A CLEARER WAY TO BUILD CAMPAIGNS
The Campaign Planning System
A step-by-step system to help you turn promotions, launches, and big brand moments into campaigns people actually care about.
Four tools. One campaign planning process.
The tools behind our Campaign Lab method, packaged together so you can move from “we have something coming up” to a campaign with a clear objective, a real audience insight, and an idea worth building around.
Inside, you’ll get:
01 — Annual Opportunity Calendar
02 — Campaign Brief Questionnaire
03 — Campaign Lab Dashboard
04 — Campaign Pitch Deck Template
01 / The Annual Opportunity Calendar.
Use the Annual Campaign Opportunity Calendar to map the moments throughout the year that deserve bigger campaign thinking.
Product launches.
Seasonal moments.
Events.
Promotions.
Anniversaries.
Cultural moments.
Partnerships.
Business milestones.
Community moments.
The point is to identify the moments worth building around before they get reduced to a few posts on the content calendar. The workshop specifically positions the calendar as the annual planning tool for these kinds of opportunities.
02 / The Campaign Brief Questionnaire
Once you’ve identified the opportunity, define the assignment. Use the brief to get aligned on:
What is happening?
Why does it matter?
What are we trying to accomplish?
Who are we trying to reach?
When is it happening?
What constraints do we need to consider?
03 / The Campaign Lab Dashboard
Use the dashboard to organize your research and move from: Observation → Tension → Truth → Opportunity
What are you repeatedly seeing or hearing?
Where is the frustration, contradiction, desire, or gap?
What does that reveal about what your audience actually thinks or feels?
What opportunity does that create for the brand?
Get the obvious ideas out first. Then push them. Flip the assumption. Ask “what if?” Keep going until you find an idea strong enough to build around.
04 / The Campaign Pitch Deck Template
Once you’ve landed on the direction, use the pitch template to bring the thinking together.
Start with the why. Show the strategic opportunity, audience truth, and Big Idea before getting buried in execution details. Then, once the direction is approved, build out the full campaign. The template is intentionally split into two parts:
Part 1: Pitch the idea and get alignment.
Part 2: Fully explore and develop the campaign.