# Digital Marketing Campaign and Portfolio Practice Pack | LSBUK (template)

Source: https://lsbuk.co.uk/resources/digital-marketing-campaign-and-portfolio

Illustrative practice material. Replace every example value with your own.

## Business problem

The specific result the business needs, in one sentence.

Your entry:

## Audience

Who you are trying to reach, what they need and where they spend time online.

Your entry:

## Offer

What you are asking the audience to do, and why it is worth doing.

Your entry:

## Channel hypothesis

Which channel you expect to work and why. Write it so it can be proved wrong.

Your entry:

## Budget GBP

The maximum you will spend in the test period.

Your entry:

## Tracking plan

What counts as a lead or sale, how each is recorded, and over what date range.

Your entry:

## Impressions

How many times the advert or post was shown.

Your entry:

## Clicks

How many times people clicked through. Clicks are not the same as website sessions.

Your entry:

## Spend GBP

What you actually spent.

Your entry:

## Leads

Enquiries or sign-ups that meet your definition. Button clicks are not leads.

Your entry:

## Sales

Purchases you can attribute to the campaign under your tracking plan.

Your entry:

## Revenue GBP

Revenue from those sales, before any costs.

Your entry:

## Limitations

What the numbers cannot tell you: sample size, attribution, seasonality, tracking gaps.

Your entry:

## Portfolio reflection

What you would change next time and why, in three or four sentences.

Your entry: