The document outlines a checklist for planning a powerful multi-channel marketing campaign. It includes steps to kickoff collaboration with cross-functional teams, define goals and audiences, develop messaging and creative assets, implement testing and optimization strategies, track and report on results, and conduct a post-campaign review. The goal is to provide guidance on integrating multiple marketing channels to design, execute, measure and improve impactful campaigns.
The Holy Grail Checklist: Planning a Powerful Multichannel Campaign - CHECKLIST
1. The Holy Grail Checklist:
Planning A Powerful Multi-Channel Campaign
KICKOFF & COLLABORATION
Schedule a kickoff meeting with your channel colleagues.
Elect a project lead.
Review data on potential audience segments/groups & campaign themes.
Schedule regular collaboration meetings to review and make decisions on metrics, measurement,
evolving campaign needs.
AUDIENCE & CAMPAIGN THEME
Finalize audience segments/groups and campaign theme.
TIMING
Identify campaign start and end.
Create master schedule of tasks and milestones.
CAMPAIGN GOALS & MEASUREMENT
Define overall goals of the campaign.
Define success metrics & get agreement on them – aggregate, by channel, both?
Define analytics tracking strategy to capture data (tool(s), data points, etc.).
Create a reporting template in advance with all success metrics.
QA and test data capture before launch to ensure all data can be captured and reported on.
DON’T get hung up this. Keep it actionable, based on your systems and capabilities.
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2. CHANNELS
Select the appropriate channels to use and test.
Identify sequencing and use of channels during the campaign.
MESSAGING & CREATIVE
Develop Strategy & Creative Brief that will include:
Campaign theme
Goals
Offer(s) – premiums, ask strings, other.
Audience segments/groups
Channels
Sample messaging
Branding elements, creative tone, essential imagery and copy that should be present in each
communication channel
Messaging adaptations (as appropriate) for each channel
Creative test variations (creative elements, landing pages, video, etc.)
Key dates and deadlines
Get signoff on the Brief from all pertinent parties.
TESTING & OPTMIZATION PLAN
Define test elements.
Creative
Offer
Timing of channel communication
One channel vs. another
Define test and control groups.
Assign group setup.
Add final test and control groups into the reporting template.
Identify optimization decision points on schedule.
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3. CULTIVATION & CONVERSION STRATEGY & PLAN
Create your welcome series BEFORE you launch!
Reference same messaging tone and look as campaign.
Think ahead. Create a strategy for lapsed donors and determine reporting frequency and
responsibility for tracking retention.
REPORTING
Identify who will be responsible for QA of data throughout the campaign, data pulls and
reporting, including third-party vendors (match-back, etc.).
Identify frequency of reporting.
Identify report format.
Identify all parties who will receive reports.
Identify timing of final campaign report and post-campaign review meeting.
POST-CAMPAIGN REVIEW
Gather cross-channel team when the final report is complete.
Review final campaign report and results.
Document learnings for future campaigns and disseminate internally.
Identify opportunities for new integrated campaign(s).
Schedule planning session for next campaign.
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additional checklists and a
copy of the full presentation.
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