A campaign that starts with an objective
and ends with a result you can measure.
The objective, the audience and what your team knows about it, the strategy, the stages of delivery and how you will measure it, in one plan you download as Word or PowerPoint.
Objective
A measurable objective: what changes, for whom, by how much, and by when.
Why this campaign now? What has happened, or is about to?
One per line. For example: 60% of small business owners in Riyadh know the service within three months.
Audience
One per line, the most important first.
What they care about, what they believe now, and what stops them acting.
Strategy
One sentence that holds the whole campaign together.
Implementation
One per line, e.g. Warm-up (two weeks): journalist briefings, teaser content.
One per line, with their role.
Scoring
Measure what changed, not only how much was published.
Outputs (coverage, reach), outcomes (awareness, engagement) and impact (sign-ups, sales, reputation).
And what did the media say next? Every morning Ijaz follows what was published about your company, your leader and your competitors, so you know which message landed.
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