Campaign Brief Template

​​Campaign Brief Template

​​​🎯​ Decision Makers

​​Choose your framework (DACI/RACI, ARPA, etc.) and list who is responsible for decision-making. 
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​​Driver (campaign leader): 
​​Approver (has the final say on a given aspect of the campaign):  
​​Contributors (team who works on campaign execution): 
​​Informed (updated on the campaign progress because it might affect their own work):
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​​Overview

​​What are we doing?
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​​Alignment with Company Objectives

​​Every company has their own way of doing this: OKRs, OGSM, V2MOM, etc. What aspect(s) of the company objectives and goals does this campaign support?
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​​Audience

​​Who are we talking to?
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​​Objective(s)

​​What are we trying to achieve?
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​​Goal(s)

​​What metrics are we trying to influence, reach, or establish? How will we know we're successful?
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​​Key Messages

​​What themes, value proposition, or messages do we want to resonate with the audience as part of this campaign? 
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​​Tactics/Deliverables 

​​The execution part. Will there be a blog post? Emails? Social posts?
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​​Risks

​​Potential knock-on effects on other projects, customer impact, etc.
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​​Cross-team dependencies

​​Do we need help from other teams?
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​​Customer Support impact

​​Will this create support inquiries? Require documentation? 
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​​Analytics impact

​​How will we track the campaign effectively?
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​​Resources

​​Link to any other context or documents that can help people find what they’re looking for. 
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