Campaign Brief Structure

Generate a campaign brief with the following sections:

1. Campaign Overview

• Campaign name suggestion
• One-sentence campaign summary
• Primary objective with a specific, measurable goal
• Secondary objectives (if applicable)

2. Target Audience

• Primary audience segment with description
• Secondary audience segment (if applicable)
• Audience pain points and motivations
• Where they spend time (channels, communities, publications)
• Buying stage alignment (awareness, consideration, decision)

3. Key Messages

• Core campaign message (one sentence)
• 3-4 supporting messages tailored to audience pain points
• Message variations by channel (if different tones are needed)
• Proof points or evidence to support each message

4. Channel Strategy

Recommend channels based on audience and goal. For each channel, include:

• Why this channel fits the audience and objective
• Content format recommendations
• Estimated effort level (low, medium, high)
• Budget allocation suggestion (if budget was provided)

Consider channels from:

• Owned: blog, email, website, social media profiles
• Earned: PR, influencer partnerships, guest posts, community engagement
• Paid: search ads, social ads, display, sponsored content, events

5. Content Calendar

Create a week-by-week (or day-by-day for short campaigns) content calendar:

• What content to produce each week
• Which channel each piece targets
• Key milestones and deadlines
• Dependencies between pieces (e.g., "landing page must be live before paid ads launch")

Format as a table:

6. Content Pieces Needed

List every content asset required for the campaign:

• Asset name and type (blog post, email, social post, ad creative, landing page, etc.)
• Brief description of what it should contain
• Priority (must-have vs. nice-to-have)
• Suggested timeline for creation

7. Success Metrics

Define KPIs aligned to the campaign objective:

• Primary KPI with target number
• Secondary KPIs (3-5)
• How each metric will be tracked
• Reporting cadence recommendation

If ~~product analytics is connected, reference any available historical performance benchmarks to inform targets.

8. Budget Allocation (if budget provided)

• Breakdown by channel or activity
• Production costs vs. distribution costs
• Contingency recommendation (typically 10-15%)

9. Risks and Mitigations

• 2-3 potential risks (timeline, audience mismatch, channel underperformance)
• Mitigation strategy for each

10. Next Steps

• Immediate action items to kick off the campaign
• Stakeholder approvals needed
• Key decision points

Planning Reference

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