Campaign Planning Brief

CAMPAIGN BRIEF — [Campaign Name]

OWNER: [Your Name]
DATES: [Start Date] to [End Date]
BUDGET: [Amount]

1. WHAT SUCCESS LOOKS LIKE
Primary measure: [Number] [leads / bookings / sales]
Secondary measures: [list]
Break-even point: [Number] sales at [Price]

2. WHO WE'RE TALKING TO
Audience: [Target Customer]
Where they'll see this: [channels]
What they currently believe: [starting point]
What we want them to believe: [ending point]

3. THE OFFER
What we're promoting: [Offer]
Price: [Price]
Why now: [genuine timing reason]
Deadline or limit: [if any, and it must be real]

4. THE MESSAGE
Headline idea: [line]
Supporting point 1: [line]
Supporting point 2: [line]
Call to action: [Call to Action]

5. THE ASSETS NEEDED
- [Asset] — owner: [name] — due: [Date]
- [Asset] — owner: [name] — due: [Date]
- [Asset] — owner: [name] — due: [Date]

6. THE SCHEDULE
[Date] — [what goes out where]
[Date] — [what goes out where]
[Date] — [what goes out where]
[Date] — final reminder
[Date] — campaign ends

7. WHAT COULD GO WRONG
Risk: [risk] → Plan: [mitigation]
Risk: [risk] → Plan: [mitigation]

8. AFTER IT ENDS
Review date: [Date]
Questions to answer: What worked? What was wasted? Would we run it again?