# Customer-win campaign planner

Outcome Driven · Ashley Kays

Build one campaign around one customer need. The cooking theme is the invitation; the useful outcome is the point. Treat each assumption as something to check—not a guaranteed result.

## 1. Who are we trying to help?

Describe the role, situation, and problem—not just a broad demographic.

[Your notes]

## 2. What is their next useful win?

What should the person understand or be able to do after responding?

[Your notes]

## 3. What can we honestly promise?

Name the actual deliverable. Separate it from hoped-for performance.

[Your notes]

## 4. What will the campaign say?

Draft one headline, a useful explanation, and one call to action.

[Your notes]

## 5. Where does that promise land?

Specify the page, resource, eligibility, and mobile experience.

[Your notes]

## 6. What happens after the person responds?

Map delivery, optional subscription, useful help, and inquiry handling.

[Your notes]

## 7. How will the right people encounter it?

Choose one starting distribution route. Record the proposed test cap, not assumed spend.

[Your notes]

## 8. What would tell us it helped?

Define resource use, qualified inquiries, and delivery cost separately.

[Your notes]

## 9. What could go wrong?

Check unsupported claims, consent, inaccessible steps, and unconnected forms.

[Your notes]

## 10. Who owns the launch and review?

Set a review point and criteria for changing, stopping, or continuing.

[Your notes]