FedEx Freight truck traveling by prairie

Digital Marketing Planner

Digital Marketing Planner

Digital advertising

Our partner for campaign and ad strategy

SEM

SEM

Optimize for your target audience with paid search promotion for the right search terms.

 Campaigns & Ads

Campaigns & Ads

Consumer focused digital campaign strategy to accompany business objectives.

 Cross-Channel

Cross-Channel

Campaigns live where your customers are: everywhere. Be sure your messaging reaches multi-channel audiences.

Section Example(s)
Background/Overview

What's the big picture? What's going on in the market? Anything happening on the client side that we should know about? Any opportunities or problems in the market?

This is where you introduce the project to the team.

Objective(s)

What is the goal of the ad or campaign?

Write a concise statement of the effect the ad or campaign should have on consumers. Typically expressed as an action and frequently focused on what the ad should make the audience think, feel, or do.

Target Audience

The aim here is to paint a portrait of the audience.

Start with a few basics:

• Who are they?

• Where are they?

• How will we communicate with them?

• What else do we need to know about them?

Go beyond basic age, location and gender data to humanize demographic details with insights and lifestyle information.

One way to do that is to explain how the audience currently thinks, feels and behaves in relation to the product category, to competitors, as well as to the client.

Focus

What’s the one thing that must be communicated? What's the most important thing to say or show?

Here you want to identify the single most persuasive statement, or compelling visual, you can present to achieve the objective. Keep it simple.

Reasons to Believe

What are the most compelling reasons to believe, to try, to buy?

List the rational and emotional reasons for consumers to believe what you say, to try the product, to buy the service. Include all major copy points and visual evidence listed in order of relative importance to the consumer.

Example
Lowest shipping rates in Canada.

Must-Haves

Please list any must-haves for the campaign or ad.

Example
Must include legal disclaimer Must include CTA ‘Learn More’

Channels

Please list all applicable channels that must be included

Example
Search, Display, Facebook etc

Deliverables

List all required deliverables

Example
Media Plan (please be specific with requirements for the plan)
Display Banners
Search Ad Copy
English and French

Budget Please provide what the total budget is and specify if HST and Management Fees need to be included within the specified budget.
Launch Date & Duration

When must the campaign go live?

Please specify how long this campaign will be in market for.

Approvals

Please list all parties who must review and approve the plan/creative

Example
Legal, Brand, Marcom etc.


Download Digital Advertising Forms

Before downloading, filling out and sending of the form to the PbS Team, make sure to review the guidelines on how to fill out the document.