Campaign brief template
Marketing plays a vital role in communicating a business's offerings to consumers. It has numerous tools and approaches to help businesses reach their goals, and new ones are being invented constantly. One of them is a campaign brief that helps companies to establish a connection with their target audience.
By crafting a campaign brief, companies ensure that their communication and advertising materials effectively resonate with potential customers. As a rule, it provides detailed information about a specific campaign's goals, target audience, messaging, creative concepts, media channels, budget, timeline, and other tactical elements.
Having a clear understanding of what a campaign briefing entails and what elements to include is key to delivering a compelling marketing campaign. A campaign brief template is a shortcut with a guarantee that no point will be missed among the unstoppable stream of information.
In this article, we will explore the concept of a campaign briefing, highlight essential components to include, and provide guidance on writing one effectively using the xTiles Campaign Brief Template. We also offer you a campaign brief example to show you what you can get using the template.
What is a campaign brief?
A campaign brief serves as a foundational document that establishes your marketing campaign's fundamental guidelines and objectives. Whether your company uses email marketing, telemarketing, or advertisements, the campaign brief outlines what you aim to achieve through these efforts.
The document’s significance extends beyond in-house campaigns, as it plays a crucial role when collaborating with agencies or other third parties. By clearly communicating your objectives, a campaign brief empowers companies to align their expectations and ensure everyone involved understands the desired outcomes.
This comprehensive document covers various aspects of the campaign, including identifying the target audience, specifying the desired audience actions, and determining the project budget. By addressing these key elements, the campaign brief ensures that all contributors involved have a shared understanding of its purpose and can collectively work towards achieving the defined goals.
Why do companies need campaign briefs?
Crafting an effective campaign brief is crucial for establishing the purpose and scope of any marketing campaign in accordance with the available resources and capacities of the company and/or team. These briefs serve several important functions, including:
1. Providing key product information
Campaign briefings communicate essential product information to creative teams, enabling them to gain a better understanding of company expectations. This information empowers the creative team to develop relevant and impactful marketing materials that will be in alignment with the initial idea.
2. Setting clear campaign goals
The opportunity to clearly explain works in both directions. By outlining campaign objectives and desired outcomes, briefings help companies set clear goals. This clarity ensures that everyone involved in the campaign understands the intended direction and can work towards achieving the defined objectives.
3. Aligning with a brand image
Campaign briefings ensure the planned campaigns align with the established brand image and messaging. This alignment helps maintain brand consistency throughout the whole campaign/project and reinforces the desired brand perception among the target audience.
4. Decreasing approval time
With a comprehensive briefing, the decision-making and approval processes become more efficient. Stakeholders can review the campaign details, provide feedback, and make informed decisions more swiftly, reducing project approval time.
5. Establishing evaluation measures
Effective campaign briefings include measures to evaluate the success of the campaign. That allows companies to track key performance indicators, monitor the campaign's impact, and make data-driven adjustments to optimize results.
6. Creating a streamlined overview
Campaign briefings provide a concise and organized overview of the intended campaign. That allows stakeholders to grasp the campaign's strategy, target audience, messaging, channels, and budget at a glance, facilitating effective communication and coordination among teams.
What aspects to consider when crafting a campaign brief when you’re a client?
An effective campaign brief encompasses key elements that provide a clear outline of a marketing campaign. As with any other concise document, a campaign brief needs thorough consideration. Otherwise, its content might not be fully representative.
Here are the essential components to discuss before you start crafting the document:
1. Target audience
Clearly define the intended audience, providing detailed information to help the creative team understand who they're targeting. Be very specific because usually, when trying to cover as many different groups of people as possible, companies actually cover no audience as no one understands what the product is for.
2. Product information
Highlight key aspects and unique selling points of the product or service being promoted. Let the creative team knows what you want to emphasize about your product and devote all their attention and creativity to these points.
3. Commercial context
Provide relevant market context, including competitor analysis and market trends, to help shape the campaign strategy. Name your main competitors and what you particularly like about their products or services and how they advertise them. That information may help a creative team to find the needed direction for work.
4. Proposed budget
Specify the budgetary constraints to guide creative teams in developing ideas within the financial resources. Even though this part is probably the most boring for creative teams, it is highly important to let them know their budgetary frames.
