# MARKETING CAMPAIGN BRIEF

> **Disclaimer — not legal advice.** This template is provided free of charge, as is and with no warranty of any kind, and using it creates no attorney-client relationship. It is jurisdiction-neutral: you are responsible for adapting it, for your own legal and tax compliance, and for having a qualified professional in your jurisdiction review it before you rely on it. Full terms: https://trycolo.co/terms-of-use

**Campaign name:** [CAMPAIGN NAME]  |  **Client / brand:** [BRAND]  |  **Version:** [v1, DATE]
**Campaign owner:** [NAME, ROLE]  |  **Final approver:** [NAME, ROLE]
**Agency / marketer:** [YOUR BUSINESS NAME]
**Campaign dates:** [START] to [END]  |  **Total budget:** [CURRENCY] [AMOUNT] (media [CURRENCY] [AMOUNT] + production and fees [CURRENCY] [AMOUNT])

## 1. Business objective

**The commercial result this campaign supports:** [e.g. sell [N] units of [PRODUCT] in the first 60 days / fill [N] seats at [EVENT] / add [N] qualified leads to the pipeline]
**Why now:** [TRIGGER — launch, season, competitor move, stock levels, event date]
**What has been tried before and what happened:** [PAST CAMPAIGNS AND RESULTS]

## 2. Audience and insight

| Question | Answer |
| --- | --- |
| Primary audience | [SPECIFIC SEGMENT] |
| Secondary audience | [SEGMENT / NONE] |
| What they do today | [CURRENT BEHAVIOR] |
| What we want them to do | [DESIRED BEHAVIOR] |
| What stops them | [BARRIER] |
| Where we can reach them | [CHANNELS, PLACES, MOMENTS] |

**Insight (a specific, true observation that explains the barrier):**
"[e.g. Busy clinic owners do not ignore new software because of price; they avoid it because they remember the last migration that cost them a week of bookings.]"

**Source of the insight:** [SALES CALLS, REVIEWS, SURVEY, SUPPORT TICKETS, RESEARCH]

## 3. Proposition

**The one thing the campaign says:** "[SINGLE-MINDED PROPOSITION]"
**Reasons to believe:** 1. [PROOF] 2. [PROOF] 3. [PROOF]
**Offer (if any):** [DISCOUNT, TRIAL, BONUS, DEADLINE]
**Tone:** [WORD], [WORD], [WORD]
**Call to action:** [EXACT WORDING] → [DESTINATION]

## 4. Channel mix and budget split

| Channel | Role in campaign | Budget | Flight dates | Owner |
| --- | --- | --- | --- | --- |
| [Paid social] | [Awareness / reach] | [CURRENCY] [AMOUNT] ([X]%) | [DATES] | [WHO] |
| [Paid search] | [Capture intent] | [CURRENCY] [AMOUNT] ([X]%) | [DATES] | [WHO] |
| [Email] | [Convert existing contacts] | [CURRENCY] [AMOUNT] ([X]%) | [SEND DATES] | [WHO] |
| [Retargeting] | [Follow up visitors] | [CURRENCY] [AMOUNT] ([X]%) | [DATES] | [WHO] |
| [PR / partnerships / events / organic social] | [ROLE] | [CURRENCY] [AMOUNT] ([X]%) | [DATES] | [WHO] |
| Contingency / testing | Reallocate to best performer | [CURRENCY] [AMOUNT] ([X]%) | From week [N] | [WHO] |

**Landing page or destination:** [URL] — ready by [DATE], owned by [WHO].

## 5. KPIs and measurement

| Measure | Type | Baseline | Target | Source |
| --- | --- | --- | --- | --- |
| [e.g. Sales of PRODUCT] | Primary | [N] | [N] | [STORE / CRM] |
| [e.g. Cost per acquisition] | Secondary | [CURRENCY] [N] | [CURRENCY] [N] | [ANALYTICS] |
| [e.g. Landing page conversion rate] | Secondary | [N]% | [N]% | [ANALYTICS] |
| [e.g. Reach in target segment] | Secondary | — | [N] | [PLATFORM] |

**Tracking setup (complete before launch):**
- [ ] Tracking links with campaign parameters for every channel
- [ ] Conversion events firing and tested on [PLATFORMS]
- [ ] Reporting dashboard or sheet at [LINK]
- [ ] Attribution approach agreed: [e.g. last non-direct click, with platform-reported results shown separately]

**Review points:** early check on [DATE], mid-campaign on [DATE], final readout on [DATE].

## 6. Assets needed

| Asset | Channel | Specs | Qty | Brief type | Owner | Due |
| --- | --- | --- | --- | --- | --- | --- |
| [Hero video] | [Paid social] | [9:16, 15 sec] | [N] | Video brief | [WHO] | [DATE] |
| [Static ads] | [Paid social] | [1080 x 1350] | [N] | Creative brief | [WHO] | [DATE] |
| [Search ads] | [Paid search] | [HEADLINES / DESCRIPTIONS] | [N] | Copy brief | [WHO] | [DATE] |
| [Emails] | [Email] | [TEMPLATE] | [N] | Copy brief | [WHO] | [DATE] |
| [Landing page] | [Web] | [SECTIONS] | 1 | Copy + design | [WHO] | [DATE] |

## 7. Mandatories and approvals

- **Brand guidelines:** [LINK]
- **Legal or compliance review:** [ ] Not needed  [ ] Needed for [ASSETS], allow [N] business days, by [NAME]
- **Claims we cannot make:** [LIST]
- **Approval steps:** [DRAFT] → [CAMPAIGN OWNER] → [LEGAL, IF NEEDED] → [FINAL APPROVER]. Each step returns one consolidated set of comments within [N] business days.

## 8. Dependencies and risks

| Dependency or risk | Impact | Owner | Plan |
| --- | --- | --- | --- |
| [e.g. product stock arrives late] | Campaign start delays | [WHO] | [PLAN] |
| [e.g. landing page not ready] | Paid media cannot launch | [WHO] | [PLAN] |
| [e.g. platform ad rejection] | Delays in one channel | [WHO] | Submit [N] days before flight |

## 9. Timeline

| Milestone | Date |
| --- | --- |
| Brief approved | [DATE] |
| Creative concepts | [DATE] |
| Assets final | [DATE] |
| Tracking tested | [DATE] |
| Launch | [DATE] |
| Final readout | [DATE] |

**Brief approved by:** ____________________  **Name:** [FINAL APPROVER]  **Date:** [DATE]

---

### How to use this template

1. Agree sections 1 and 2 before anyone discusses channels or ideas.
2. Write the insight in section 2 from real customer evidence, and name the source.
3. Tick every tracking item in section 5 before spend goes live.
4. Issue a creative or copy brief for each asset group in section 6.

*Template provided by Colo (trycolo.co). Not legal advice — review with a qualified professional in your jurisdiction.*