The document outlines a checklist for planning a powerful multi-channel marketing campaign. It includes steps to kickoff collaboration with cross-functional teams, define goals and audiences, develop messaging and creative assets, implement testing and optimization strategies, track and report on results, and conduct a post-campaign review. The goal is to provide guidance on integrating multiple marketing channels to design, execute, measure and improve impactful campaigns.

1. The Holy Grail Checklist:
Planning A Powerful Multi-Channel Campaign
KICKOFF & COLLABORATION
 Schedule a kickoff meeting with your channel colleagues.
 Elect a project lead.
 Review data on potential audience segments/groups & campaign themes.
 Schedule regular collaboration meetings to review and make decisions on metrics, measurement,
evolving campaign needs.
AUDIENCE & CAMPAIGN THEME
 Finalize audience segments/groups and campaign theme.
TIMING
 Identify campaign start and end.
 Create master schedule of tasks and milestones.
CAMPAIGN GOALS & MEASUREMENT
 Define overall goals of the campaign.
 Define success metrics & get agreement on them – aggregate, by channel, both?
 Define analytics tracking strategy to capture data (tool(s), data points, etc.).
 Create a reporting template in advance with all success metrics.
 QA and test data capture before launch to ensure all data can be captured and reported on.
 DON’T get hung up this. Keep it actionable, based on your systems and capabilities.
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2. CHANNELS
 Select the appropriate channels to use and test.
 Identify sequencing and use of channels during the campaign.
MESSAGING & CREATIVE
 Develop Strategy & Creative Brief that will include:
 Campaign theme
 Goals
 Offer(s) – premiums, ask strings, other.
 Audience segments/groups
 Channels
 Sample messaging
 Branding elements, creative tone, essential imagery and copy that should be present in each
communication channel
 Messaging adaptations (as appropriate) for each channel
 Creative test variations (creative elements, landing pages, video, etc.)
 Key dates and deadlines
 Get signoff on the Brief from all pertinent parties.
TESTING & OPTMIZATION PLAN
 Define test elements.
 Creative
 Offer
 Timing of channel communication
 One channel vs. another
 Define test and control groups.
 Assign group setup.
 Add final test and control groups into the reporting template.
 Identify optimization decision points on schedule.
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3. CULTIVATION & CONVERSION STRATEGY & PLAN
 Create your welcome series BEFORE you launch!
 Reference same messaging tone and look as campaign.
 Think ahead. Create a strategy for lapsed donors and determine reporting frequency and
responsibility for tracking retention.
REPORTING
 Identify who will be responsible for QA of data throughout the campaign, data pulls and
reporting, including third-party vendors (match-back, etc.).
 Identify frequency of reporting.
 Identify report format.
 Identify all parties who will receive reports.
 Identify timing of final campaign report and post-campaign review meeting.
POST-CAMPAIGN REVIEW
 Gather cross-channel team when the final report is complete.
 Review final campaign report and results.
 Document learnings for future campaigns and disseminate internally.
 Identify opportunities for new integrated campaign(s).
 Schedule planning session for next campaign.
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