24 February 2021
Caroline Walker, Director of PR & Content

How to write a marketing campaign brief

How to write a marketing campaign brief

A campaign approach to marketing is an effective way of communicating consistently on one topic and ensuring you amplify the same message across all of your platforms to create the biggest impact. 

100-slide decks, hours of presentations from every member of the company or scribbles on a napkin, we’ve seen many different types of brief, but there are some key questions that we need to know in order to develop the right proposal for you.   

Whether your brief is for internal use, to brief an agency or to secure stakeholder approval, there are several things to include. It should answer the questions: who, what, where, why and when?

Detail the background
Outline the inspiration and objectives for the campaign. Give an assessment of the current landscape explore how your campaign responds to some of the market's current issues and what are competitors doing. If the brief is shared externally, give an overview of the organisation and product or service, including any company values. 

Key messages
Include the top two or three key messages, which should be included in all campaign communications. These may be taken directly from the core key messages outlined in your marketing strategy or are adapted to reflect current challenges and promotions. Either way, they should align with your strategy in order to build a familiar brand. 

Call to action
What do you want the campaign to get people to do? Your campaign should have a clear call to action, which drives your audience to book / buy, download or visit your website. 

What does success look like?
What measures are you going to use to deem your campaign a success? Are your KPIs reach, number of press mentions, engagement on social media or web traffic? Set goals and targets help you concentrate on the areas that really matter and evaluate whether the campaign has delivered. Post-campaign mop-up, these targets will also help you to plan future activity, helping you to allocate budgets and manage stakeholder expectations. 

Identify your platforms 
List the communications platforms you will use to rollout the campaign and use this to create a list of content and assets that need to be developed. For example, will you need to develop a downloadable guide or specific landing page together with any images, gifs or videos for social media.

Plot a timeline
For a truly integrated campaign, set deadlines for when campaign activity is expected to be ready. This ensures that all parties are aware when campaign assets are available and can launch their activity to coincide.

When engaging external support, many marketers are hesitant to share budget allocations, often for fear that they will be over-charged or recommended unnecessary services. However, budgets help consultants to create proposals that deliver the biggest return on investment and prioritise spend. When calculating a campaign budget, it is important to consider if you need specific assets created.  

Planning a marketing campaign but unsure where to start? Contact Caroline Walker on 01732 779 087 to discuss your next move. 


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