Ask yourself at the beginning: what do you think this campaign will achieve? Start your process by writing out your hypothesis, as well as stating who your target market is. For instance, if you want to increase customer engagement on your Twitter account, start releasing interactive posts like poll questions. You’ll know you’ll have succeeded if your follower count grows by X amount or jumps to Y number of impressions.

Like the universal New Year’s resolution of ‘get in shape,’ you need to set goals that are more measurable. With metrics, you’ll be able to tell exactly when you’ve achieved success, rather than the nebulous feeling of achievement. Does success look like 500 new customers or 1,200 webinar sign-ups? The sky can be the limit, as long as there’s a number attached.

Before you start, determine how much money is available and stick to that number. Based on your hypothesis, prioritize which activities you and your team feel would make the most impact to reach your goal. Assign a portion of the pie to each activity and write out the exact use for the money, like spend $10k on revamping your website’s illustrations by hiring a design contractor.

Roll out the timeline of the campaign before your team gets started. Let’s say you have two months to launch a new organizational feature before the end of the quarter. Will that interfere with another launch that’s scheduled at the same time? By looking ahead and breaking the work down into shippable pieces, your team knows exactly what’s expected and when.

This section covers the specifics of your campaign and the range of categories your team will consider on the road to proving your hypothesis correct. Each task needs an owner and a start date to make sure nothing slips between the cracks. Stay updated with the status column to see what’s completed, what’s in progress, and what’s yet to be started.