Campaign_brief
Fill this in before anything gets produced, then link it from the "Write the campaign brief" task. If a copywriter or a designer cannot start from this page alone, it is not finished yet.
The one-sentence promise
What this campaign says, in a sentence a stranger would repeat correctly.
Example: our benchmark data shows where cross-functional teams actually lose time, and what the good ones do differently.
Goal and the number that defines success
- Primary KPI: the one number
- Target: e.g. 400 qualified leads in the first 30 days
- Secondary diagnostics: landing page conversion rate, cost per qualified lead, webinar attendance
Everything that is not the primary KPI is a diagnostic. Diagnostics explain the result; they do not replace it.
Audience
- Who this is for: role, situation, what they are already trying to solve
- Who it is not for, and who to suppress: current customers, open deals, anyone who downloaded the last report
The offer
- Hero asset: the benchmark report
- Why someone gives you an email address for it: the specific thing they cannot get anywhere else
Messaging framework
| Value proposition | Proof point | Objection it has to survive |
|---|---|---|
Fill all three rows. Every asset in phase 2 gets written from this table, which is why it comes before the writing.
Channel mix and budget
| Channel | Role in the campaign | Budget | Target |
|---|---|---|---|
| Landing page | Convert | ||
| Reach the house list | |||
| Paid social | Reach new audiences | ||
| Blog and SEO | Earn the ungated traffic | ||
| Webinar | Convert the interested | ||
| PR and partners | Borrow other audiences | ||
| Sales | Follow up the good leads |
Total budget: e.g. USD 24,000
Dates
- Brief approved: date
- Creative locked: date
- Launch day: date
- Thirty-day review: date
Owners
One named person per function, not a team name. A team name is how a task ends up belonging to nobody.
- Campaign owner:
- Content:
- Design:
- Web:
- Paid media:
- Social:
- PR:
- Sales enablement:
- Data:
- Legal and brand:
What we are deliberately not doing
The most useful section in the brief, and the one everyone skips. Write down the channel you are not buying and the asset you are not making, so nobody quietly adds them in week three.