Campaign planning

The most successful marketing campaigns are ones that reach you, stay with you and convince you to act. You may need to raise awareness of an issue, want to influence and change behaviours, or have an action you want your audience to take. Whatever the aim, Freshwater’s team of researchers, strategists and planners have the knowledge and experience to develop an effective marketing campaign strategy for you.


Developing a marketing campaign strategy

Our approach to developing a strategic marketing campaign plan takes into account your objectives, audience insight, budget and timeframe to create a campaign plan that is on brand and will deliver results.

We create a strategic architecture for each campaign based on the model that will best lead to success, applying behavioural science through frameworks such as EAST or MINDSPACE.


Campaign planning process

As part of the campaign planning process, Freshwater’s team of strategists and planners will work with you to carefully craft messages and use data and insight to identify the right mix of channels, tools and targeting techniques.

We put the audience at the centre, and use the experience and passion of our award-winning marketing and advertising team to develop evidence-based, integrated marketing campaign plans that will deliver the greatest return on investment.

Elli Media training

Creative campaign plans

Testing is a key part of our marketing campaign planning. We use our expertise to devise, test and refine campaign creatives and messaging to ensure the final campaign will resonate with the target audience and engage key stakeholders.

Working alongside dedicated content marketing specialists, we create concise calls to action and produce sharable, creative content that is adapted to each channel and will generate engagement.

improved rankings

Marketing campaigns with impact

We love what we do, and work hard to ensure our work delivers tangible results. We develop evaluation dashboards that give us the insight and data we need to optimise and enhance a marketing campaign as it rolls out.

With a wealth of public sector campaign experience, we regularly use the Government Communication Service’s Evaluation Framework 2.0, using the OASIS model to report on the Outputs, Outtakes and Outcomes achieved, to demonstrate and track success.

Different types of marketing campaign plans

We have a wealth of experience helping clients to devise and deliver successful marketing campaigns including:

  • Behaviour change campaigns
  • Awareness raising campaigns
  • Information campaigns
  • Political campaigns

No two clients are the same. We’ve helped everyone from artisan food producers through to major household names and government departments to develop marketing campaigns that meet objectives, and deliver results that matter.