011. Goal
Select a business outcome marketing can influence and define the period in which you will review it.
022. Audience
Identify the customer situation and triggering problem most relevant to the goal.
033. Message
Write the clearest useful explanation of the outcome, approach and reason to trust the offer.
044. Activity
Choose the smallest set of channels and actions that can carry the message to the audience.
055. Review
Set dates to review evidence, make decisions and document what you learned.
A plan becomes valuable when it changes decisions—not when it becomes a longer document.