# Campaign Planning — Brief Templates & Process

## Campaign Brief Template

### 1. Campaign Overview
- **Campaign name**: [Descriptive name following naming convention]
- **Campaign type**: Awareness / Lead Gen / Product Launch / Seasonal / Always-On / ABM / Event / Retention
- **Owner**: [Person responsible]
- **Approval required from**: [Stakeholders]
- **Status**: Draft / In Review / Approved / Live / Complete

### 2. Objective
- **Primary objective**: [SMART goal — see framework below]
- **Secondary objective**: [Optional]
- **Success metric**: [How we'll measure primary objective]
- **Target**: [Specific number]

### 3. Audience
- **Primary persona**: [Name from brand profile]
- **Secondary persona**: [If applicable]
- **Targeting parameters**: [Demographics, behaviors, interests, custom audiences]
- **Exclusions**: [Who NOT to target]
- **Estimated audience size**: [Platform estimate]

### 4. Messaging
- **Key message**: [One sentence core message]
- **Supporting messages**: [2-3 proof points]
- **CTA**: [Primary call to action]
- **Offer**: [If applicable — discount, trial, content, etc.]
- **Tone**: [Reference brand voice profile + any campaign-specific adjustments]

### 5. Channels & Budget
| Channel | Budget | Objective | Key Formats |
|---------|--------|-----------|-------------|
| [Channel] | $X | [Channel goal] | [Ad formats] |

- **Total budget**: $X
- **Contingency/reserve**: 10% of total

### 6. Timeline
| Phase | Dates | Key Activities |
|-------|-------|---------------|
| Pre-launch | [dates] | Creative production, landing pages, tracking setup |
| Launch | [date] | Go-live, monitoring, early optimization |
| Sustain | [dates] | Ongoing optimization, creative refresh |
| Wrap-up | [dates] | Final optimization, reporting, post-mortem |

### 7. Creative Requirements
- **Assets needed**: [List all creative deliverables with specs]
- **Landing page**: [URL or spec]
- **UTM parameters**: [Per utm-tracking.md conventions]

### 8. KPIs & Reporting
| KPI | Target | Measurement Tool | Reporting Cadence |
|-----|--------|-----------------|-------------------|
| [Metric] | [Target] | [Tool] | [Daily/Weekly] |

### 9. Risks & Contingencies
| Risk | Likelihood | Impact | Mitigation |
|------|-----------|--------|-----------|
| [Risk] | H/M/L | H/M/L | [Plan] |

---

## SMART Objective Framework

| Component | Definition | Marketing Example |
|-----------|-----------|------------------|
| **Specific** | Exactly what will be achieved | "Generate marketing qualified leads" |
| **Measurable** | Quantified target | "500 MQLs" |
| **Achievable** | Realistic given resources | "Based on $50 CPL benchmark" |
| **Relevant** | Aligned to business goal | "Supports Q2 pipeline target" |
| **Time-bound** | Clear deadline | "By June 30" |

**Full example**: "Generate 500 MQLs at <$50 CPL by June 30 through a multi-channel campaign targeting mid-market CFOs."

---

## Campaign Type Taxonomy

| Type | Duration | Primary Goal | Typical Channels |
|------|----------|-------------|-----------------|
| **Awareness** | 4-12 weeks | Brand lift, reach | Social, display, video, PR |
| **Lead Generation** | Ongoing | Pipeline | Search, social, content, email |
| **Product Launch** | 2-8 weeks | Adoption, revenue | All channels, phased |
| **Seasonal** | 2-6 weeks | Revenue spike | Paid, email, social |
| **Always-On** | Continuous | Baseline performance | Search, retargeting, email |
| **ABM** | 8-16 weeks | Account engagement | LinkedIn, direct mail, email, events |
| **Event** | 6-12 weeks | Registration, attendance | Email, social, paid, partners |
| **Retention** | Ongoing | Churn reduction | Email, in-app, success |

---

## Campaign Naming Convention

```
[Year]-[Quarter]-[Type]-[Audience]-[Short Description]
```

Examples:
- `2025-Q2-launch-midmarket-product-v2`
- `2025-Q3-seasonal-all-back-to-school`
- `2025-Q1-abm-enterprise-target-accounts`

---

## Resource Requirements Checklist

| Resource | Awareness | Lead Gen | Product Launch | Seasonal |
|----------|-----------|----------|---------------|----------|
| Copywriter | 5-10 hrs | 10-20 hrs | 20-40 hrs | 10-15 hrs |
| Designer | 10-20 hrs | 10-15 hrs | 20-40 hrs | 10-20 hrs |
| Media buyer | 5-10 hrs | 10-20 hrs | 15-25 hrs | 10-15 hrs |
| Landing pages | 1 | 1-3 | 2-5 | 1-2 |
| Email sequences | 0-1 | 3-5 | 5-10 | 2-3 |
| Ad variations | 5-10 | 10-20 | 15-30 | 10-15 |
