Write the Outcome Before the Tactics
Convert a tactic-first campaign request into a SMART objective connected to channel roles and AMEC-style measurement.
Start with the change, not the channel. SMART makes the campaign inspectable A useful campaign objective names the audience, behavior, quantity or quality threshold, deadline, and constraint. "Drive awareness" is a direction. "Increase unaided recall among procurement directors from 18 percent to 28 percent by the September shortlist window" is a planning instrument. PESO assigns jobs to channels The channel mix should answer: what must be believed, discovered, compared, shared, and acted on? Owned media gives depth. Shared media creates distribution and conversation. Earned media adds credibility. Paid media buys speed and learning. If a channel has no job against…
Sign up free — one personalized lesson every day, matched to your role and goals.
Already have an account? Sign in