Module 7 – Campaign Planning, Budgeting & Launch Execution
Module 7 Goal:
By the end of this module, you'll have a complete, realistic implementation plan for your campaign, including:
- A clear choice of which activities you're actually running
- A budget and resource plan that won't break you
- One sharp, SMART campaign goal
- A timeline and task list for before, during and after
- A clear campaign message + promo plan
This is the "no more thinking, now we execute" module.
7.1 – From Concept to Concrete Plan
In earlier modules, you:
- Defined your audience & persona
- Clarified your strategy & funnel stage
- Built out concepts and multisensory design
- Added tech and amplification ideas
Now you'll decide:
- Which activities/formats you're actually doing this round
- How big this campaign will be (simple pilot vs multi-part experience)
- How to fund it, staff it, and promote it without burning out
Your mantra here: Start smart, not huge. Even the original course emphasizes starting small and manageable, then expanding as you learn.
7.2 – Choosing Your Final Campaign Setup
You probably have several cool ideas by now. Time to pick what's in Version 1.0 and what goes on the "later" list.
The original material suggests choosing 1–3 activities, depending on your experience and resources.
Decision Rules (Keep or Cut?)
Use these three filters (adapted from the original Lesson 1):
Your activities should be:
- Straightforward to execute
- Can be set up without specialist skills or complex logistics.
- Examples:
- Simple workshop or demo
- In-store mini event
- Online challenge or webinar
- High engagement & visibility
- Likely to generate participation, buzz, and good content.
- Simple to promote to your ideal customer
- Easy to explain
- Obvious "what's in it for me?"
If an activity fails 2 of these 3, it goes on the parking lot list for another time.
Case Study: Sarah's Salon (Reframed)
From the original course: Sarah owns a local hair salon and wants to increase brand awareness. Her ideas:
- Interactive color consultation booths
- Social media color challenge
- Live color demonstrations
She assesses:
- She's new to experiential marketing and has a small team.
- The social media challenge is simple and digital.
- Consultation booths bring people into the salon and are easy to promote locally.
- Live demos feel complex for her first try (streaming, staging, etc.).
So she chooses:
Social Media Color Challenge- In-Salon Color Consult Booths
Live Demos (later, when she's ready)
That's exactly how you should think: small, smart, strategic.
Workbook: Final Campaign Mix
In your Action Guide:
- List your top 3–5 activities from previous modules.
- For each, rate (1–5):
- Ease of setup
- Engagement & visibility potential
- Ease of promotion
- Choose:
- 1 core activity (the main experience)
- 0–2 supporting activities (optional)
- Write 2–3 sentences explaining why you chose this mix for this first campaign, not some future ideal version.
7.3 – Budget & Resource Planning (Without Drama)
You can't implement what you can't afford. So we move from "fun idea" to "funded project."
The original module walks through:
- Costing activities
- Checking permits/laws
- Including things like staff, tech, printing, licenses.
Step 1 – Budget Categories
For each chosen activity, estimate:
- Venue / platform
- Room rental, online platform upgrades, hosting fees
- Staff / team
- Extra team hours, freelancers, support staff, tech support
- Materials & supplies
- Decor, props, printed materials, signage, workshop materials
- Tech & equipment
- Mic, camera, lighting, tablets, VR/AR gear, software licenses
- Food & beverage (if relevant)
- Permits & licenses
- Using public space, serving food/drink, street events, noise, etc.
- Promotion
- Ads, design, printing flyers, PR support
- Contingency (always):
- 10–20% extra for "stuff we didn't think of"
Step 2 – Legal & Permissions Check
From the original: depending on the activity, you may need:
- Permit to use public/pavement space
- License to serve food or alcohol
- Local authorization for a pop-up shop or street event
- Police notification if you expect a large crowd
Do this early. Don't design something you can't legally run.
Workbook: Budget Snapshot
In your Action Guide:
- Add a table for each activity:
- Estimated costs per category
- Total per activity
- Add them up → Total Campaign Budget
- Compare with:
- What you can comfortably invest
- What's possible if you add sponsors/partners
If you're over budget:
- Simplify activities
- Reduce duration or scale
- Swap paid things for partnerships (e.g., local vendors providing samples in exchange for exposure)
7.4 – Define One Clear Campaign Goal (SMART)
You set business priorities back in the earlier strategy module. Now you translate that into one concrete campaign goal.
The original course uses SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) and gives examples like:
- Brand awareness:
- Engagement:
- Sales:
Pick ONE primary goal for this campaign. Others can be secondary, but don't design for everything at once or your message will be mush.
Workbook: Your SMART Goal
Use this template:
Examples adapted for you:
- "Increase qualified email subscribers by 200 within 30 days of the event by capturing leads at the workshop and funneling them into a nurture sequence."
- "Sign 15 new recurring clients within 60 days by offering an exclusive event-only offer and a post-event follow-up series."
In your Action Guide, write:
- Primary campaign goal (SMART):
- Secondary "nice-to-have" outcomes (max 2):
You'll later feed this into your measurement module.
7.5 – Time & Task Allocation (Your Mini Gantt)
Even a small campaign has a lot of moving parts. The original module pushes you to set milestones and plan pre/during/post tasks and team roles.
