SOP-MKT-001: Campaign Launch Process

Document owner: Marketing Operations Manager
Effective date: [YYYY-MM-DD]
Review cycle: Quarterly
Version: 1.0

1. Purpose

This SOP defines how marketing campaigns move from request intake through approval, launch, reporting, and follow-up.

2. Scope

Applies to email campaigns, landing pages, paid promotions, webinars, and other campaigns that require cross-functional review.

Does not apply to one-off social posts that do not require budget, design, legal, or sales input.

3. Roles and responsibilities

4. Prerequisites

• Completed campaign brief
• Target audience and success metric
• Approved budget or channel allocation
• Creative, copy, and tracking links
• Launch date and reporting owner

5. Procedure

1. Open a campaign request in [system of record].
2. Confirm the goal, target audience, deadline, channel, and required assets.
3. Assign owners for copy, design, operations, review, and reporting.
4. Draft campaign assets using the approved brief and brand guidelines.
5. Route copy, creative, budget, and compliance items for review.
6. Resolve review comments and capture final approvals in the campaign record.
7. Complete the launch checklist, including links, tracking, audience filters, and suppression rules.
8. Launch the campaign or schedule it for the approved time.
9. Monitor the first 24 hours for delivery issues, broken links, or customer-facing errors.
10. Report performance against the agreed success metric.

6. Quality checks

• Campaign brief is complete
• Audience and exclusions are confirmed
• Tracking links and UTMs are tested
• Final copy and creative are approved
• Launch timing and owner are documented
• Reporting owner and due date are assigned

7. Exceptions and escalation

If the launch date is at risk, notify the campaign owner and marketing operations manager with the blocker, impact, and proposed next action.

8. Revision history