# Innovation campaign plan · [Bet name] · [Quarter] **Objective:** [The decision or behavior this campaign must produce, and by when] **Decision needed:** [Forum, date, decision maker] **Urgency in their words:** [The corporate goal or threat, quoted from the strategy memo, with source] ## Guiding coalition | Member | Function | Role in the campaign | Commitment asked | |---|---|---|---| | [Executive champion] | | Sponsor; opens doors | Attend gates; recruit one peer | | | | | | ## Audiences and messages (from the stakeholder map) | Audience segment | Their problem | The evidence for them | The ask | Messenger | |---|---|---|---|---| | | | | | | ## Volunteer army [Who inside or outside the company wants this to win, and what each will do: run a demo, staff a pilot, tell a story.] ## Short-term wins (dated, each a piece of evidence) | Date | Win | Evidence it produces | Before which decision | |---|---|---|---| | | | | | ## Channels and moments | Moment | Date | Audience | What we show | |---|---|---|---| | Executive staff meeting | | | | | QBR or business review | | | | | All-hands demo | | | | | Customer advisory board | | | | ## Barriers and policy exceptions requested | Barrier | Policy behind it | Exception proposed (who, how long, guardrail, end condition) | Owner | Status | |---|---|---|---|---| ## Objections log | Date | Objection | From | Response: evidence or plan change | Resolved? | |---|---|---|---|---| ## Measures of support [Stance changes on the stakeholder map; exceptions granted; pilots staffed by volunteers; decision outcome.]