Before you spend budget, spend time on coordination. We build digital campaign plans that define the objective, sequence the channels, map the funnel, and create the execution roadmap your team can follow from day one.
Q2 Product Launch — Multichannel
Pre-Launch
Wks 1–2
Launch
Wk 3
Growth
Wks 4–8
3
Segments defined
4
Channels mapped
8
KPIs configured
Campaign plan delivered in 7–14 days
Strategy-led campaign planning
3–5×
Better campaign performance from coordinated planning vs fragmented channel execution
7–14 days
From strategy intake to complete campaign roadmap and execution brief delivery
End-to-end
Coverage from campaign objective and audience definition to KPI measurement framework
100%
Of plans include multichannel sequencing, funnel coordination, and defined success metrics
At a Glance
Six strategic pillars — each one addressing the layer of campaign coordination that most businesses skip before execution begins.
Define exactly what the campaign is built to achieve and how success will be measured.
Map who the campaign targets — by segment, readiness level, and channel behaviour.
Structure the core message and its stage-specific variants across channels and funnel positions.
Assign each active channel a clear role, activation timing, and coordination brief.
Map when each element launches, in what order, and how phases connect into one campaign.
Define the success metrics, measurement methodology, and review cadence before spend begins.
Is This Right for You?
Eight situations where a structured campaign plan creates measurable commercial value — not as a nice-to-have, but as the coordination foundation that makes everything else perform better.
"You're launching a new product, offer, or service and have no structured campaign plan — just ideas, a deadline, and a budget"
A launch campaign plan maps the pre-launch activation sequence, launch week channel coordination, and post-launch growth phase — before a single asset is produced or a penny of budget is committed.
"Your channels are active but not coordinated — paid, email, social, and content each do their own thing with no shared plan"
A multichannel campaign plan defines what each channel is supposed to do, when it activates, and how it coordinates with the others — converting isolated activity into compounding campaign performance.
"You've spent on campaigns before and can't clearly trace which activity drove which result"
A KPI-led campaign plan defines success metrics, attribution logic, and a measurement framework before spend begins — so performance is tracked against a baseline, not evaluated subjectively after the campaign closes.
"Your messaging is inconsistent across touchpoints — the paid ad, the email, and the social post feel like they're from three different brands"
A message hierarchy framework establishes the core campaign message and its stage-specific variants — giving every channel a brief to work from instead of creating their own.
"You're about to allocate budget across channels but have no clear execution sequence or launch order"
Campaign sequencing determines which channel fires first to build intent, which fires second to build consideration, and which activates to convert — so budget compounds across the campaign rather than front-loading all effort into day one.
"Your last campaign had activity across all channels but produced weaker results than the spend warranted"
Weak campaign performance is almost always a coordination and sequencing problem. A campaign plan reviews what each channel was doing and restructures the execution so channels reinforce each other rather than compete for the same audience attention.
"You need to coordinate a paid team, a content team, an email manager, and a social team around one campaign — and there is no shared plan they all execute from"
A campaign coordination framework creates the single shared roadmap that all channel owners execute from — with defined roles, phase timings, message briefs, and coordination points that eliminate the ambiguity that creates execution gaps.
"You want a clearer funnel and better conversion flow before committing more budget to the top of it"
A funnel-based campaign strategy maps every channel and content piece to a specific funnel stage — so awareness activity creates demand that middle-funnel content converts, and conversion channels activate audiences that are actually ready.
Core Use Cases
Five campaign planning applications — each designed to solve a different coordination or sequencing problem. Find the type that matches your current situation.
A launch campaign plan creates the structured foundation every product launch, offer activation, or growth push needs before budget is committed. It maps the pre-launch activation sequence — building audience intent before launch week. Defines the launch window activity — what fires on which channels, in what order, with what message. Plans the post-launch growth sequence — how momentum is sustained after the initial push. The plan converts a launch idea into a coordinated, channel-specific, timeline-bound execution roadmap that every team member can follow without improvising.
