What Scoping Does

Scoping is where you lock in the foundation of your campaign before you start building. You'll define what success looks like, who you're reaching, and which channels you'll use. Think of it as your campaign's blueprint—it keeps everything aligned and prevents scope creep later.

Why Scope First

Scoping upfront saves time. Once you've documented your objectives, channels, and audience, you won't second-guess decisions mid-campaign. Your client approves it. Your team knows what to execute. Everyone's on the same page.

How to Scope a Campaign

Step 1: Define Campaign Objectives

Start with the end goal. What does success mean for this campaign?

1. Click Objectives in the scoping panel
2. Enter your primary objective (e.g., "Generate 500 qualified leads" or "Increase brand awareness by 25%")
3. Add secondary objectives if relevant (e.g., "Build email list," "Drive trial signups")
4. Make objectives measurable—avoid vague goals like "boost engagement"

Step 2: Select Your Channels

Choose where you'll run this campaign. Your channel selection determines which tools and templates become available later.

1. Click Channels
2. Check the boxes for channels you'll use:
   • Social media (Facebook, Instagram, LinkedIn, etc.)
   • Email
   • Paid search
   • Display ads
   • SMS
   • Web/Landing pages
3. You can add or remove channels later, but picking them now helps Campaignly suggest relevant assets and workflows

Step 3: Define Your Target Audience

Be specific about who you're reaching.

1. Click Target Audience
2. Fill in key details:
   • Demographics (age, location, job title, income level, etc.)
   • Interests & behaviors (what they care about, how they shop, online habits)
   • Pain points (what problems you're solving for them)
   • Audience size estimate (rough number of people you're targeting)
3. Save your audience profile—you'll reference it when writing copy and designing creatives

Important Notes

You can edit scope anytime. Scoping isn't locked. If objectives shift or you discover a new channel opportunity mid-campaign, update your scope. Just be aware that major changes might affect your timeline or budget.

Match channels to your audience. If your audience is B2B decision-makers, LinkedIn makes sense. If you're reaching Gen Z, TikTok might be better than Facebook. Choose channels where your audience actually is.

Be realistic about scope. A campaign across 8 channels with 5 objectives needs more resources than a single-channel push. Scope honestly so your estimates and deadlines are achievable.

Document assumptions. If you're targeting "small business owners in the northeast," note it. Future team members (or you in 3 months) will thank you.

Once you've finished scoping, you're ready to move into planning and building campaign assets.