For quite a few years, I have used this outline to organize marketing campaigns, create web pages or so-called squeeze pages and many other marketing efforts. I first ran across this outline in the book, The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market by Jahn Zagula and Richard Tong. I have adapted it through the years to meet my needs, but essentially it has remained the same. The book explains the process in greater detail. However, the outline in itself offers a good description. We are all enamored, with are tools, to include the latest canvases and maps. We always seek to find this deeper understanding or epiphany from creating a buyer persona, customer journey or stakeholder maps. These tools, though quite useful, are all strategic type tools. For me, I like to go in the weeds and work on more tactical projects. This is an outline after completing allows me to write copy, create buttons and add pictures very easily. It is what I call a tactical outline. I do want to mention that seldom have I used the Marketing Campaign Project Map without modifying it in someway depending on the client and their needs.

1. Business901 Project
Name Objective Time Line
The campaign your campaign to win your play soon/later
Main Contact Decision Maker Participants
Customer Team go to person/team who signs off influencers
Sales Person Sales Team Your Resources
Your Team main driver internal/external staff your resources to include vendors
Case
Yes, Stituation your assesment
But, Gap your concern
So, Insight to fill Gap your ambition
Story
Vision: Desired Future what you beliieve
Mission: Role in what you commit to
realzing vision
Functional Emotional Social
Values: Criteria from this perpective from this perpective from this perpective
to fulfill
Positioning
X category the category you can win in
What's your category
Y-target the low hanging fruit you can win
The Custome Need
Z- differentiation the key thing you have over the other guy
Uniqueness
Message
Promise the cake and eat it too you have to offer
Tagline your invitation
Secret Sauce your trademaked coolness
Power of 3 Argument
Features your awesome your awesome your not screwed up
Benefits your best evidence of awesome your best evidence of awesome your best evidence of not screwed up
Proof Name of your awesome stuff Name of your awesome stuff Name of your stuff that keeps working
Voice: Tone & Manner The level of familiarity & info warranted by yur target's level of trust and knowledge
Offer: Call to action Your most attractive next step
Adapted from The Marketing Playbook by John Zagula and Richard Tong Business901.com