Campaign Kick Off Meeting Template

Related Templates

• Marketing Campaign Planning
• Content Planning Meeting
• Weekly Marketing Meeting

Marketing Campaign Kickoff Meeting

Kicking off a marketing campaign brings a team together to put everyone on the same page and get people’s imaginations working. Making a marketing campaign kickoff meeting agenda needs to balance the structure of a project meeting with points of inspiration for the creative team. Using a marketing campaign kickoff meeting agenda template can help achieve that balance while reducing the time it takes to build the agenda. The following is an example of what to include in an agenda for a marketing campaign kickoff meeting.

Campaign Identifier

Assigning an identifier to the campaign makes it easier to communicate. Use a client’s name or a product name and number. Place the identifier at the top of the agenda for quick reference.

Campaign Kickoff

Before jumping into the meeting, take a few minutes to discuss the marketing campaign kickoff meeting’s purpose. Is it to define the campaign and make assignments? What are the goals of the campaign? How will success be measured? The idea is to focus the group on what the meeting is to accomplish in less than five minutes.

Introductions

The project team may include people from outside the company. For example, it may include agencies in a company’s marketing campaign kickoff meeting. For an agency, the client may be present for the marketing campaign kickoff. Even if the team is from one company, not everyone on the team may know each other. Making introductions is the first order of business in a campaign kickoff meeting.

At a minimum, ask everyone to give their name and job responsibilities or title. The brief introductions should provide insight into each person’s expertise and start building a collaborative environment.

Campaign Synopsis

This overview includes the objective of the campaign. For example, the team may design the campaign to increase product sales or improve customer engagement. There may be specific requirements, such as creating collaterals or upping the number of posts or tweets. While it’s important to provide a context for the discussion, keep this overview brief. The team will discuss the campaign in more detail as the meeting progresses.

Campaign Process

Every project operates differently. Have the project manager (PM) review how the process works. Project managers do not need to talk about management methods, but they need to explain how they will create schedules and timelines. What the expectations are for staying on track and how to communicate deviations before they become delays.

For internal-only campaigns, the template should outline budget and cost controls. Mixed teams can cover the subject more generically, such as how delays can impact bottom lines. Outline how team members should communicate. Defining how communication happens is crucial if the campaign involves internal and external members. Will communication be direct, or will there be a single point of contact for the group?

Part of the process should include the frequency of team meetings and if status updates will be required, and at what intervals. Letting people know project-level time commitments makes for a smoother campaign process.

Campaign Goals

Campaign goals must be SMART goals. This isn’t about tactics; it’s about goals that are:

• Specific
• Measurable
• Attainable
• Realistic
• Timebound

As part of campaign management, precise goals should be created that are communicated to the team. This process is not telling the team how to accomplish the goals. For example, a goal might be increasing the top of funnel activity by 25% in six months. How that happens is part of the campaign team’s responsibilities.

Campaign Responsibilities

Individuals introduced themselves at the beginning of the meeting. They may have indicated what their typical job responsibilities were. That doesn’t mean project responsibilities are the same. There are also situational responsibilities. Be clear about who is responsible for what. Who is responsible for liaising among different subgroups? Who has the role of production coordinator? Who has final creative approval? The clearer the individual responsibilities, the smoother the campaign will flow.

Campaign Assignments

Initial assignments can be given. For example, brainstorming meetings could be scheduled. Developing possible tactics could be assigned with a scheduled presentation date set. Assignments should be made that will move the campaign development forward.

Meeting Summary

A lot of ground is covered in campaign kickoff meetings. Summarizing what was presented and discussed brings everything together before the meeting dissolves. In this review, include any context that might help move forward. Try to frame the campaign as a story that resonates with the team. In many ways, this summation is a rallying cry for the troops.

Close

After summarizing the meeting’s highlights:

1. Open the meeting for questions and answers.
2. Ask everyone to write down their questions, so if time runs out, you can collect the unanswered questions and include answers in the meeting notes.
3. Thank everyone for attending.