Campaign planning

Our history of supporting our client’s marketing campaigns include the planning, designs and roll-out of creative assets for use in the campaign.

In order to support and plan a client’s marketing campaign, we often identify the target audience’s user journeys and consolidate the information into marketing personas.  

We support global organisations with their marketing campaigns. Over the years we have worked to perfect the Make it Clear process, as outlined below, and group our projects into three main stages: Definition, Solution and Implementation. 

The definition stage is collaborative work with key stakeholders from our client to establish the parameters, objectives, success criteria and top-level messaging for the campaign. The top-level messaging can be influential to the creative direction, so it is important to do this activity at the start of the campaign planning. 

We begin the creative visualisations during the solution stage and base them on the agreed criteria from definition. We expand upon the agreed messaging and develop conceptual creative directions to bring the campaign to life. This includes regular reviews and iterations with our client, and results in one visual direction for the campaign. 

Implementation is our final step. The creative assets have been defined at this point and, in stage two, the visual identity and direction for these assets will have been agreed. Stage three covers the creation and roll-out of these assets. The roll-out can include many types of campaign assets, such as:

  • Video
  • Banner adverts
  • Infographics
  • Social adverts
  • Social content
  • Email signatures
  • Data sheets 
  • Direct mail 
  • eDM
  • Campaign landing page 
  • Product 360

Campaign planning project structure

Step 1: Definition 

  • Conduct kick off meeting 
  • Establish success metrics, reporting lines, milestones and project schedules 
  • Identify the target audience
  • Identify the assets for the campaign 
  • Create top level messaging for the campaign materials

Step 2: Audience research

  • Review the existing documentation for user types or user journeys 
  • Research the target audience with user interviews or surveys 
  • Research the touchpoints, channels, activities, emotions, risks and opportunities for users
  • Report the findings 
  • Create user personas in a poster format 
  • Create user journey posters 
  • Iterate with the client

Step 3: Creative concepts 

  • Top level messaging is expanded on
  • Develop creative concepts for the campaign 
  • One creative visualisations is chosen and iterated with the client

Step 4: Creative roll-out 

  • Implement the established creative direction to the identified assets 
  • Iterate with client for sign off 
  • Supply of creative asset files