Campaign

Properties

Field Name	Schema.org Type / JSON Type	Description
@context	URL	Defines the vocabulary used (Schema.org).
@type	Text (Schema Type)	Specifies the main entity type (CommunicateAction for a campaign).
name	Text	The descriptive title of the marketing campaign.
description	Text	A summary of the campaign's goals, channels, and duration.
identifier	Text	A unique internal tracking code for the campaign.
campaignStatus	URL (Status Type)	The execution status of the action (e.g., ActiveActionStatus).
startDate	Date	The official start date of the campaign.
endDate	Date	The official end date of the campaign.
** customerJourneyStage**	Text	The customer journey stage (awareness, interest, etc)
agent	Organization	The entity responsible for conducting the campaign.
about	Product	The main product or service being promoted by the campaign.
about.name	Text	Name of the product being promoted.
about.brand	Brand	The brand identity of the product.
recipient	Audience	The specific group of people the campaign is trying to reach.
campaignMembership	CampaignMembership	The members of the campaign
numberOfCampaignMembers	Number	No

Example

{
    "@context": "https://schema.org",
    "@type": "Campaign",
    "name": "Spring 2026 'Renew & Refresh' Digital Campaign",
    "description": "A focused, multi-channel campaign (social, search, email) running for 8 weeks to promote the new line of eco-friendly home appliances and drive first-time buyer conversions.",
    "identifier": "SR2026-001",
    "actionStatus": "https://schema.org/ActiveActionStatus",
    "startDate": "2026-03-01",
    "endDate": "2026-04-30",
    "agent": {
        "@type": "Organization",
        "name": "GreenLife Appliances Inc.",
        "url": "https://www.greenlife.com",
        "logo": "https://www.google.com/search?q=https://www.greenlife.com/logo.svg"
    },
    "instrument": [
        {
            "@type": "DigitalDocument",
            "name": "Campaign Creative Brief",
            "encodingFormat": "application/pdf"
        },
        {
            "@type": "WebPage",
            "name": "Campaign Landing Page",
            "url": "https://www.google.com/search?q=https://www.greenlife.com/refresh-2026"
        }
    ],
    "about": {
        "@type": "Product",
        "name": "GreenLife Eco-Washer Model 5000",
        "brand": {
            "@type": "Brand",
            "name": "GreenLife Eco"
        },
        "category": "Home Appliances"
    },
    "recipient": {
        "@type": "Audience",
        "name": "Environmentally Conscious Homeowners",
        "geographicArea": "North America",
        "audienceType": "Adults (30-55) with household income > $75k",
        "knowsLanguage": "en"
    }
}

JSON Schema

{
  "$schema": "http://json-schema.org/draft-07/schema#",
  "title": "Marketing Campaign Schema (Schema.org CommunicateAction Model)",
  "type": "object",
  "description": "A JSON Schema definition for a marketing campaign, modeled after the Schema.org CommunicateAction type.",
  
  "properties": {
    "@context": {
      "type": "string",
      "description": "Defines the vocabulary used (must be 'https://schema.org')."
    },
    "@type": {
      "type": "string",
      "description": "Specifies the main entity type (must be 'CommunicateAction').",
      "enum": ["CommunicateAction"]
    },
    "name": {
      "type": "string",
      "description": "The descriptive title of the marketing campaign."
    },
    "description": {
      "type": "string",
      "description": "A summary of the campaign's goals, channels, and duration."
    },
    "identifier": {
      "type": "string",
      "description": "A unique internal tracking code for the campaign (e.g., 'SR2026-001')."
    },
    "actionStatus": {
      "type": "string",
      "description": "The execution status of the action (e.g., 'https://schema.org/ActiveActionStatus')."
    },
    "startDate": {
      "type": "string",
      "format": "date",
      "description": "The official start date of the campaign (YYYY-MM-DD)."
    },
    "endDate": {
      "type": "string",
      "format": "date",
      "description": "The official end date of the campaign (YYYY-MM-DD)."
    },
    
    "agent": {
      "$ref": "#/definitions/Organization",
      "description": "The organization responsible for running the campaign."
    },
    
    "about": {
      "$ref": "#/definitions/Product",
      "description": "The main product or service being promoted."
    },
    
    "recipient": {
      "$ref": "#/definitions/Audience",
      "description": "The specific group targeted by the campaign."
    },
    
    "instrument": {
      "type": "array",
      "description": "An array of specific assets and materials used to carry out the campaign (e.g., landing pages, creative briefs).",
      "items": { "$ref": "#/definitions/DigitalDocumentOrWebPage" }
    }
  },
  
  "required": ["@context", "@type", "name", "startDate", "endDate", "agent", "about", "recipient"],
  
  "definitions": {
    "Organization": {
      "type": "object",
      "description": "Schema for the Organization running the campaign.",
      "properties": {
        "@type": { "type": "string", "enum": ["Organization"] },
        "name": { "type": "string", "description": "Name of the organization." },
        "url": { "type": "string", "format": "url", "description": "Website of the organization." },
        "logo": { "type": "string", "format": "url", "description": "URL to the organization's logo." }
      },
      "required": ["@type", "name"]
    },
    "Product": {
      "type": "object",
      "description": "Schema for the Product being promoted.",
      "properties": {
        "@type": { "type": "string", "enum": ["Product"] },
        "name": { "type": "string", "description": "Name of the product." },
        "category": { "type": "string", "description": "The product's general category (e.g., 'Home Appliances')." },
        "brand": {
          "type": "object",
          "properties": {
            "@type": { "type": "string", "enum": ["Brand"] },
            "name": { "type": "string", "description": "The brand name." }
          },
          "required": ["@type", "name"]
        }
      },
      "required": ["@type", "name"]
    },
    "Audience": {
      "type": "object",
      "description": "Schema for the target Audience.",
      "properties": {
        "@type": { "type": "string", "enum": ["Audience"] },
        "name": { "type": "string", "description": "A descriptive label for the target audience segment." },
        "geographicArea": { "type": "string", "description": "The primary location/region the campaign is running in." },
        "audienceType": { "type": "string", "description": "Detailed demographic or psychographic breakdown." },
        "knowsLanguage": { "type": "string", "description": "The language the audience knows (ISO 639-1 code, e.g., 'en')." }
      },
      "required": ["@type", "name"]
    },
    "DigitalDocumentOrWebPage": {
      "type": "object",
      "description": "A campaign asset (e.g., brief, landing page).",
      "properties": {
        "@type": { "type": "string", "description": "Must be 'DigitalDocument' or 'WebPage'." },
        "name": { "type": "string", "description": "Name of the asset." },
        "url": { "type": "string", "format": "url", "description": "URL of the asset (required for WebPage)." },
        "encodingFormat": { "type": "string", "description": "File format (e.g., 'application/pdf' for DigitalDocument)." }
      },
      "required": ["@type", "name"]
    }
  }
}