Objective
Structure every element of the launch — from pre-launch activation to post-launch growth — before spend begins
Outcome
A phased launch roadmap your team executes with precision — coordinated across channels with defined timing and ownership
Key Results
Launch sequencing
Pre-launch → launch week → post-launch
Channel coordination
All channels aligned to one timeline
Planning time
7–14 days from intake to roadmap
What We Build
Service Scope
Digital Campaign Planning is not a strategy slide deck. It is a structured coordination engagement covering every layer of the campaign — from objective clarity and audience definition to channel sequencing, timeline, and measurement framework.
Define the commercial goal the campaign is designed to deliver — not a vanity metric, but a measurable business outcome — before any channel, budget, or message decision is made. Every element of the plan is built backward from this objective.
Identify the specific audience segments the campaign targets, the offer that addresses each segment's decision criteria, and the positioning that converts intent into action at each stage of the buyer journey.
Build the core campaign message and the stage-specific variants that adapt it by channel, funnel position, and audience readiness — so every touchpoint reinforces the campaign narrative rather than contradicting it.
Assign each active channel a specific role in the campaign — not just 'run ads' or 'send emails,' but the exact job each channel performs, the audience it reaches at each stage, and the coordination points with adjacent channels.
Map the full buyer journey from first awareness touch to conversion — with channel and content assignments at each stage, re-engagement logic for audiences that don't convert, and handoff points between funnel stages.
Build the phase-by-phase campaign calendar: pre-launch activation, launch window, and post-launch sequence — with activation dates, ownership assignments, and the sequencing logic that determines what fires first and why.
Define success metrics before the campaign runs — not after it ends. Establish the KPIs that correspond to each campaign objective, the measurement methodology, the attribution logic, and the performance review cadence.
Find Your Fit
Different campaign coordination problems need different planning approaches. Find the scenario that matches your situation.
The Situation
"We're launching a new product or offer and have no structured campaign plan — just ideas, a date, and a budget we're about to spend without coordination."
A launch without a plan is a launch that relies on momentum it doesn't have yet. Without a structured plan, team members default to their own channel, in their own timing, with their own message — and the result is fragmented activity that looks coordinated from inside the organisation and incoherent from the customer's perspective. A launch campaign plan maps every phase: the pre-launch activation that builds audience intent before launch week, the launch window coordination across all channels, and the post-launch growth sequence that sustains momentum rather than watching it decay. The plan is built before the first asset is produced.
What We Deliver
We build a launch campaign plan: pre-launch activation sequence, launch week channel map and message hierarchy, post-launch growth sequence, and a phase-by-phase timeline your team executes from.
Launch campaign planning: pre-launch sequence, launch week coordination, post-launch growth plan, execution timeline.
The Situation
"We're running paid, email, social, and content — but each channel does its own thing. We have activity but no campaign. Each team optimises for its own metric and the commercial goal gets lost."
Channel-level activity without campaign-level coordination is one of the most common efficiency losses in digital marketing. When paid optimises for CPC, email for open rates, and social for engagement — without a shared campaign plan — the commercial objective gets fragmented across four separate executions that don't reinforce each other. A multichannel campaign plan defines what each channel is supposed to do in the campaign, when it activates, what message it carries at each stage, and where it hands off to the next channel. Activity becomes coordination. Coordination becomes compounding campaign performance.
What We Deliver
We build a multichannel campaign plan: channel role definition, coordination point mapping, message hierarchy and variant framework, and a unified campaign timeline that all channel owners execute from.
Multichannel campaign planning: channel roles, coordination mapping, message framework, unified timeline.
The Situation
"Our paid spend isn't converting the way we expect. We're generating traffic and impressions but not the leads or sales the budget should be producing."
Paid media that isn't converting at target is almost never a paid media problem — it is a funnel and sequencing problem. The ads are driving intent traffic to a landing page that expects a conversion decision the audience hasn't been prepared for. The funnel stages between first awareness and purchase either don't exist or are misaligned. The message the ad delivers doesn't match the expectation the landing page sets. A funnel-based campaign plan maps the full journey from first touch to conversion — defining what content, what channel, and what message needs to be in place at each stage before the conversion ask is made.
