Digital Strategy 101
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THE CAMPAIGN PLAN<br />
WHAT IS IT?<br />
A calendar of activities,<br />
priorities, objectives,<br />
and guardrails that<br />
guide brand behavior<br />
and consumer<br />
interaction over the<br />
course of a creative<br />
campaign<br />
WHAT’S INSIDE<br />
The Objective: the cultural and business ambitions and measures that the<br />
brand hopes to accomplish through the campaign<br />
Core <strong>Strategy</strong>: the overall plan of attack<br />
Measurement: how the campaign will be judged (aka KPIs)<br />
Phases: timing, tactics, and creative rules to follow (e.g. tease, launch,<br />
sustain)<br />
Threshold Criteria: what triggers each phase (e.g. timing, availability,<br />
activity)<br />
Contingency Plans: thought starters if core assumptions of the campaign<br />
belie prediction<br />
Partner Responsibilities: what each partner/agency is responsible for<br />
providing, when, and to whom<br />
The Map: a visual overview of how content and brand properties will be<br />
connected throughout the campaign<br />
DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 67
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