Write a marketing campaign brief

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Business Benefits

Achieve your marketing campaign goals.


Write an intro in which you include the campaign’s name, what it promotes, the timeline, the business opportunities, and goals you want to reach, and who must approve the brief.

List the suggested budget for the marketing campaign.

Describe the product or service that needs to be promoted by mentioning how it benefits the customer and listing its unique features.

Explain briefly how the campaign goals align with the company goals, and the tools and techniques you’ll use to attract the right audience.

For example, if one of the company goals is a 10% increase in revenue from new customers, and the marketing campaign goal is generating new leads, explain how many leads are necessary to reach the goal and how much of these leads could be reached during the campaign.

Describe the direct competitors, market characteristics that can influence the creative process, and the product’s commercial history to help the creative team understand your marketing campaign’s context.

For example, if you had a past campaign that damaged your brand image, explain what you did, what the public response was, and how it impacted your reputation and sales. Or, if one of your direct competitors had an inadequate campaign that cost the company significant resources, advise the creative team to avoid any similar strategies.

List the target audience, using your buyer persona(s) as a reference, and adding any insights that you have on how your existing customers use your product or service.

Inform the creative team about any primary and secondary audiences, if necessary.

List marketing channels to be covered and what you expect the audience to do during and after the campaign.

List the people involved, their responsibilities, and the campaign deliverables.

Link to the documents that provide brand guidelines, such as brand voice, core values, personality, mission statement, visuals, logo, and words and phrases that do or don’t align with your brand.

Establish how you’ll measure marketing efforts and campaign ROI by listing the key performance indicators you’ll use.