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Hi, Everyone! My name is Viola Yakimenko and I am a Head of Marketing at Kadam.
Below you can find the full marketing campaign checklist that will definitely come in handy for both - marketing newbies as well as long-term specialists.
If you have any questions or ideas for collaboration, please contact me via LinkedIn👈
Enjoy and use wisely!
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Give a clear summary of your campaign to keep everyone on the same page. This intro helps you quickly understand the campaign’s goals, audience, and success metrics for smooth planning and execution.
Below you can find the plan to make a perfectly structured summary for the campaign:
| Description | Example | |
|---|---|---|
| Campaign Name: | Give a short and clear name to a campaign to make it sound like a short summary . Consider the campaign goal: if it’s a feature release, the messaging should be clear and clean; if it’s a creative New Year campaign, you need to stand out with something bold and distinctive. | Kadam Groove of Growth Campaign |
| Kadam New Targeting Feature Campaign | ||
| Description: | The campaign description should include the main goal, time period and key elements. | New Feature “Feature Name” Campaign Description: |
This campaign aims to drive awareness, adoption, and engagement for our newly launched feature. Running over a four-week period, the campaign will highlight the feature’s key benefits through targeted messaging, user education, and promotional content. Key elements include email marketing, in-platform announcements, social media posts, and performance tracking to optimize outreach and measure success. | | Objective: | Define a specific, measurable goal that a campaign or project aims to achieve. In marketing, it could be things like increasing brand awareness, generating leads, boosting sales, or growing social media engagement. | Objective: Increase user adoption of the new feature by 25% within four weeks of launch through targeted marketing efforts across email, in-platform messaging, and social media. | | Goals | Main results the campaign should achieve to make fulfilling an Objective possible. Better use numbers here. | - Achieve a 25% increase in active users engaging with the new feature within the first month.
Steps to find a target audience:
This section outlines your campaign strategy, including value proposition, messaging, channels, and tools. It aligns the team and guides execution for maximum impact and results.
| Description | |
|---|---|
| Value Proposition | A clear statement that explains the main benefit your product or service offers, how it solves the problem or meets a need, and what makes it better or different from competitors. It answers the question “Why should customers choose you?” |
| Messaging and Positioning | Begin by asking: What message do you want to convey, and who is your audience? This will help guide your approach to brand messaging. |
There are four main types of positioning strategies to consider:
Functional Positioning Focuses on the practical benefits and features of a product or service. Experiential Positioning Highlights the unique experiences the brand delivers. Symbolic Positioning Centers on emotional appeal and the intangible value the brand offers. Competitive Positioning Differentiates the brand by showing how it outperforms competitors in specific areas.
How to create messaging: Define the core message and target audience Identify the key values of your campaign Highlight what sets you apart from competitors Ensure alignment with your brand positioning Keep it clear and simple | | Design Elements | Design elements are the visual components used to create a cohesive and engaging look for a campaign. They include things like color schemes, typography, imagery, graphics, and layout styles. These elements work together to reflect the campaign’s theme, attract attention, and communicate the message effectively. | | Tone of Voice | Tone of voice is the way a brand communicates its personality through words and writing style. Learn how to define a tone of voice in the article: https://www.semrush.com/blog/how-to-define-your-tone-of-voice/ | | Branding Guidelines | Ideally, your messaging should follow the main brand guidelines. Staying aligned with the brand’s tone, personality, and core values helps maintain consistency and build trust during the campaign. If brand guidelines aren’t available, use other reference points — such as your website, visual style (e.g. colors, fonts), past communications, and the way you interact with your audience on social media. These can help you stay consistent with the brand’s overall look and feel. | | Creative Direction | Creative direction is the overarching vision that guides the look, feel, and message of a campaign. It brings together visuals, storytelling, and copy to inspire action. While not always essential, it’s a valuable asset that ensures consistency and impact. |
This section provides the insights and tools to create impactful campaigns and use different channels effectively to boost reach and achieve strong results.
SMM Management
| Goal: | • Activate existing community and acquire a new one • Build strong and active community by informing, engaging, and promoting campaign main features • Healthy engagement across all social media platforms • Fulfill social medias with quality and rich content • Build stronger SEO for a website through referring to the website through the posts/articles | | --- | --- | | Social Media channels to boost: | Suggested posting frequency by platform (for reference only — no need to create a new channel just for the campaign):
X (Twitter): 1–5 tweets per day Instagram: 3–5 posts per week Facebook: 1–2 posts per day Telegram: 1–3 posts per day If applicable:
Reddit: 1–2 posts per day Discord: 2–5 posts per day | | Rubrics and Content: | To create balanced and effective content, organize your posts into three(or more) main categories based on their purpose:
Informative: Content that highlights your product’s value and keeps your audience updated. Examples: Selling points Unique features Updates Partnerships Q&A Team introductions AMA (Ask Me Anything)
Educate: Content that helps your audience understand your product, technology, or industry better. Examples: Simple explanations Technical deep-dives How-to guides Industry news
Engage: Content designed to spark interaction and build community. Examples: Opinions Polls Memes Fun facts Viral content Quizzes
Use this framework to plan diverse content that informs, educates, and engages your audience effectively. |
Paid Ads
| Why do we need to utilize paid ads? | - To reach specific demographics and geographic locations;
Influencers