Template preview · Consumer services
Campaign brief
Give a campaign team a shared outcome, audience, message, and guardrails.
A campaign brief for a bounded fictional promotion.
Sample purpose
Give a campaign team a shared outcome, audience, message, and guardrails.
Audience: Campaign manager, Copywriter- Structure
- 4 sections
- Criteria
- 12
- Sources
- 7
- Watches
- 3
- Default approach
- Review first
Set the purpose first. Then change every section, criterion, and agent setting before anything runs.
Fictional sample
Structure and criteria
Sample content shows the shape of a useful document. Copying it is optional.
01 Review firstCampaign objective
For this campaign brief, defines one outcome, audience, and timeframe.
Criteria
- One outcome, bookings, with a number and decision rule: success, midpoint review and stop thresholds.
- States the baseline, such as a prior family event, so 140 can be judged realistic.
- Names the dates and capacity limits of the weekend.
Sources
- IMLS museum data files imls.govMuseum attendance benchmarks.
- Fieldlight past events (fictional) api.fieldlight-museum.exampleBooking counts for earlier family events.
Sample content
- Family-weekend bookings
- Target 140
- Annual membership discount
- None
- Campaign window
- Nov 7–8, 2026
02 Review firstAudience and message
For this campaign brief, states audience need and a supported message.
Criteria
- Audience has an observable trait such as prior visitors or a travel radius, not only families.
- Each message claim traces to a family need seen in booking drop-off or interviews.
- Lists exclusions, such as no implied membership discount.
Sources
- US Census American Community Survey census.govFamily household counts for the target postcodes.
- Fieldlight family interviews (fictional) api.fieldlight-museum.exampleWhat families ask before booking.
Watches
- Follows Campaign objective
Sample content
Fieldlight Museum invites local families to a hands-on exhibit weekend. Core message: reserve a timed family visit and explore the new studio together; do not imply annual membership is discounted.
03 ManualDeliverables and guardrails
For this campaign brief, assigns assets, owner, approvals, and exclusions.
Criteria
- Every deliverable has one owner, a due date and a named approver.
- Each guardrail cites its reason: a legal rule or brand policy, such as children’s privacy or no discount wording.
- Names what blocks launch, such as an unfinished accessibility check.
Sources
- FTC children’s privacy guidance ftc.govRules for child images and data on the booking page.
- WCAG 2.1 quick reference w3.orgAccessibility checks for the booking flow.
Watches
- Follows Audience and message
Sample content
- ☐ June approves exhibit photos and accessibility details
- ☐ No child image is used without guardian consent
- ☐ Booking page confirms age range and session length
04 Review firstLaunch measurement
For this campaign brief, tracks response against target and review window.
Criteria
- Each signal maps to the system that produces it, such as the booking platform count.
- The midpoint trigger has a date, an owner and the action it causes.
- States how email impact is judged, such as recipients against non-recipients.
Sources
- Fieldlight booking analytics (fictional) api.fieldlight-museum.exampleDaily completed bookings by source.
Watches
- Follows Deliverables and guardrails
Sample content
Deliverable Owner Due Signal Family event page June Oct 16 Completed bookings Member email Noor Oct 19 Qualified booking clicks