost.
• Kill criteria exist and are specific enough to be invoked by someone else.
• Tracking is verified live before the first unit of spend.

Output format

One page: OBJECTIVE / AUDIENCE / MESSAGE / CHANNELS (owner, cadence, cost) / MEASUREMENT / DECISION RULES / DEPENDENCIES. Review results against this exact page at each checkpoint — not against a retold version of it.