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, Marketer 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).
Explore more on this site
- Apprenticeship Hub →Free mentoring, vacancy help and guides for school leavers, parents and employers.
- Marketing Portfolio →Campaign design, sports graphics, editorial work and photography from Queen's College, Taunton.
- Video →Behind the scenes video and short-form apprenticeship content.
- About Jack Frampton →Marketer, apprenticeship advocate and Taunton keynote speaker.
About the author
Marketer at Queen's College, Taunton · Apprenticeship advocate
Jack Frampton is a marketer at Queen's College, Taunton, working across digital marketing, SEO, design, content and photography. He came through the apprenticeship route himself, founded the Taunton Apprenticeship Evening and speaks in schools across Somerset and the South West about apprenticeships as a route into marketing. He offers free mentoring for school leavers, parents and employers.
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