Marketing plan example
A marketing campaign plan presentation built on last season's results
A consumer brand's spring campaign plan from its CMO, for marketing leads presenting a plan to leadership. It starts from last season's results, shows short-form video overtaking paid search, splits the message for two audiences and sets out the channel budget, four waves and who owns what.
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01Cover
Tidewell Spring Campaign Plan
Audience, channels and budget for launch · 3 March 2027 · Sofia Marchetti, CMO
02Agenda
What we'll cover
- Campaign goals
- Who we're talking to
- Channel mix and calendar
- What last season taught us
- Budget and asks
03Section
Why this launch matters
Spring is 40% of our annual sales, and our audience has moved channels.
04Key numbers
Last season's campaign beat every target
Short-form video did the heavy lifting: its cost per click was 38% below paid search.
- 2.4M — Video views
- 6.8% — Engagement rate
- $412K — Attributed revenue
- 18K — New email subscribers
05Chart
Short-form video overtook paid search as our top channel
Chart: Search ($K), Video ($K) across Sep, Oct, Nov, Dec.
- Search ($K): Sep 92 · Oct 88 · Nov 85 · Dec 81
- Video ($K): Sep 34 · Oct 58 · Nov 79 · Dec 104
Video now drives 41% of attributed revenue, at a cost per click 38% below search.
06At a glance
Last season at a glance
- Video overtook search as our top channel — Short-form video brought in $104K in December against $81K from paid search, the first month video led on revenue.
- 6.8% engagement rate — Up from 4.1%.
- 18K new subscribers — Best season on record.
- Creator CPA too high — $46 against a $28 target.
- 39% email open rate — Industry average 21%.
07Points
Three moves will make spring work
Each one builds on what worked last season.
- Lead with 15-second product demos on short-form video, where cost per click is 38% below search.
- Move 30% of creator spend to micro-creators under 50K followers, who convert at twice the rate.
- Launch a refill subscription at checkout to lift repeat purchase from 22% to 30%.
08Two columns
What we'll keep, and what we'll stop
Keep
- Weekly short-form demos
- Micro-creator partnerships
- Segmented email journeys
Stop
- Broad-match search keywords
- Flat fees for big creators
- Untargeted print inserts
09Comparison
Our two audiences need different messages
City commuters
- Ages 25–40, city centres
- Care about leak-proof design
- Reached on Instagram and podcasts
Gym regulars
- Ages 18–30, suburbs
- Care about size and cold retention
- Reached on short video and creators
10Table
Channel plan and budget for spring
Channel Budget Target Cost per sale Short video $84K 1.8M views $19 Paid search $52K 9,500 clicks $31 Creators $38K 42 posts $28 Email $12K 38% open rate $9 11Timeline
The campaign runs in four waves
- MarchTeaser videos and a waitlist ahead of the new colour drop.
- AprilLaunch day: creator unboxings, paid search and the email announcement.
- MayRefill subscription pushed across email and checkout.
- JuneWrap-up report, with learnings fed into the autumn plan.
12Process
How every piece of content gets made
- BriefOne audience, one message, one call to action.
- CreateThree variants shot in a single studio day.
- Test$500 per variant for 72 hours to find a winner.
- ScaleBudget moves to the winner inside a week.
13Composed
One content engine takes every idea from brief to results
- Brief: Audience, message and offer agreed (Content team)
- Shoot: Three variants in one studio day (Content team)
- Publish: Video, creators and email in sync (Channels)
- Boost: Paid budget behind the winner (Channels)
- Report: Revenue and cost per sale weekly (Content team)
Cadence
- Daily: posts and community replies
- Weekly: performance stand-up
- Monthly: budget reallocation
Workstream Owner Spring target 1 Short-form video Kai Nakamura 1.8M views 2 Creator programme Amara Osei 42 posts 3 Refill subscription Lucas Ferreira 30% repeat rate 4 Email journeys Sofia Marchetti 38% open rate How we'll run spring
- One owner each: Every channel has a named lead
- Live dashboard: Same numbers in every review
- Weekly shifts: Budget follows the results
Success looks like: $600K attributed revenue by June
14Image
The hero video that carries the launch
A 15-second demo of the bottle surviving a full commuter day: bag, bike and desk. One shoot gives us 24 cut-downs for every channel.
- Shot in a single studio day
- Three hooks tested before launch
Image: Reusable water bottle clipped to a cyclist's bag in morning city light
15Team
Who owns the spring campaign
- Sofia Marchetti, Chief Marketing Officer. Owns the campaign end to end.
- Kai Nakamura, Head of Content. Short-form video.
- Amara Osei, Partnerships Lead. Creator programme.
- Lucas Ferreira, Lifecycle Marketing Lead. Email and refill offer.
16Quote
Our customers are telling us what works
“I bought it after watching it survive someone's whole commute. That video sold me more than any ad.”
17Closing
Spring is about video and repeat buyers
Put the budget where clicks are cheapest, and give every buyer a reason to come back.
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Questions
Start from what last campaign delivered, then show where the money goes and what each channel is expected to return. This example puts last season's results and the channel split in front of the budget table.