THE PLAYBOOKS / CAMPAIGN PLANNING

Customer-win campaign planner

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.

01Who are we trying to help?

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

02What is their next useful win?

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

03What can we honestly promise?

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

04What will the campaign say?

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

05Where does that promise land?

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

06What happens after the person responds?

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

07How will the right people encounter it?

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

08What would tell us it helped?

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

09What could go wrong?

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

10Who owns the launch and review?

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

Notes are yours; example answers are hypothetical. Field completion does not validate a plan.