Campaign Architecture Planner — structure the campaign before you spend.
Most campaigns are a list of activities with a budget attached. This planner connects the parts — objective, audience, channels, phases, content — into one blueprint, so every euro and every piece of content can answer for the outcome it serves.
What it does.
The Campaign Architecture Planner turns a campaign brief into a connected structure. You work through six steps: the foundation — objective, dates, budget, and the one metric that defines success; the audience segments the campaign is built around; the channels, each with a role and a budget share that must total 100%; the rollout phases on a week-by-week timeline; the content each channel and phase demands; and a single review you can print and defend.
The discipline is in the connections. A channel without a role is noise. A budget that does not total 100% is not a plan. A content piece that belongs to no phase will be made late or not at all. The planner makes each of those gaps visible before the spend starts.
Inside the free edition.
- Interactive web tool — six guided steps from foundation to review, with a live budget allocation bar, phase timeline, and an auto-generated content matrix; nothing installed, nothing sent to a server.
- Dynamic Excel workbook — Foundation, Channels, and Content sheets with dropdowns and live formulas, feeding a dashboard automatically.
- Channel plan with role (awareness, consideration, conversion), budget share, and an allocation check that confirms the shares total 100%.
- Twelve-piece content plan with format, channel, phase, owner, due date, and status — the dashboard tracks production progress as pieces complete.
- Works in Microsoft Excel, Google Sheets, and LibreOffice Calc.
Free edition vs full planner.
| Free edition | With stomwerk scale | |
|---|---|---|
| Scope | Single campaign blueprint | Campaign portfolio on a shared messaging architecture |
| Channels | 7 in the web tool, 5 in the workbook | Full channel taxonomy mapped to content types and segments |
| Audience | Up to 4 segments (2 in the workbook) | Researched segments with message-to-segment mapping |
| Phasing | Up to 4 phases (3 in the workbook) | Week-by-week rollout design with channel assignment per phase |
| Facilitation | Self-serve | Facilitated planning session |
| Price | Free | Engagement |
Questions, answered.
What is campaign architecture?
Campaign architecture is the structural design of a marketing campaign: how the objective, budget, audience segments, channels, rollout phases, and content pieces connect, so every activity can be traced back to the outcome it serves. The planner walks through six steps — foundation, audience, channels, phases, content, review — and checks that channel budget shares total 100% before the plan counts as a plan.
Is the Campaign Architecture Planner really free?
It will be. The free edition launches without a sign-up wall once final release checks are complete. Until then, preview it here and register interest via the contact form — we will send it the moment it ships. The full instrument remains part of a stomwerk engagement.
Does the workbook work in Google Sheets and LibreOffice?
Yes. It uses standard formulas, dropdown validation, and conditional formatting that behave identically in Excel, Google Sheets, and LibreOffice Calc.
When should I plan a campaign this way?
Before any spend is committed — architecture is cheapest to fix while it is still a plan. Run it at the start of every campaign, when a brief arrives without a budget split, or when an existing campaign has grown activities nobody can trace back to the objective.