campaign
A planned, time-bound set of marketing activities built around a goal, an audience and a core message.
Definition
A campaign is a coordinated effort to achieve a defined objective, such as launching a product, raising awareness or driving sign-ups. It has a start and end, an audience, a central idea, selected channels, a budget and measures of success. Campaigns differ from always-on activity, which runs continuously. A well-run campaign begins with a clear brief and ends with a review of what worked. Agencies are often hired for campaigns when a client needs concentrated creative and media effort. Write down one primary goal and one primary audience before approving the plan, since campaigns that chase several goals tend to blur their message.
In a sentence
The spring campaign aimed to double newsletter sign-ups.
After the campaign, the agency delivered a results review.
