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[Campaign Name] - [Month Year]

[Subtitle: Converting X to Y]

One-line description of what this campaign achieves

Last updated: YYYY-MM-DD | Owner: [Role/Name]

Campaign Goal: [Measurable target — e.g., "50+ registrations"] Timeline: [Start date] - [End date]

Quick Start

This Week Action
[Priority 1] [Specific action]
[Priority 2] [Specific action]
[Priority 3] [Specific action]

Target: ___ | Current: ___ | Gap: ___

Everything below is playbook reference.

Campaign Overview — Opportunity, objectives, why this timing works

Campaign Overview

The Opportunity

Why Now? - [What makes this moment right?] - [What momentum can we leverage?] - [What external factors help?]

Strategic Objectives

  1. Primary: [Main measurable goal]
  2. Secondary: [Supporting goal]
  3. Tertiary: [Foundation/learning goal]
Target Audience — Tiers from hot leads to cold outreach

Target Audience Segmentation

Tier 1: [Hottest Leads] (X contacts)

Profile: [Who they are]

Conversion Strategy: [How to reach them]

Expected Conversion: X registrations (Y%)

Tier 2: [Warm Leads] (X contacts)

Profile: [Who they are]

Conversion Strategy: [How to reach them]

Expected Conversion: X registrations (Y%)

Tier 3: [Cold Outreach] (Unlimited)

Profile: [Who they are]

Conversion Strategy: [How to reach them]

Expected Conversion: X registrations (Y%)

Conversion Funnel — Awareness → Interest → Decision → Action

Conversion Funnel Architecture

Stage 1: Awareness (Week X-Y)

Goal: [What awareness looks like]

Tactics: - [ ] [Tactic 1] - [ ] [Tactic 2]

Success Metric: [How we measure]

Stage 2: Interest (Week X-Y)

Goal: [What interest looks like]

Tactics: - [ ] [Tactic 1] - [ ] [Tactic 2]

Success Metric: [How we measure]

Stage 3: Decision (Week X-Y)

Goal: [What decision looks like]

Tactics: - [ ] [Tactic 1] - [ ] [Tactic 2]

Success Metric: [How we measure]

Stage 4: Action (Week X-Y)

Goal: [Registrations/conversions]

Tactics: - [ ] [Tactic 1] - [ ] [Tactic 2]

Success Metric: [How we measure]

Timeline — Week-by-week breakdown

Campaign Timeline

Week 1: [Theme]

Primary Focus: [What we're doing]

Actions: - [ ] [Action 1] - [ ] [Action 2]

Deliverables: - [What gets done]

Week 2: [Theme]

Primary Focus: [What we're doing]

Actions: - [ ] [Action 1] - [ ] [Action 2]

Week 3: [Theme]

[Continue pattern...]

Messaging & Positioning — What to say, what not to say

Messaging & Positioning

DO Use:

  • "[Message 1]"
  • "[Message 2]"

DON'T Use:

  • "[Avoid this]"
  • "[Avoid that]"

Key Themes:

  • [Theme 1]: [How to communicate it]
  • [Theme 2]: [How to communicate it]
Budget & ROI — Costs, projections, break-even

Budget & ROI

Campaign Budget

Category Amount
[Category 1] $X
[Category 2] $X
Total $X

Revenue Projections

Conservative (X registrations): $Y Target (X registrations): $Y Stretch (X registrations): $Y

ROI

Investment: $X → Expected Return: $Y → ROI: Z%

Success Metrics — KPIs, leading/lagging indicators

Success Metrics & KPIs

Leading Indicators (Predictive)

Metric Target Actual
[Metric 1] X ___
[Metric 2] X ___

Lagging Indicators (Results)

Metric Target Actual
[Metric 1] X ___
[Metric 2] X ___
Risk Management — What could go wrong, mitigations

Risk Management

Risk: [Risk 1]

Mitigation: [How we prevent/address]

Contingency: [If it happens anyway]

Risk: [Risk 2]

Mitigation: [How we prevent/address]

Contingency: [If it happens anyway]

Working Group Strategies — Ideas proposed/used (mark ✓ if executed)

Working Group Strategies

Captured from volunteer discussions. Mark ✓ for ideas that were executed.

[Category 1]

  1. [Idea name] — [Brief description]
  2. [Idea name] — [Brief description]

[Category 2]

  1. [Idea name] — [Brief description]

Assumptions

  • [A1] [First assumption] → [link to _meta/assumptions.md if relevant]
  • [A2] [Second assumption]
  • [A3] [Third assumption]

[Campaign tagline or closing thought]

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