Objective, Strategy, Tactic
Objective – What are you trying to achieve by executing this outreach campaign? Increase backlinks? Increase traffic? Increase brand awareness?
Strategy – Who is your target? What can you create to draw their attention? What content should you present so they will be more likely to link back to your site?
Tactic – What methods are you going to use? Direct email? Resource page backlink building? Skyscraper technique?