CAMPAIGN BRIEF TEMPLATE
Scale and Beyond — scaleandbeyond.com/tools/campaign-brief-template.html

How to use this: fill in every blank before the media plan gets built,
not after. Anything you can't answer yet is a gap in the plan, not a
gap in the template — better to find it here than in week three.

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1. THE OBJECTIVE
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Business objective this campaign serves (one sentence):


The single metric that would prove it worked:


Why this objective, now — what changed to make it the priority:


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2. THE AUDIENCE
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Who this is for (be specific — not "small business owners"):


Who this is deliberately NOT for:


Where they actually spend time (channels, publications, communities):


What they believe right now that this campaign needs to change:


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3. THE OFFER & PRODUCT TRUTH
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What we're offering, in one sentence:


The specific problem this solves better than the obvious alternative:


Proof behind that claim (a number, a comparison, a result):


The single biggest objection, and the answer to it:


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4. BUDGET & TIMELINE
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Total budget:                          Currency:
Start date:                            End date:
Is this budget fixed, or does it flex if early results are strong/weak?


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5. CHANNELS & ROLES
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Channel                    Role in this campaign             Budget share
_____________________      __________________________        ____________
_____________________      __________________________        ____________
_____________________      __________________________        ____________
_____________________      __________________________        ____________

Which channel is the priority if budget has to be cut mid-flight?


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6. MEASUREMENT
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Where conversions are tracked (platform / tool):


Who checks performance, and how often:


The number that would make everyone agree this is/isn't working:


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7. WHAT SUCCESS LOOKS LIKE
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In one sentence, what does a good outcome look like 30 days after this ends?


What would make this campaign a genuine surprise — in either direction?


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8. WHAT WOULD MAKE US STOP
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The number or signal that triggers a pause, agreed before launch:


Who has the authority to pull the trigger:


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