The Background

Set the scene; why are you running this campaign? Why is your message relevant now? Do you have any research to justify this campaign? Drop all of that into this section as it will be a great reference point further down the line.

 

Your Objectives

What do you hope to achieve from this campaign? Aim for the magic number - 3 objectives! Are you raising brand awareness? Do you want to generate a number of leads? Do you want to activate lapsed clients? This will be your reference point - if at any time you get lost throughout the campaign you can come back to these objectives to align yourself and the team.

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Your Audience

How targeted will your campaign be? Will you be segmenting via demographics and geographical data or will it span across your entire database? Top tip from me - the more targeted your audience is, the more successful it's likely to be as your message will personalised to their needs, their location, their industry and any other data you wish to segment by.

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Your Competition

Not necessary but it's always good to keep an eye on what your competition are up to in terms of their messaging, design and reaction within the marketplace. Once you have that information, go one better!

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Your Collateral

This is where we define the message and finalise the materials required to support this campaign. What tools do your sales team need to make this campaign a success? Factor in every channel you can think of - this includes PPC, social media, landing pages, videos and any print/digital leaflets that need to be created. This level of organisation will make the execution much easier, I promise you.

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The Success

How will you monitor the success of this campaign? Refer back to your objectives and make sure your success criteria is aligned to this.

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Budget

The sticking point for so many marketing departments. Your budget can only be determined at the end once you know what will be required and whether you need to outsource any of the work required. If it's possible it might be worth calculating the ROI but sometimes we can't do that until we evaluate the campaign at the end.

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Collaboration is key to any briefing process, it helps align the teams and some of the best ideas come when you're in conversation with your colleagues.

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These are just a few pointers from me but if you ever want to talk through campaign briefs, access our FREE briefing template, and basically just be a sounding board for you then get in touch. We're more than happy to bounce ideas around with you.