Marketing Campaign Brief Template
Mohamad Charafeddine — mohamadcharafeddine.com/en/resources/campaign-brief/
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── Marketing campaign brief ──

Campaign name: [ ]
Decision-maker: [ ]          Brief author: [ ]          Date: [ ]

1) Business problem
[What is happening in the business that calls for this campaign? Two or three sentences]

2) Objective and success measure
- Result needed: [ ]
- Number that means success: [ ]          Within: [ ]
- Source of the number: [ ]
- Supporting indicators (not success on their own): [ ]

3) Audience
- Who they are: [ ]
- Their need: [ ]
- What stops them today: [ ]
- What they already know about us: [ ]

4) Offer
- What we offer: [ ]          Price and terms: [ ]          Duration: [ ]

5) Channels
- Owned: [ ]
- Paid: [ ]
- Direct / partnerships: [ ]
- Why each channel: [ ]

6) Message
- The single idea: [ ]
- Supporting points and proof: [1] [2] [3]
- Tone: [ ]
- What to avoid: [ ]

7) Creative needs
| Asset | Size/length | Language | Versions | Producer | Due |
| [ ]   | [ ]         | [ ]      | [ ]      | [ ]      | [ ] |

8) Tracking
- Measurement tool: [ ]
- Tagged links: [ ]
- Source of offline orders: [ ]
- Who collects numbers and when: [ ]

9) Responsibilities
| Task | Responsible | Reviewer | Approver |
| [ ]  | [ ]         | [ ]      | [ ]      |

10) Dates and approvals
- First drafts due: [ ]
- Revision round: [ ]
- Final approval: [ ]          Approved by: [ ]
- Launch: [ ]          First review: [ ]          Campaign end: [ ]

Constraints and budget
- Total budget and initial split: [ ]
- Off-limits: [ ]
- Legal or platform requirements: [ ]

Brief approved by: [name / date]