{Campaign Name}¶
One-sentence summary. What is this campaign, when, and why is it worth doing?
Template
Copy this file into docs/marketing/campaigns/ with a kebab-case name (e.g. holiday-2026.md), fill in every field, delete this admonition, and add the new page to mkdocs.yml. If a field doesn't apply, write "n/a" rather than deleting it.
At a glance¶
| Type | Launch / Seasonal / Tentpole / Always-on / Reactive |
| Status | Drafting / Approved / In-flight / Wrapped |
| Owner | Name |
| Dates | Start — End |
| Decision deadline | Date by which we lock or kill |
| Budget (paid) | $X,XXX |
| Channels | List (Email, Social, Paid, PR, Site, Partnerships) |
Objective¶
What does success look like? State the single primary outcome. If you have to pick between two metrics, you have two campaigns.
Audience¶
Which slice of the ICP (../../foundation/customer-research.md) is this for? Be specific — "moms" isn't an audience.
Message¶
One sentence the customer would walk away with.
Voice & visual¶
- What voice pillar (
../../foundation/brand-voice.md) leads this campaign? - What's the visual register — palette, typography, photography reference?
- Anti-patterns specific to this campaign — what we'd never say or show.
Channel plan¶
Website¶
- Hero placement
- Product page changes
- New collections / landing pages
Email¶
- Subject line(s)
- Send dates
- Audience segment(s)
- Sequence flow
Social¶
- Platforms (IG, TikTok, etc.)
- Post count + cadence
- Story / reel / static mix
- Creator partners (link to Influencers page)
Paid¶
- Channels (Meta, Google, etc.)
- Budget split
- Creative variants
PR¶
- Press kit additions
- Outreach list
- Hooks for journalists
Partnerships¶
- Hotel co-marketing, if applicable (link to Hotels page)
Dependencies¶
- Product: which SKUs need to be ready / live / in stock
- Creative: shoots, assets, copy
- Tech: site changes, email templates
- Vendor: anything supplier-dependent
- Legal: disclaimers, sweepstakes rules, etc.
Calendar¶
Week-by-week timeline with owner per task.
| Week of | Task | Owner | Status |
|---|---|---|---|
Success metric¶
The one number we'll grade this campaign on. Plus secondary metrics worth watching.
Post-mortem¶
(Fill in after the campaign wraps. What worked, what didn't, what to repeat, what to never do again. Link any major insight to a decision record (../../strategy/decisions/) if it changes how we operate.)