Marketing teams often work at the center of many other teams. For example, if you’re launching a new website, you’ll likely need to get many other departments involved in the process. While collaboration is great, it also comes with risks. The more people you have involved, the more room there is for confusion. It’s also more likely that something falls through the cracks or that multiple people accidentally double-up on the same task.
Why You Need a Marketing Campaign Template
The best way to make sure your marketing campaigns come off without a hitch is by documenting them well. Good documentation ensures that everyone knows what he or she is responsible for, how, and when. Good documentation also helps you identify and communicate the campaign goal, so everyone is working towards the same thing. Last, assuming you’ve documented your goal or hypothesis, it’s easier to tell – after the campaign has gone live – whether it was a success or whether your hypothesis was correct.
Still, no one wants to recreate the wheel every time they embark on a new campaign. Rather than starting your documentation from zero with each campaign, try using a template. A campaign template saves you time and helps you remember to include all the right details. It also lets more junior marketers run point on campaigns, since it’s clear what they need to document and how. This template helps you and your team run more efficient, effective marketing campaigns.
What to Include in Your Marketing Campaign Template
Your marketing campaign documentation may vary, depending on the kind of team you’re on or the industry you’re in. Still, the items below represent information that’s relevant to most teams.
- Context: Give people a general overview of the campaign. This can be brief, but by orienting people at the outset, you make it easier for them to interpret and digest all other aspects of your marketing campaign documentation.
- Campaign goal or hypothesis: Document a specific goal or hypothesis. A goal is usually a specific number you’re trying to hit or milestone you want to achieve. It should be time-bound, (ie we’ll drive X number of leads by this date.) Make sure that goal is measurable and that you have the systems in place to access data about the campaign’s performance. If your campaign is more of an experiment, you might prefer to set a hypothesis.
- Timeline: Map out every important step of your project. It’s especially important to document steps that have dependencies. In doing this, your team can respond more effectively, should the campaign fall behind on a step. By creating a robust campaign timeline, you increase the likelihood that the campaign launches on time and with minimal headache.
- People/teams involved: Document the internal as well as external players. If you’re working closely with the engineering team, specify that team, as well as their area of involvement. External players might include vendors, partners, or agencies.
- DRIs: Specify the directly responsible individual for every major part of the campaign. This individual is the person responsible for all decisions about that topic, and accountable for making sure their piece is done correctly and on time. For more detail about why and how to implement a DRI system on your team, take a look at our Guide to Directly Responsible Individuals.
- Assets: Gather all of the digital assets that are related to or required in your campaign. This might include things like images, screenshots, logos, email copy, videos, links to Google Docs, or data dashboards.
- Necessary Resources: Take note of the resources you need to execute on your campaign. This refers primarily to the budget you need, but it might also include non-monetary resources like physical space or material objects (if you’re hosting an event, for example). Estimating and setting your budget in advance is not only good business practice, but it also helps you document your campaign’s return on investment once you measure the impact of the campaign.
- Outcome/postmortem: Write up a postmortem on how the campaign went. Be honest about what worked well, and what had room for improvement. If there are certain things you’d do differently next time or certain questions that remain unanswered, write those down. This kind of documentation makes it easier for the whole team to learn from your work, thereby building up the team’s collective knowledge.
How to Use Your Marketing Campaign Template
Add this campaign template in your Tettra account, and modify it to suit your specific team. For instance, if you work within a digital agency, your campaign template might also include a section for client details. You might want to specify the key point of contact at the client site before you embark on any campaign work.
Each time you embark on a new marketing campaign, create a new Tettra page, using this template. If you have a project manager or a person who’s running point on that campaign, assign the page to that individual to update. As you proceed through the steps of your campaign, make sure to update your documentation. This includes taking note of any changes to the project timeline, updates on your directly responsible individuals, or the addition of new action steps.
Build up your team’s muscle memory around good documentation. Require a campaign project plan for every new initiative or experiment. If someone embarks on a new marketing campaign without having shared critical details in your template, ask them to do so before the work begins. Good documentation is an investment in the success and efficiency of your entire marketing team.