Capability standard · Marketing
Campaign Planning
v1.0Deciding who a campaign is for, what it says and how you will know it worked.
Deciding who a campaign is for, what it says, how it is bought and how success will be judged.
Reference CAP-MKT-002
What each level asks of you
A verifier marks against these descriptors. Level 1 is free and self-directed; Levels 2 and 3 use credits and a human verifier.
L1
You can write a campaign objective with an audience and a measure attached.
L2
You plan a campaign end to end — audience, message, channel mix, budget and measurement — and then run it.
L3
You plan across a portfolio, with the budget trade-offs between campaigns and the forecast behind them.
What counts as evidence at L2
A campaign plan and its results measured against the target you set.
Evidence has to be work you did. It is attached to the request and read by the verifier — it is never published.
Role models that ask for this capability
Marketing Analyst
Desirable for the role
L1 LarvaMarketing Executive
Essential to the role
L1 LarvaPerformance Marketing Executive
Desirable for the role
L1 LarvaStandard due for review 2027-06-30. Levels are issued against the version current on the day they are earned.