Campaigns · 6 min read
How a young marketer plans a campaign end-to-end
The exact framework I use to plan a marketing campaign end-to-end — brief, channels, creative, launch and post-campaign report.
By Jack Frampton, Apprentice Advocate working at Queen's College, Taunton · Published 10 July 2026
A campaign is not a Facebook ad. It's a coordinated push across channels with a start, middle and end. Here's the framework I run.
Brief in one page
Audience, insight, outcome, timing, budget, one metric. If it doesn't fit on a page, it isn't a brief.
Channels chosen for reach × fit
Pick two, maybe three channels. Owned (email, site), earned (PR, social), paid (Meta Ads, Google Ads). Every channel adds coordination cost.
Creative from a single big idea
One idea, expressed across formats. Not five separate ads pretending to be a campaign.
Report in one page
Reach, engagement, conversions, revenue, and one paragraph on what to change next time. Everything else lives in GA4 if anyone wants to dig.
Frequently asked questions
- How long should a campaign run?
- 2–6 weeks for most launches. Under 2 you don't have data; over 6 you have fatigue.
- How much should a small business spend on a campaign?
- £2k–£15k depending on channel mix, plus 15–20% agency/freelance fee if outsourced.
- Do we need paid ads to run a campaign?
- No — earned and owned campaigns can outperform paid ones with the right hook and audience.
- How do I measure a campaign that isn't sales?
- Pick one leading indicator (email sign-ups, event bookings, share of voice) and one lagging (revenue, retention).