5. Company and brand guidelines
Share information about the company's brand tone, image, and existing guidelines to ensure campaign consistency. The more information you can provide about all the previous projects, campaigns, and decisions, the better. Great ideas rarely emerge out of nowhere.
6. Preferred channels
Communicate any preferred marketing channels or platforms that should be considered for the campaign. You may like some platforms and dislike others. You may have previous unpleasant experiences with some platforms. Let the creative team knows that to craft the best campaign for your product or service.
7. Analysis of previous campaigns
Provide insights into the performance of previous campaigns to help identify effective marketing methods. Previous mistakes or successes are always great ways to learn and build new strategies.
8. Desired audience outcome or action
Clearly state the desired action or outcome expected from the target audience and define metrics for measuring campaign success. If a creative team knows what you expect, it will be easier for them to create a specific strategy that will convince people to do what you exactly want them to.
9. Mandatory elements
Identify any essential product details or key messages that must be included in the campaign. They will be organically built within the campaign, or the campaign will be built around them.
10. Campaign duration
Outline the campaign's start and end dates, along with any project deadlines or milestones.
Campaign brief templates
When writing a clear and engaging overview of your ideas, using a marketing campaign brief template can greatly simplify the process.
By selecting the appropriate creative brief template that aligns with your marketing program or campaign, you can easily structure your ideas and ensure all relevant information is captured effectively. Besides that, using campaign brief templates offers several benefits for marketers and businesses.
Templates provide a standardized structure for campaign briefs, ensuring consistency across different projects. This consistency helps maintain brand identity, messaging, and overall marketing strategy.
Templates save time by providing pre-designed sections and prompts, allowing marketers to focus on filling in the specific details relevant to their campaign.
3. Comprehensive coverage
Templates often include key elements and sections that need to be addressed in a campaign brief, ensuring that critical information is not overlooked.
4. Improved organization
By providing designated sections and fields for different aspects of the brief, templates help marketers structure their thoughts and information in a clear and organized manner.
5. Collaboration and communication
With a standardized format, it becomes easier to share and discuss the campaign brief across teams, agencies, or clients, fostering better communication and understanding.
6. Efficiency and productivity
By streamlining the briefing process and providing a framework to follow, templates help improve overall efficiency and productivity. Marketers can focus on filling in the specific campaign details rather than spending excessive time on formatting or structuring the brief.
Templates can be customized and adapted to suit different types of campaigns or marketing initiatives. They can be modified based on the specific requirements, goals, and channels relevant to each campaign, ensuring flexibility in their usage.
How to write an effective marketing campaign brief using the xTiles Campaign Brief Template?
Writing an effective marketing campaign brief involves carefully planning and considering key elements. Here's a quick step-by-step guide on how to write an effective marketing campaign brief using the xTiles template.
1. Tell a bit about the company
Provide a short bio of your company, its values, history, important moments, key aspects, etc. Also, you add all the relevant links to social media and a website if there are some. Explain who is your target audience.
You can add some pictures or photos to describe your company/product/service visually.
2. Establish schedule
Define the campaign timeline, including important milestones and deadlines, to ensure smooth execution. Tell how often you want to see new content, when you want to get the finished campaign plan, etc.
3. Provide a company summary
Use this section to summarize what you want to see during the campaign and what you prefer to avoid. That information will help a creative team to provide results in alignment with your expectations.
4. Provide details of content execution
Consider digital platforms, social media, email marketing, traditional media, or a combination of channels. Align the channel selection with the campaign objectives and target audience preferences.
Tell what kind of content you need, for what you need it, and how often you need it. Include all the important details, such as the hashtags you want to be used, specific keywords, calls to action, etc.
Outline the desired look and feel, brand guidelines, tone of voice, and any specific visual elements to be incorporated.
5. Provide deliverables
Outline what you expect from the campaign. You may determine the metrics that will be used to evaluate the success of the campaign.
6. Plan your budget
Establish the budget available for the campaign and allocate resources accordingly.
7. Share the content you want to see or references
You may provide a creative team with photos of your business or product you want to see published during the campaign. Or, if you have no visual content, you may provide references so that the created content will meet your expectations.