This document provides a template for planning and executing a social media marketing campaign. It outlines the key steps in the process as start, plan, prepare, implement, and finish. The plan and prepare sections include templates for determining campaign goals, target audiences, budgets, staffing, tactics, and schedules. The implement section provides a sample content calendar. The finish section includes templates for reporting on goals and noting lessons learned. The overall template is intended to help structure a coordinated, time-limited social media campaign to promote a product or service.

1. Social Media Campaign Template
Client’s Name Here
A Social Media Campaign is a project with a limited duration, like a “burst” of activity.
They consist of a coordinated series of steps to promote a product/service through a
variety of ways.
Start
Plan
Prepare
Implement
Finish
This is a template outlining each step of the process. Social Media Campaigns need to be
watched very closely. This is not a “set it in motion and check back in a month” type of
campaign. This plan may require adjustments or editing as it progresses.
Social Media Campaigns usually run about 4-6 weeks, and it’s recommended to only run
one of these at a time. This template should be customized according to the type of
campaign being launched.
Work with your consultant to fill in the following pages:
1.
2.
3.
4.
5.
Start
Plan
Prepare
Implement
Finish

2. Start
Campaign Title (Even if it’s the name of the month, it’s important to distinguish this campaign
from the others done throughout the year.)
Campaign Description (In your own words, briefly tell us about this campaign.)
Purpose (How will you benefit the end-user’s life by conducting this campaign? What do you hope
to achieve in return?)
Why Now? (Campaigns tied to a timely event, season, or National Holiday, ie, an occasion
outside the company’s own calendar/agenda, tend to perform better.)
Goals (This table will be repeated at the conclusion to complete the campaign report. These are
numerical goals. Here are some ideas to get you started….)
Goals
Desired Value
Metric
Increase Social Media
Engagement
30%
Twitter Followers, Retweets. Facebook Likes,
Shares, Comments. Pinterest Repins, Comments
Increase Brand
Awareness
20%
Traditional Media Coverage, Blogger Coverage,
Organic Backlinks
Increase Website
Traffic
40%
Unique page views
Gain new email
addresses
200
New emails added to subscriber list
Attendees/Sales
1,000
In person attendees
or Increased revenue during campaign

3. Plan
Determine the nature of the campaign and decide which resources will be needed. Make sure you know what
you’re doing, why you’re doing it, who is doing what, where it’s being done, when it’s being done and how often
it’s being done, before you get started.
Type of Campaign (Campaigns can take the form of Sweepstakes, Coupons, Give-aways,
Sales, Events, etc. The type of campaign you’re doing will affect the tactics you choose.)
Target Audience (Who are you trying to reach? Potential customers? Existing customers?
Friends of your customers? How old are they? (This might determine which social media platform you
select. Use more than 1 chart if needed for segmenting.)
Gender
Age
Home Value
or Business Role
Education
Target Region/Industry
Likes/Dislikes
Preferred Communication
Method
Favorite Social Platform
Pain Points

4. Budget (Even “free” resources require time. How much are you willing to spend?)
Item
Cost
Duration/Frequency
Venue(s)
Facebook App
Facebook Ads
(display & promoted posts)
Temp Staff
Design Services
Supplies
Collateral (business cards, posters)
Prizes
Staffing (Please assign a name to each task. Due dates of delivery are listed in Preparation.)
Assigned To…
Tasks
Event Logistics
Content Creation (Writing)
Content Creation (Design)
Content Publishing (Web, Social, PRs)
Media Relations
Technical Support
Securing Marketing Collateral
Securing Prizes
Risks (Could this campaign backfire? Do we have a plan in place for that? Who is responsible for
implementing that plan? What happens if the campaign does not accomplish its goals?)

5. Prepare
Tactics (What type of actions should be taken based on your goals and your target audience? What
types of steps will get you where you want to go?)
Ideas
Description
Secure Venue
or Schedule Facebook Event
N/A
Buy/download Facebook App
North Social Sweepstakes App
Set aside budget for paid
advertising
$10 per promoted post
Write/Publish Contest Rules
How to enter, how winner is selected, notified & announced
Select Supporting Collateral
Jpg Image files for Facebook Cover photo & Email Newsletter
Add Check In Special
Can this coupon or contest be tied to a location?
Create Pinterest Board
Pin the Prizes, Entries, and relevant images
Print On-Site Signage
Displays reminding customers of campaign
Track Website Traffic
Note daily visits before campaign launches
Schedule Website Content
Wordpress lets you upload and schedule posts
Secure Prizes
Down filled pillow, queen size (2)

6. Implement
Schedule (This can be used with your Content Calendar. Set calendar reminders too.)
Date/Days/Frequency
Content
Tool/Platform
April 1
Facebook App & Post Launching Campaign
Facebook & Twitter
April 1
Image from Sweepstakes w/ a link to rules
Facebook
April 2
Press Release announcing campaign
PRWeb
April 15
Media Pitch
Email
April 20
Email Newsletter
Email
Mondays, April-May
Post teaser quiz w/ multiple choice answers
Facebook
Fridays
Blog article with hashtag call to action
Website
April
Sun
Mon
2
3
9
10
16
23
30
Tue
Wed
Thu
Fri
Sat
1
5
6
7
8
4
Send PR
11
12
13
14
15
17
18
19
20
21
22
24
25
26
27
28
29
31
Announce
Winner

7. Finish
Goals
Desired Value
Value Achieved
Metric
Increase Social Media
Engagement
30%
Twitter Followers, Retweets. Facebook
Likes, Shares, Comments. Pinterest
Repins, Comments
Increase Brand
Awareness
20%
Traditional Media Coverage, Blogger
Coverage, Organic Backlinks
Increase Website
Traffic
40%
Unique page views (referrals from
Social, referrals from PRWeb)
Gain new email
addresses
200
New emails added to subscriber list
Attendees/Sales
1,000
In person attendees
or Increased revenue during campaign
Anecdotes (Note any highlights, Press Clips, lessons learned, ideas for next time...)