💬 SOCIAL MEDIA CAMPAIGN PLAN BRIEF 💬

Updated August 2020

How To Use:
1. File >> Copy (do not request edit access) 📑
2. Swap the logo and delete the example version ✍️
3. Personalize for your short-term campaign or program ✅
4. Share with your team to get everyone on the same page 👍
5. Email with us questions or feedback: humans @ wearesculpt.com

CONTEXT | essential background to setup the campaign

What important information should set up this campaign for success?
Key messages, a mission statement, or key dates.
Two examples below:

⚡️CORE PROBLEM WE’RE SOLVING ⚡️KEY CAMPAIGN MESSAGES

Most campaigns start with a business - Message #1 to reinforce
problem you’re solving through marketing. - Message #2 to reinforce
Describe it here.

GOAL | what do you need to achieve & how is it measured

PRIMARY STRATEGIC OBJECTIVE SECONDARY STRATEGIC OBJECTIVE
- SMART company goal that your - SMART company goal that your
social media goal will ladder to social media goal will ladder to

SOCIAL MEDIA TACTICAL GOAL #1 SOCIAL MEDIA TACTICAL GOAL #2

- What will happen by when? - What will happen by when?

AUDIENCE | who do we need to reach to hit our goals

PRIMARY AUDIENCE #1 SECONDARY AUDIENCE #2
Describe who they are or link to personas Describe who they are or link to personas

THEIR PAIN POINTS WE SOLVE THEIR PAIN POINTS WE SOLVE

THEIR OBJECTIVES AND HOW WE THEIR OBJECTIVES AND HOW WE
OVERCOME THEM OVERCOME THEM
- -

THE STRATEGY | a statement to frame your campaign’s big idea

● A GET / TO / BY statement will summarize the who, what, and how together
● Get [target audience] / To [do the desired response] / By [doing, showing, or
saying something—your message or action]

SOCIAL MEDIA CHANNELS | what are our required channels

PRIMARY CHANNELS SECONDARY CHANNELS (OPTIONAL)
1.
2.
3.

CHANNEL EXAMPLE - DESCRIPTION OF THE ROLE IT PLAYS

- What role will it play
- How will it be used

CHANNEL EXAMPLE - DESCRIPTION OF THE ROLE IT PLAYS

- What role will it play
- How will it be used

CONTENT PILLARS | what are the types of content we will share

1. Content Theme Name Overview: What is it?

How will we bring it to life?

2. Content Theme Name Continue adding these below ⬇️

PUBLISHING SCHEDULE | what we’re posting, where, & how often

CALENDAR 📅 Post a link to an external content calendar here (optional)

CHANNEL 📣 Which content themes or Frequency: Timing:

 NAME messages are you posting? X posts / month Days of week/mo

CHANNEL 📣 Continue adding below ⬇️ Frequency: Timing:

NAME X posts / month Days of week/mo

COMMUNITY MANAGEMENT | activities to engage & grow the audience

⚡️Activities to engage our audience X activities / month
CHANNEL
NAME ⚡️Activities to grow our audience X activities / month

PAID MEDIA | campaigns to amplify reach and drive action

💰Description of campaigns planned $ spend / month
CHANNEL
NAME 💰Description of campaigns planned $ spend / month

ROLLOUT SCHEDULE | projected timeline & milestones

DATE Key step Description of planning or production activities

DATE Key step Description of planning or production activities

EXAMPLE BRIEF BELOW 👇

--------------------------------------------------------------------------------------------------------------
 BACKGROUND | about you or the campaign
The leading resource on B2B social media
We believe it takes Hustle & Heart to grow faster ⚡️

⚡️UNIQUE ADVANTAGE / DIFFERENCE ⚡️CORE FOCUS

- We care about brand & biz growth Helping B2Bs drive repeat revenue with
- We’re flexible & agile social media marketing.

GOAL | what does social need to achieve & how is it measured

DRIVE & NURTURE LEADS (20%) DRIVE AFFINITY & AWARENESS (80%)
Supporting the sales process by engaging Expanding the number of positive
and surfacing new leads and prospects. experiences with people that know, like,
and refer us.

MEASURED BY MEASURED BY
- Measured by 10 guide downloads (MQLs) - 10% growth in visits/mo to site (3mo avg)
and 1 discovery call (SQL) by 12/31/19 - 50% growth in comments per post (3mo)
- 50 monthly Instagram follows (3mo avg)

AUDIENCE | who do we want to reach

PROSPECTS & CUSTOMERS (PAID)
People that hire us
-CEO/COO of B2B SMB (persona A)
-Marketing Lead at B2B SMB (persona B)
COMPANY ADVOCATES (ORGANIC)
People that know, like, and refer us
-Team members (past and present)
-Community partners regionally
-Peer agencies and service providers

THEIR HUMAN PROBLEMS THEIR HUMAN PROBLEMS

Generating more revenue while… Advancing in their careers while…
Focusing on the things that matter Getting more done with less time

THE STRATEGY | a statement to frame your campaign or big idea

● Get resource-strapped B2B marketing leaders to see that they can generate
more revenue with social media by being the best practices case study for B2B
social (hustle) — and showing BTS how it's made (heart).
 CHANNELS | what are our required channels
PROSPECTS & CUSTOMER CHANNELS COMPANY ADVOCATES
- Entertain and delight - Entertain and delight
- Show behind the scenes - Show behind the scenes
- Answer hard, interesting questions - Answer hard, interesting questions

PRIMARY CHANNELS - ROLE IT PLAYS

Facebook: Spark fun conversation (ask questions), show BTS, celebrate wins
(milestones), drive traffic to blog, convert leads (retargeting)
LinkedIn - Page: Traffic to blog and celebrate wins
LinkedIn - Personal / Leaders: Build relationships, inspire action with information
Instagram Feed: Show BTS, inspire action with information
Instagram Stories: Show BTS, celebrate wins, inspire action with information, spark fun
conversation (ask questions)

SECONDARY CHANNELS - ROLE IT PLAYS

Twitter: Traffic to blog, build relationships, answer questions
Youtube: Traffic to blog, inspire action with information
TikTok: Just post dogs

CONTENT PILLARS | what are the types of content we will share

2. Conversation Starters 😊 Overview:
Engage audience in fun, interesting conversations
on-platform without driving traffic to external sites.

Detail:
Posting interesting Qs with poll features

3. Lead Nurturing 📈 Overview:

Videos and articles that answer consideration-level
questions further down the funnel.

Detail:
Retargeting ‘how we work’ videos
 PUBLISHING SCHEDULE | what we’re posting where & how often
Facebook 📣Spark fun conversation, show BTS, celebrate 10 posts / month
wins, traffic to blog, convert leads

IG Stories Show BTS, celebrate wins 24 stories / month

Youtube Traffic to blog, inspire action with information 2 videos / month

Blog Inspire action with information, convert leads 2 / month

COMMUNITY MANAGEMENT | activities to engage & grow the audience

⚡️Comment replies 20 comments / month
IG FEED &
STORIES ⚡️Proactive DMs 20 DMs / month

PAID MEDIA | campaigns to amplify reach and drive action

💰Retargeting videos to 30-day visitors $1000 / mo
FACEBOOK
💰New blog post traffic generation $500 / month

ROLLOUT SCHEDULE | projected timeline & milestones

11/30/2019 Approve plan Present to CMO and review assets

1/5/2020 Launch on YT Launch video series episode #1 on YouTube

5/25/2020 Review Q1 Review Q1 and Q2 performance