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Table of contents

Campaign overview

Provide a general summary of what you’re doing and why you’re doing it. You can include other docs that may be important as well as deadlines that need to be met.

Goals & objectives

Target audience

Segments

Messaging

These are early directions we’re exploring for this campaign. As we kick off, we’ll hone these messages into a succinct theme/messaging.

Points

Call-to-Action (CTA)

References & context

Channels

The marketing strategy across key channels, defining the role of each channel pre-, during, and post-launch, and how to best engage the target audience in each channel. If a channel won’t be used, change the status to Not applicable to automatically hide it.

Strategy