What We Deliver
We build a funnel-based campaign strategy: full funnel audit, stage-to-channel assignment, message and CTA brief by funnel position, and re-engagement logic for audiences that don't convert on first pass.
Funnel-based campaign strategy: funnel audit, stage mapping, message brief, re-engagement sequence.
The Situation
"We're running campaigns but can't tell what's working. Every channel shows metrics — clicks, opens, reach, engagement — but none of it connects clearly to revenue, leads, or growth."
Campaign activity without a KPI framework produces channel-level metrics that don't add up to a commercial result. Paid shows impressions and CTR. Email shows opens and clicks. Social shows reach and engagement. None of these are the same metric, and none connect directly to revenue without a measurement framework that defines which KPIs matter for which campaign objective, what a successful result looks like by channel, and how channel metrics map to the commercial outcome. KPI-led campaign planning defines success before the campaign runs — not after it finishes — so performance is measured against a baseline rather than debated after the fact.
What We Deliver
We build a KPI and measurement framework within the campaign plan: objective KPI definition, channel-specific metric assignment, attribution logic, and a performance review structure for assessing results at campaign close.
KPI-led campaign planning: objective KPIs, channel metrics, attribution logic, performance review structure.
The Situation
"We have campaign ideas and team capacity across paid, content, and email — but no clear order or execution structure. Everything starts at once and nothing reaches its potential."
When all campaign elements launch simultaneously — ads on the same day as the email, the same day as the content, the same day as the social — each channel competes for the same audience attention rather than reinforcing the others. Sequencing determines which channel fires first to build intent, which fires second to build consideration, and which activates to convert. It determines how the campaign builds over its timeline rather than front-loading all effort into day one and watching performance plateau. Campaign coordination planning creates the structure that converts good ideas and capable teams into sequenced, compounding execution.
What We Deliver
We build a campaign coordination plan: execution sequence and activation order, channel timing and overlap logic, content and message sequencing, and a rollout timeline with clear ownership across teams.
Campaign coordination: execution sequence, channel timing, content sequencing, rollout timeline with ownership.
Root Causes
Most campaign underperformance is not a creative problem or a budget problem — it is a coordination, sequencing, and planning problem built into the campaign before execution begins. Six patterns that consistently suppress campaign results.
Channels running in isolation — paid, email, social, and content each operate without a shared campaign plan or coordination points
Channel role definition maps each channel's specific job and establishes the coordination sequence — so every channel reinforces the others rather than competing with them
Inconsistent messaging across touchpoints — different copy, tone, and offer framing from every channel and every team member
Message hierarchy framework establishes the core campaign message and how it adapts by channel, stage, and audience — giving every team a brief to execute from
No campaign timeline — launches happen reactively, sequencing is improvised, and coordination is managed in Slack threads rather than a shared plan
Phase-by-phase campaign timeline with activation dates, phase ownership, and sequencing logic for every element from pre-launch through post-launch
Poor funnel sequencing — awareness campaigns drive cold traffic directly to conversion offers the audience hasn't been prepared to accept
Funnel-mapped campaign strategy aligns every channel and message to the buyer's specific readiness stage — so awareness, consideration, and conversion work in sequence
No KPI baseline — campaigns run, channel metrics are collected, but whether the campaign succeeded or failed is debated rather than measured
Pre-campaign KPI framework defines success metrics, measurement methodology, and review structure before launch — so performance is tracked against a baseline from day one
Launch without preparation — campaign goes live without a built audience, seeded content, or warm channels — and reaches peak spend before it reaches peak performance
Pre-launch activation sequence builds audience intent, warms channels, and creates demand before launch day — so the campaign reaches full performance at its most visible moment
Our Approach
Five sequential steps that convert campaign intent into a structured, channel-coordinated execution plan — from objective definition through to performance measurement.
Define
Set the commercial goal, target audience, and measurable KPIs before any channel or message decision is made.
Align
Map the audience segments, clarify the offer positioning, and build the core message framework with channel-specific variants.
Sequence
Assign each channel a defined role, map content to funnel stages, and establish the activation sequence across the campaign.
