Marketing campaign launch SOP template

Purpose

Launch every marketing campaign the same way: a clear goal agreed before work starts, assets that are checked and approved, tracking that works from the first hour, and a written review at the end. This procedure exists so a launch does not depend on one person remembering every step, and nothing goes live with a broken link or an offer nobody signed off.

Scope

Covers campaigns run by [company name] across email, social, paid ads, landing pages and events: product or service launches, seasonal promotions, webinars and announcements. Individual blog posts and newsletters follow the content publishing SOP. Each paid ad platform’s own setup steps belong in that platform’s SOP; this one covers the launch around them.

Roles and responsibilities

Before you start

• Access to [project tool], [email platform], [ad accounts], [CMS] and [analytics]
• The campaign brief template and the campaign log, kept at [link]
• Brand guidelines and the current offer terms
• The tracking convention your team uses for links (for example, UTM parameters)

Procedure

1. Write the brief. Campaign manager writes a one-page brief: goal and how it will be measured, audience, offer or message, channels, budget, launch and end dates, owner and approver. Agree it at least [4 weeks] before launch for a large campaign, [2 weeks] for a small one.
2. Approve the brief. Approver signs off the brief in writing, or returns it with specific changes, within 2 business days. Nothing is built before the brief is approved.
3. Plan the timeline. Campaign manager lists every asset and channel in [project tool], with an owner and due date for each, working back from the launch date. Build in time for review and fixes.
4. Build the assets. Designer and writer produce emails, landing pages, ads, social posts and any sales materials to the brief and brand guidelines. Every claim, price and date matches the approved offer.
5. Review and approve the assets. Campaign manager checks each asset against the brief, then the approver gives final approval, within 2 business days. Anything that names a customer, partner or result needs their written permission first.
6. Set up tracking. Channel owners tag every link with the tracking convention, confirm conversions are recorded in [analytics], and note where results will be read.
7. Run the pre-launch check. Campaign manager works through the checklist below at least [2 business days] before launch:
   • Every link opens the right page
   • Forms submit and reach the right inbox or CRM
   • Pages and emails display correctly on desktop and phone
   • Send a test email to the team and click through it
   • Audience lists and ad targeting match the brief
   • Budget caps and end dates are set in each ad account
8. Brief the people who will hear about it. Sales or support lead confirms their team knows the offer, the dates and who to ask, and has any replies or FAQs they need.
9. Go live. Channel owners launch or schedule each channel on the agreed date. Campaign manager confirms each one is live and working within the first hour.
10. Monitor. Campaign manager checks early results and spend daily for the first [3 days], fixes anything broken, and tells the approver of any change to budget, targeting or message.
11. Close and review. When the campaign ends, campaign manager turns off any paid channels, takes down or updates expired offers, and writes a short review in the campaign log within [1 week]: results against the goal, what worked, what to change next time.

Checklist

• Brief written and approved in writing
• Every asset has an owner and due date
• Assets checked against the brief and approved
• Permissions on file for any customer or partner named
• Links tagged and conversions tracked
• Pre-launch check done on desktop and phone
• Sales or support briefed
• Each channel confirmed live
• Paid channels and expired offers turned off at the end
• Review written in the campaign log

Exceptions and escalation

• Short-notice campaign: Approver can approve the brief and assets in a single review, but the pre-launch check and tracking setup are never skipped.
• Problem found after launch: Pause the affected channel, fix it, tell the approver, and note it in the campaign log. If customers saw a wrong price or offer, agree with the approver how to correct it.
• Spend running ahead of budget: Channel owner pauses or caps the spend and tells the campaign manager the same day.
• Change to the offer mid-campaign: Treat it as a new approval: update the brief, get sign-off, and update every asset and the sales or support team.

Records to keep

• Brief, approvals and timeline in [project tool]
• Final assets in [shared drive > Campaigns > campaign name]
• Customer and partner permissions in [shared drive > Permissions]
• Results and the review in the campaign log

Review

The marketing lead reviews this SOP every 6 months, and whenever a channel, tool or the team changes. Read the last few campaign reviews and add any check that would have caught a problem before launch.