A step-by-step checklist with Purpose, Inputs, Steps, and Definition of Done. Duplicate this page for every campaign

🗂️ Campaign Metadata (fill in first)

• Campaign Name:
• Business Goal (Awareness / Leads / Sales / Retention):
• Primary KPI & Target (e.g., CPA ≤ $60, 1,500 signups):
• Secondary KPIs:
• Budget (total) & Pacing (daily/weekly):
• Start → End (dates & time zone):
• Owner (Accountable):
• Team (Responsible):
• Stakeholders (Consulted/Informed):
• Dependencies:
• Risks & Assumptions:
• Key Decisions & Dates:

0) Alignment Kickoff

Purpose: Ensure everyone agrees on why, who, what, and how we’ll measure success before any build work starts.

• Inputs: Brief or business request, historical performance, budget guidance, constraints.
• Steps
  1. Write a single‑minded proposition (SMP): one line that the whole campaign proves true.
  2. Define audience segments (primary/secondary) with Jobs‑To‑Be‑Done and pains.
  3. Document constraints (budget cap, legal, product readiness, timelines).
  4. Create RACI: Responsible, Accountable, Consulted, Informed.
  5. Draft success criteria: exact KPIs, measurement method, reporting cadence.
• Definition of Done/Launched