Give your next campaign a clear brief.
Ten decisions, one place. Fill in what you know, mark what is missing, and keep the brief with the work.
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Keep each answer short enough for a colleague to use. This page does not save entries after it is closed. Download a copy before leaving.
What is happening in the business that this campaign should address?
What result will you review, against which baseline, and when?
Who needs this offer, and what is happening when they need it?
Include the price or quotation route, dates, availability and exclusions.
What can you substantiate with real details, photos or records?
Write the one thing a customer should understand.
Where will the message appear and where will the customer land?
State one clear action and the details the customer must provide.
Set a spending cap, available working time and responsible person.
What will you record, and what decision will that evidence inform?