Launch
Build the phase-by-phase campaign calendar, finalise ownership, and hand over the complete execution roadmap.
Measure
Configure the measurement framework, set the review cadence, and track performance against the pre-defined KPI baseline.
How It Works
From campaign intake and goal alignment through audience mapping, channel sequencing, timeline build, and roadmap delivery — what happens at each stage and what you receive.
Structured intake session covering the campaign objective, target audience, current channel activity, existing assets, budget parameters, and the commercial outcome the campaign is designed to deliver. For businesses with previous campaign attempts, we review what was planned, what ran, what worked, what didn't, and why — before any new planning begins. The output of this phase is a confirmed campaign brief with a defined objective, success criteria, and scope.
Define the audience segments the campaign will reach, the offer or value proposition that addresses each segment's decision criteria, and the message hierarchy that structures how the campaign communicates across channels and funnel stages. This phase establishes the core campaign message and its stage-specific variants — the framework every channel brief is built from.
Assign each active channel a defined role in the campaign: what job it performs, which audience it reaches at which funnel stage, what message it carries, and how it coordinates with adjacent channels. Map the full funnel from awareness through conversion — with channel and content assignments at each stage — and establish the activation sequence: which channel fires first, which fires second, and how they build on each other.
Convert the channel plan and sequencing logic into a phase-by-phase campaign calendar: pre-launch activation, launch window, and post-launch sequence — with activation dates, phase ownership, and the transition logic between phases. Simultaneously, build the KPI framework: define the success metric for each campaign objective, establish the measurement methodology, and configure the performance review structure.
Deliver the complete campaign roadmap in a structured handover session — covering every component of the plan with Q&A, reviewing each channel team's brief, and confirming the activation sequence and timeline. Each team receives an execution brief specific to their channel role. A 30-day check-in is included to review early performance against the KPI baseline and address any coordination gaps that emerge in the first execution cycle.
Planning in Practice
Each case shows a specific campaign coordination problem, what was structurally wrong, what the campaign plan changed, and what the measurable commercial outcome was.
A DTC e-commerce brand preparing to launch a new product line — their third launch in two years and their weakest performer. Prior launches ran across four channels simultaneously with no pre-launch sequence, no message hierarchy, and each channel team executing from its own brief. Launch week spend was front-loaded into day one, channels ran the same announcement copy regardless of audience, and post-launch had no plan to sustain momentum. The team attributed two consecutive underwhelming launches to 'low product-market fit' — but the product had strong reviews and repeat purchases from the small audience that found it.
Pre-launch audience building
None — cold audience at launch
Channel coordination method
4 separate team briefs, no shared plan
Launch week revenue vs prior
–18% vs previous product launch
Post-launch performance
Sharp drop-off after day 3
Pre-launch sequence
2-week audience warm-up across email + social
Channel coordination
4 channels on one shared roadmap
Launch week revenue vs prior
+43% vs previous product launch
Post-launch sequence
4-week growth phase with retention loop
A coordinated launch campaign plan — with pre-launch audience building, unified channel sequencing, and a post-launch growth phase — produced 43% more revenue in launch week versus the prior product launch.
A B2B SaaS company running paid search and content as separate operations. The paid team drove demo page traffic at volume. The content team published weekly. Neither was aware of the other's monthly plan. The demo page expected a conversion decision from audiences that had never encountered the brand before the ad click. There was no nurture sequence between first awareness and demo request, no funnel-mapped content, and no coordination between when content was published and when paid media reached the same audience. Conversion rate on the demo page was 1.8% and MQL quality was low.
Demo page conversion rate
1.8%
MQL rate from paid traffic
22%
Cost per MQL
$241
Content-to-paid coordination
None — separate planning cycles
Demo page conversion rate
4.1% (+128%)
MQL rate from paid traffic
58%
Cost per MQL
$104 (–57%)
Funnel coverage
TOFU content → MOFU nurture → demo
A funnel-based campaign plan coordinating paid and content activity doubled demo page conversion rate and reduced cost per MQL from $241 to $104 — by sequencing content and paid against the buyer journey rather than running them in parallel without coordination.
