Get better campaign results by understanding the desired outcome and starting your planning process with a thorough audience analysis. It provides a solid foundation for your recommendations and opens up more opportunities to solve business problems for your client.
Don't forget to consider the 'appeal' when developing strategy. Appealing directly to the 20% of the client's audience that are pre-disposed to buy the product or service will make your campaigns more effective.
Don't jump to tactics until you have a thorough understanding of the audience and have decided on the best appeal/s. It will create a logic gap in your recommendations and the client will pick up on it immediately.
If possible, let social context determine the timings of your campaign. It can make the difference between speeding with the current downstream or fighting to paddle against it.