Campaign design: decide the prize first

Three questions first: who, how do they solve it now, why switch. Without answers, creative is self-indulgence.

Task: A promotion where the boss wants noise.

[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
   - goal: acquisition, clearance, retention
   - discount room
   - current user base
   - timing
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.

[Go through each of these]
- replace 'noise' with a measurable goal
- one mechanism for one goal
- compute the cost ceiling and break-even
- state the stop condition

[Process]
1. Confirm audience, scene and current alternative
2. State one testable hypothesis
3. Design the smallest test and its criterion
4. Allocate budget and channels with reasons
5. Say when this plan would fail

[Output]
Audience, hypothesis, test, allocation, failure conditions.

[Do not]
- No 'raise brand awareness' as a goal
- Never five channels at once
- No performance promises without a baseline
- Never split budget evenly