A professional services firm launching in a new city with a three-month budget window. They ran social ads, email to their national list, and organic content simultaneously — without a local-specific message, without audience segmentation by geography, and without a sequencing plan that built local awareness before driving local conversions. The ads reached a national audience with irrelevant local offers, the email list received the same content as existing clients, and conversions from the local market were minimal despite total campaign spend.
Local market CPA
$214
Local lead volume (3 months)
31 leads
Message localisation
None — national copy used
Audience segmentation
Full national list, no local filter
Local market CPA
$118 (–45%)
Local lead volume (3 months)
87 leads (+181%)
Channel sequence
Awareness → consideration → local CTA
Audience segmentation
Geo-segmented by intent and proximity
A locally-sequenced campaign plan with geo-segmented audience targeting, market-specific messaging, and a phased channel activation reduced CPA by 45% and tripled local lead volume in the same 3-month window.
A DTC brand running a summer sale — their largest annual promotion. In previous years, the promotion launched across all channels on day one with the same discount announcement, ran for two weeks at the same level of urgency, and closed without a last-chance sequence. High-intent customers who were going to purchase regardless did so in the first two days. The remaining two weeks generated diminishing returns. Email list fatigue was high and unsubscribe rate spiked each year during the promotion period.
Promotion ROAS
2.3×
Revenue vs previous promo
Baseline
Email unsubscribe rate (promo)
+340% vs normal
High-intent audience activation
No segmentation — full list
Promotion ROAS
4.6× (+100%)
Revenue vs previous promo
+58%
Email unsubscribe rate (promo)
+40% vs normal (–88% improvement)
Urgency architecture
Early access → main → last chance
A structured promotion campaign plan — with early access sequencing for high-intent segments, progressive urgency logic, and a last-chance activation — doubled ROAS and grew promotion revenue 58% while reducing email unsubscribe rate by 88% versus prior campaigns.
What You Get
Every campaign planning engagement produces documented, team-ready outputs — not presentations or lists of recommendations. Each deliverable is designed to be executed, handed to a channel team, and tracked against a defined performance baseline.
The complete phase-by-phase campaign plan — from pre-launch through post-launch — with activation sequence, channel coordination points, phase transitions, and team execution timeline in one shareable document.
Defined audience segments with targeting parameters, behavioural profile, funnel readiness level, and channel alignment — so every team knows who they're reaching at each stage and why.
The core campaign message plus stage-specific variants by channel, funnel position, and audience segment — giving every team a message brief to execute from rather than writing their own.
Role definition for each active channel — the specific job it performs in the campaign, the audience it reaches at each stage, the activation timing, and the coordination instructions for adjacent channels.
Full funnel map from awareness through conversion — with channel and content assignments at each stage, re-engagement logic for non-converting audiences, and handoff points between funnel positions.
Phase-by-phase campaign calendar with specific activation dates, launch windows, phase ownership allocation, and the sequencing logic that determines what fires in what order across the full campaign period.
Defined success metrics matched to each campaign objective, measurement methodology, attribution logic, and the performance review cadence — so results are tracked against a pre-defined baseline from day one.
Structured handover session with per-channel execution briefs, Q&A, coordination review, and a 30-day check-in to assess early performance against the KPI baseline and address any execution gaps.
Pricing Plans
Campaign planning engagements built around your specific campaign objectives, channels, and commercial goals — from audit and gap review through to complete multichannel roadmap and execution brief.
A structured review of your current campaign approach — gaps, coordination weaknesses, and a prioritised planning roadmap for the next campaign cycle.
Full campaign planning engagement — audience mapping, message hierarchy, channel role definition, funnel sequencing, campaign timeline, and KPI framework.
Monthly campaign planning advisory — rolling campaign coordination, planning reviews, performance analysis, and sequenced rollout logic for continuous campaign activity.
Tailored to your needs
FAQ
Common questions about what campaign planning includes, how it differs from execution, what's delivered, and which businesses it's right for.
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Goal defined. Audience mapped. Message structured. Channels coordinated. Funnel sequenced. KPIs set. The strategic campaign foundation that makes everything else perform — delivered in 14 days.