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Web Profits BlogContent MarketingA simple framework to maximise results from your big creative campaign

A simple framework to maximise results from your big creative campaign

Content Marketing, Digital Insights, Digital Marketing, Social Media Marketing -


Hi, I’m Ben Fitzpatrick – I’m the Head of Operations at Web Profits. Today I’m going to talk about how to plan a big budget marketing campaign.

I want to talk directly with senior marketers and business leaders about how you’re approaching these important campaigns. I’m talking specifically about when you have the opportunity to increase your normal advertising spend by 10-fold or more.

These campaigns take months of creative development and planning, and they deserve a great advertising strategy. So whether you’re going from $20K to $200K a month investment or from $200k to $2 million, I’ll provide a framework you can use to achieve your goals and minimise the waste.

So let’s get into it.

Set goals

Whether your campaign is a new product launch, an end of year sale, overall branding, entry into a new market or just an opportunity to ramp up your budget, the first step is setting goals and picking the metrics that define success. I would urge you from the start not to simply focus on awareness and impressions. In fact, some of the best campaigns don’t look at the top of the funnel as their top priority.

I’ve worked on a multi-million dollar campaign centred around a video competition where most of our initial advertising was actually targeted at our existing customers. We knew we’d grow awareness across the market, but we didn’t start there.

The primary goal of the campaign was getting our customers to enter. This allowed us to then leverage their content to promote the business to the broader public. And it led to a huge uplift in positive awareness as people learned about the business through our customers rather than directly from the brand.

For that campaign, the most important metrics for us were user generated content, social engagement, impressions and traffic. But you’ll need to customise these metrics to align with your campaign.

Outline your media plan

Once you know how to define success, the next second step is to create the outline of your media plan to help determine where and how you’re going to invest. Keep it simple and start with a spreadsheet.

First, list all available marketing channels and every type of content involved in the campaign – for example, Facebook Advertising with a Teaser Video, Facebook Advertising with Blog Content, Remarketing to a Landing Page, Search Advertising to a Landing Page, and so on. This gives you a complete list of all activity you’re going to focus on within your campaign.

Then simply add in the metrics you’ve chosen to measure. With this framework in place, you can easily compare, for example, the cost of promoting a video on Facebook versus promoting a video on Youtube – or the cost of an email address when promoting a competition on Instagram versus on display advertising.

Set benchmarks

Now that you’ve got the outline of your media plan in place, the third step is to set specific benchmarks for every channel, content type and activity.

How much do you expect to pay for 1,000 video views on Facebook? What’s your expected cost per email collected through remarketing. What’s the likely cost per thousand impressions of your Instagram ad?

While it’s difficult to make these numbers exact, if you have good historical data from your campaigns or you’re working with an agency who has experience in your industry, you should be able to make very educated estimates for every metric involved.

Make informed choices

You’ve now got all the information you need for the final step, which is to start making informed choices around where you invest your advertising dollars. Make a week-by-week plan for the campaign and start allocating ad budget. Because you’ve already put specific benchmark metrics in place, you’ll immediately have measurable goals to report against.

Remember though that even if it looks like one channel is going to be your best performer, you’re likely to have diminishing returns the more you invest. So you always need to diversify. This has the added benefit of giving you data across a broad range of channels at the start of your campaign which you can use to optimise and prioritise as it progresses.

Finally, you can always customise this media plan to fit your business and marketing. Most important is that you’re working to a detailed plan.

Too often what I see is a great campaign idea and awesome creative assets paired with a sub-par advertising strategy. It often comes in the form of a set and forget campaign through programmatic ad buying, a campaign focused only on optimising for awareness or simply an inexperienced marketer trying to manage complex ad targeting.

Regardless, it’s a waste – wasted money and wasted opportunity. So if you’re concerned that this might be your business, just send me a message and I’ll get in touch.

If you want a template of this media plan framework, just leave a comment and I’ll send you one directly.

And thanks for watching.

Ben Fitzpatrick

Ben Fitzpatrick

Head of Operations at Web Profits

With over five years tenure and extensive experience across all areas of digital marketing, Ben Fitzpatrick is Web Profits' Head of Operations and a consultant for some of our largest Growth Marketing clients. Across the business, he is constantly working with the team to innovate and improve in order to keep Web Profits at the forefront of digital marketing.


  1. Lionel says:

    Thanks for sharing these Ben! As an initiate in the world of digital marketing, I found what you shared to be very interesting. *thumbs up*

    August 8th, 2018 at 4:02 pm

  2. Hruthwik says:

    Great write up, Ben. Could you please mail me the media plan framework template?

    August 9th, 2018 at 1:10 am

  3. Alan says:

    Great informative video. Please send me the media planning template.

    August 9th, 2018 at 6:00 am

  4. Rao says:

    Can you please share your media plan template?

    August 9th, 2018 at 11:48 am

  5. Sangeetha says:

    Please share the template. Thanks.

    August 11th, 2018 at 11:37 am

  6. Ben Fitzpatrick says:

    Hey Sangeetha,

    I’ve just sent it through – let me know how you go with planning your campaign!

    August 13th, 2018 at 4:42 pm

  7. Ben Fitzpatrick says:

    Hi Alan,

    I’ve just sent it through – let me know how you go with planning your campaign!

    August 13th, 2018 at 4:42 pm

  8. Ben Fitzpatrick says:

    Hi Hruthwik,

    I’ve just sent it through – let me know how you go with planning your campaign!

    August 13th, 2018 at 4:43 pm

  9. Ben Fitzpatrick says:

    Hi Rao,

    I’ve just sent it through – let me know how you go with planning your campaign!

    August 13th, 2018 at 4:45 pm

  10. Nate says:

    I look forward to getting a copy of the media plan framework. Thanks for the valuable info.

    August 14th, 2018 at 1:53 am

  11. Ben says:

    Hey there, could you please email me the media plan framework. Thanks

    August 29th, 2018 at 6:01 pm

  12. Samuel Araki says:

    I’d love the template, too, Ben! So valuable! :)

    September 6th, 2018 at 4:43 am

  13. Nicole says:

    Loved this article, would love to action this template!

    September 6th, 2018 at 8:59 pm

  14. Mohit says:

    Great article Ben! Could you please dm me the template?

    September 10th, 2018 at 9:10 am

  15. Kelly Matusik says:

    Ben, your commentary is real and is very much appreciated.

    If you could share your template it would be greatly appreciated.

    October 4th, 2018 at 11:57 am

  16. Ben Fitzpatrick says:

    Hi Kelly,

    Thanks for that! I’ve just sent it to you. Let me know how your campaign goes.

    October 12th, 2018 at 10:45 am

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