Define the business question and the change you need
Start by stating the precise change you want the campaign to drive. Is it trial bookings, a sign-up rate, or repeat visits? A clear business question keeps the scope tight and prevents scope creep as ideas multiply.
For a hypothetical local service launching a new offer, the question might be: how many new customers will book the introductory rate within the first four weeks? Write the target as a number, a timeframe and a cost boundary, then use it to judge every decision.
- State the single primary outcome the campaign must deliver
- Set a realistic volume target and the period it covers
- Confirm the budget ceiling before scoping creative or media
- Note any constraints such as staffing capacity or stock limits
Identify the primary audience and where they live
Pinpoint the audience segment most likely to act now. For a hypothetical local gym launching a new class, the primary audience could be residents within a five-mile radius who have previously shown interest in fitness but have not yet booked. Define them by behaviour, not just demographics.
Map where that audience spends time online and offline. A local audience often responds to hyperlocal channels such as community boards, local radio or targeted social ads. Decide which channels match their habits before drafting messages.
- Describe the primary audience in one or two sentences
- List the channels they actually use for local decisions
- Note any secondary segments that can wait for phase two
- Confirm geographic boundaries for targeting and delivery
Craft a credible proposition and call to action
The proposition must be specific, believable and easy to repeat. For a hypothetical café introducing a new loyalty card, the proposition could be: earn a free coffee after six visits, with no hidden fees. Avoid vague claims and keep the offer simple enough to explain in ten seconds.
The call to action should match the audience's readiness. If the offer is low risk, ask for a booking or a sign-up. If it is higher commitment, ask for a call or a visit first. Make the next step obvious and frictionless.
- Write the proposition in plain language without jargon
- Choose one primary call to action per touchpoint
- Test the offer wording with a small sample before launch
- Ensure the call to action matches the audience's readiness
Design the landing experience and measurement plan
The landing experience must deliver on the proposition immediately. For a hypothetical plumber launching a new emergency call-out offer, the landing page should show the price, response time and a one-click booking form. Keep navigation minimal and the form short.
Measurement planning should track the primary outcome and a few leading indicators. Set up conversion tracking, call tracking and a simple dashboard so you can see which channel drives bookings. Decide what data you will collect and who will review it weekly.
- Build a landing page that mirrors the ad message exactly
- Set up conversion and call tracking before launch
- Define three leading indicators such as clicks or form starts
- Assign a weekly review cadence and a single owner
Set the campaign scope and review decisions
Scope the campaign by listing what is in and what is out. For a hypothetical local salon launching a new treatment, the scope might include two social platforms, one landing page and weekly reporting. Exclude anything that does not directly support the primary outcome.
Plan review decisions at set intervals. Decide when you will pause, scale or stop based on the data. A hypothetical scope might include a mid-campaign review at week two and a final review at week four, with clear thresholds for each action.
- List in-scope channels, assets and reporting items
- Document exclusions to prevent scope creep
- Set review dates and the data that triggers each decision
- Assign who approves changes and who executes them
Your working checklist
- Write the business question and primary outcome in one sentence
- Define the primary audience and their local channels
- Draft the proposition and single call to action
- Build the landing page and set up tracking
- List in-scope assets and agreed exclusions
- Schedule review dates and decision thresholds
- Confirm the budget ceiling and reporting owner
Questions worth asking
How do I choose between multiple audience segments?
Pick the segment most likely to act now and match it to the channels you can reach cheaply. Keep secondary segments for phase two so the first launch stays focused and measurable.
What if the landing page underperforms?
Check that the page matches the ad message, the form is short and the call to action is clear. Run a quick usability test, fix the biggest friction point and retest before changing the offer itself.
When should I pause or scale the campaign?
Agree review criteria before launch, including data quality, an appropriate observation period and capacity to fulfil demand. A short run of results may be inconclusive. Investigate unexpected changes before deciding whether to pause, revise or expand the activity.
Make the next conversation concrete.
Bring the questions this page raises, the materials you already have and the decisions you need help making. The brief planner turns those starting points into a document you can review and share.
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