Section 2 · i
Set your campaign goals
Before you write a single question, get clear on your goal. A strong campaign goal keeps your content focused and connects learning to real business outcomes. It also makes it much easier to measure success at the end.
The campaign goal framework
A strong campaign goal is made up of four connected elements. Work through them in any order. Together they give you a clear, measurable foundation for your campaign.
1. Target audience
Who are the learners on this campaign? Being specific here helps you tailor content to the right people.
Example: Frontline sales team across NSW and VIC retail stores
2. Desired end result
What business metric will tell you this campaign worked? Tie it to something measurable.
Formula: [Metric] will [increase/decrease] by [X%] by [date]
Example: Core product sales will increase by 15% by the end of Q3
3. Target behaviours
What do learners need to do differently to achieve that result? Focus on specific, observable actions.
- Highlight product benefits in customer conversations
- Use up-selling and cross-selling techniques
4. Knowledge, skills & understanding
What do learners need to know or develop to adopt those behaviours? Think practical and actionable.
- Understand the features and benefits of core products
- Develop confidence using cross-selling language
Use the goal statement template below to capture your campaign goal in one place. You can fill it in directly or copy it into a separate document.
Goal statement template
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