What Is a Campaign Plan?

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  • Written By: Marlene Garcia
  • Edited By: Daniel Lindley
  • Last Modified Date: 03 December 2019
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A campaign plan lists strategies for accomplishing a goal with details and deadlines for implementation. Political campaign plans might take years to outline necessary tasks to win an election. A marketing campaign plan typically denotes steps to bring awareness to a new or improved product. Military campaign plans usually provide a blueprint for a series of related combat maneuvers to reach certain objectives during wartime.

Political campaigns commonly involve a team of supporters and volunteers dedicated to the election of a particular candidate. The campaign plan typically identifies a target group of voters the candidate hopes to sway. Part of the plan usually includes research into election laws in the area, including filing deadlines, financial reporting requirements, and limits on campaign contributions, including in-kind donations.

Candidates commonly devise a campaign message or slogan as part of the plan. These typically consist of short, catchy phrases repeated often to persuade voters of the candidate’s credibility. The message usually illustrates how one candidate differs from opponents and appeals to emotions. At the same time, a candidate might select important issues that deserve primary focus in the campaign.

These guidelines commonly include steps to budget time and money before Election Day. Methods of contacting constituents, such as direct mail, paid advertising, media releases, and door-to-door contacts, typically appear in the plan. Recruiting volunteers to handle some of these duties is normally part of the strategy.


Research makes up part of the task of developing a campaign plan. Candidates usually look at demographics of voters in a certain district. They might explore issues important to constituents and voter attitudes toward the political process. Voter registration percentages and turnout might help candidates define goals.

Marketing campaign plans might involve research before implementation. The guide might identify effective language for advertising to grab consumer attention. Several strategies to increase sales might include offering free samples and devising nontraditional activities to bring awareness to a new or altered product or service.

A military campaign plan represents a guide to accomplish long-range goals while engaged in war. It outlines a mission and operations necessary to accomplish one or more objectives. Military strategic plans commonly include complex organizational structures and detailed steps involving several government agencies. These plans typically identify goals and list specific steps needed to meet them, such as chain of command issues, handling prisoners, and communication during each operation.


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