Marketing
Campaign strategy
Campaign strategy is the plan for a specific, time-bound marketing push, a launch or a seasonal moment, with its own objective, message and measure of success distinct from always-on activity.
In practice at Covorn
We define what a campaign needs to achieve and by when before choosing any creative direction, so the creative work is built to hit a target rather than just look good. Every campaign has an agreed way of knowing, afterward, whether it worked.
Part of MarketingWhere this sits in the framework
- Define
- Launch
When you need this
- Campaigns get built around a creative idea before anyone defines what success looks like.
- There is no agreed way to measure whether a past campaign actually worked.
- A launch or seasonal moment is approaching without a plan specific to it.