Consider the following questions:

 What is the purpose of your campaign?

 Why are you communicating with your audience?
 Do you primarily want to provide information, to educate, to encourage the
audience to behave/act differently, or to encourage people to use a product
or service? Are you promoting a new start-up business or an existing
venture?
 What kinds of activities will support this purpose?
 What metrics will you use to evaluate the effectiveness of your campaign
once you are running it?