Phases & Milestones
Think in 3 phases:
- Pre-Campaign (Planning & Promotion)
- Confirm activities, venue/platform, partners
- Finalize budget & goals
- Build campaign message + landing page
- Launch promo and sign-ups
- During Campaign (Delivery & Engagement)
- Run the experience
- Manage tech, staff, and flow
- Encourage UGC and live sharing
- Capture leads, stories, and testimonials
- Post-Campaign (Follow-Up & Sales)
- Send thank-you and recap
- Launch sales sequence
- Analyze performance & learnings
Team & Roles
Even if "team" = just you, be explicit:
- Campaign Owner: overall responsible (you)
- Experience Lead: content, run-of-show
- Tech Lead: tools, streaming, backups
- Comms Lead: emails, socials, DMs, UGC management
- On-the-Day Support: check-in, hospitality, facilitation
If you're solo, you still define these roles → then decide:
- What you'll own
- What to outsource (e.g., tech, design, filming)
Workbook: Timeline & Roles
In your Action Guide:
- Choose an event date or launch date.
- Work backwards and list key milestones by week (or day if it's soon).
- For each milestone, assign WHO is responsible (even if it's you).
- Mark any hard deadlines (permits, deposits, ordering materials, etc.).
You'll later drop this into your "Campaign Planner" doc or spreadsheet.
7.6 – Crafting Your Campaign Message
Now you know:
- What you're doing
- Why you're doing it
- When it's happening
You need to be able to explain it in one compelling message.
The original course gives clear best practices and a plug-and-play template.
Elements of a Strong Campaign Message
Your message should:
- Highlight the key attraction
- What makes this experience unique, exciting, or helpful?
- Create urgency
- Use phrases like "limited spots," "don't miss this," etc.
- Give essential info clearly
- Date, time, location/format (online/offline).
- Include a clear call-to-action
- Register, apply, join the waitlist, sign up, etc.
- Stay visually and verbally consistent across all channels.
- Include a hashtag and sharing cues.
Message Template (Adapted)
From the original:
Use that as your base for landing page, emails, and social captions.
Workbook: Write Your Campaign Message
In your Action Guide:
- Draft your headline using the template.
- Write a short version for social (1–2 sentences).
- Write a long version for your landing page/email.
You can later refine tone (formal, casual, playful) depending on your brand.
7.7 – Promotion Plan: Before, During & After
You already explored tech & digital amplification in Module 6; here, you're tying it together into a campaign-specific promo plan.
The original Lesson 2 breaks this into pre, during, and post campaign tactics.
Pre-Campaign Promotion (Awareness & Sign-Ups)
Use a mix of:
- Channels
- Email newsletters
- Social media posts & stories
- Local media / community boards
- Partners, affiliates, influencers
- Tactics
- Dedicated landing page with clear CTA
- Early-bird incentives (discounts, bonuses, limited spots)
- Press releases or pitches to local/industry media
- Partner shout-outs and list swaps
During-Campaign Promotion (Engagement & Buzz)
While the experience runs, you:
- Encourage live sharing on social with your hashtag
- Offer incentives for sharing (prize draw, bonuses)
- Set up visual/photo moments (photo booth, selfie spots, branded scenes)
- Livestream key segments (talks, demos, reveals)
- Run real-time contests via hashtag or tags
- Capture live feedback & quotes for your future content
Post-Campaign Promotion (Conversion & Loyalty)
After the campaign:
- Encourage more UGC posts, reviews, and testimonials
- Send feedback surveys to attendees
- Monitor and engage social mentions and hashtags
- Send thank-you emails with recap and next steps
- Post a campaign recap (blog, video, social carousel)
- Run a sales sequence linked to the campaign theme (offers, early access, limited bonuses)
Workbook: Promotion Mini-Plan
In your Action Guide, list:
- Before: at least 2 tactics (e.g., email series + IG countdown)
- During: at least 2 tactics (e.g., hashtag contest + livestream)
- After: at least 2 tactics (e.g., recap email + offer sequence)
These will plug straight into your Digital Amplification Timeline from Module 6.
7.8 – Campaign Planner: One-Page Summary
By now, you've got a lot of pieces. Time to unify them into a Campaign Planner you can refer to daily.
Your Campaign Planner should include:
- Campaign Name & Theme
- Primary Goal (SMART)
- Target Persona / Audience
- Core Activity + Supporting Activities
- Budget Summary
- Total budget + key cost categories
- Timeline & Milestones
- Pre / During / Post key dates
- Roles & Responsibilities
- Campaign Message
- Short + long versions
- Promotion Plan
- Before / During / After tactics
- Measurement Plan (Preview of next module)
- Key metrics tied to your goal (you'll go deeper in the Measurement module)
You can format this as a Notion page, Google Doc, or spreadsheet tab.
7.9 – Quick Implementation Checklist
Before you move to the Measurement & Optimization module, check:
- I've chosen 1 core activity (and 0–2 supporting ones) that are realistic for my resources.
- I've created a basic budget and checked for any permits/licenses needed.
- I've written one clear SMART goal for the campaign.
- I have a timeline with milestones and responsibilities.
- I've drafted a campaign message using the template and adapted it for my channels.
- I've picked at least 2 promo tactics for before, during, and after the campaign.
- I've filled out a Campaign Planner that brings everything together.
If something isn't ticked, that's your homework for this module.
7.10 – Action Steps to Complete Module 7
To officially finish:
- Confirm your final activity mix (core + supporting).
- Complete your budget & permit check.
- Write your SMART campaign goal.
- Build your timeline & roles (pre/during/post).
- Draft your campaign message and promo copy.
- Choose your promotion tactics for each phase.
- Fill out your Campaign Planner document.
Once this is done, you're ready for the next module:
Measurement & Optimization – where we'll pick the right metrics, set up tracking, and turn your campaign into a learning engine so each round gets more profitable and effective.
