The document outlines the G.O.S.T. framework for developing a marketing campaign, which stands for Goals, Objectives, Strategies, and Tactics. It defines each component: goals are measurable aims, objectives are general means of achieving goals, strategies show how insights will achieve goals, and tactics are the specific actions executed. Sample goals include becoming king or raising sales. The framework provides a replicable process to plan a campaign from high-level goals down to individual tactics.

1. G.O.S.T
Goals
Outcomes
Strategies &
Tactics

2. Goals
• A goal:
– Is completely measurable
– Provides focus for the
campaign
– Is completely measurable

3. Sample Goals
• I want to:
– Become King!
– Increase my Facebook
likes to 1 million!
– Raise my sales volume
by 100%!
The once and future king

4. Objectives
• An objective:
– Less measurable
– The general means by
which you’ll achieve
your goal

5. Sample Objectives
• In order to achieve my
goal, I must:
– Take control of the
throne!
– Drive a lot of interested
traffic to my Facebook
page!
– Get people interested in
my product and
Someday this will be you
convince them to buy it!

7. We need a plan!
Quick – what do we know?

8. Observations and Insights
• An observation:
– Is a fact about the
campaign landscape
– Is often quantifiable
• An insight:
– Is how you intend to
utilize the observation
in a different way

9. Sample Observations and Insights
• I can see that:
– Kings control lots of tax
revenue and can raise large
armies
– They do this through
controlling local castles
• Therefore:
Let’s be honest: who doesn’t want to
– If I want to be King, I’m live in a castle?
going to need tax revenue
and to raise large armies
– A good way to bolster my
claim is to control castles!

10. Strategies
• Your strategy:
– Is replicable across a
variety of similar but
distinct tactical
situations
– Shows how you use
your insights to begin
achieving your goals

11. Sample Strategies
• Holy Moses, my insight
means:
– I need to take over lots of
castles!
– I need a unified editorial OK, maybe not this castle
calendar to drive interest
and engagement in my
page!
– I need my target
customers to see the
emotional and rational
reasons to buy my
product!

12. Tactics
• Tactics are:
– The ways in which you
will achieve your
strategy
– Somewhat different –
and focused - for each
strategic situation
– The actual things you
execute and “do”

13. Sample Tactics
• To take over this
specific castle we need
to:
– Attack that weak spot in
its walls with a catapult
and sappers!
– Choke off their single
point of supplies!
– Poison their two water
Siege tactics being employed
supplies! to take over Castle Facebook
circa 1285