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.