Perhaps Maria was on to something when she advised the Von Trapp children to “start at the very beginning, a very good place to start.”
Because when we get a great idea for a new marketing campaign, it’s tempting to charge ahead without laying the right groundwork, first. The upside of jumping the gun? You’re faster off the starting line. The downside? Things are probably going to fall apart at some point—or at the very least, require a decent amount of triage to stay on track. I think you’ll agree with the cons outweigh the pros.
So before you dive in, do yourself—and your team—a favor and write up a campaign brief. It doesn’t have to be long (in fact, it shouldn’t be), but it should be comprehensive. A campaign brief is a thought exercise for you as much it is an explainer document for everyone else. It should get you thinking about what you’re doing, what you mean to achieve, and who/what you’ll need to make it happen.
Key Components of a Campaign Brief
List the specific and measurable results you are looking to drive with this campaign as a whole. These results shouldn’t be subjective. At the end of your campaign, you should be able to refer back to your results and say definitively whether each was achieved.
- Increase demand for pre-sales professional services engagements by 200%
- Increase the velocity of leads from “education” to “consideration” phase by 30%
Components and Deliverables
List critical content assets that require input from other departments to get buy-in on prioritization. This will help inform what resources (whether people, tools, or monetary) you’ll need to get the job done—and what key milestones you’ll want to track toward.
- Itemized budget for all 2019 events, tradeshows, and workshops
- Printed materials for workshops: folder, workbook, branded pens, notepads
- Customer documentary video on the journey to content operations
Final Thoughts/ Next Steps
During its creation, a campaign brief should guide your thought process as you map out what your campaign will look like, who will be involved, what you need to get the job done, and what success will look like. But once it’s finished, it should be a living document that guides your work. Print it out and keep it on your desk. Have you hit the key deliverables? Are you tracking toward the same goals? If not, what’s changed? Do you need to update stakeholders? And once the project is complete, use your brief when talking to higher-ups. Show them how your campaign performed against the promises you made. If it hit the goals, use it to win bigger, better projects or more responsibilities. If it didn’t, understand why and have a clear vision for how you will correct this disconnect in the future.
Download the campaign brief template here.
And if you need to create other forms of content to continue the storyline, download these easy-to-edit templates for an eBook, white paper, benchmark report, webinar slides, blog post, and a campaign brief in one bundle here.