Inspire your team with a marketing brief made in Milanote

marketing cmapaign brief guide example

Follow this step-by-step guide to learn the modern process of writing an effective marketing brief in Milanote, a free tool used by top creatives & marketers.

marketing cmapaign brief guide example

How to write a marketing brief in 8 easy steps

At the heart of every successful marketing campaign lies a carefully crafted marketing brief. In essence, a marketing brief acts as a blueprint for your campaign, providing a structured framework that outlines your goals and deliverables, identifies your target audience, and maps out the metrics for measuring success.

It offers guidance to help you and your team stay focused, ensuring that every aspect of your campaign is aligned with your mission.

In this guide, we'll walk through the process of writing a marketing brief using Milanote. Remember, the process is non-linear, so it's OK to move back and forth between the steps as you go.

1. Describe the background of the campaign

Before moving into the specifics of the marketing campaign, let's begin by describing the background of the campaign. This step helps sets the context for the campaign, providing the framework from which we'll develop our strategy.

Begin by introducing the brand or organisation behind the campaign and clarify the brand's desired outcomes for the campaign. Finally, outline the scope of the campaign, including the timeline, key milestones, and the key stakeholders involved.

marketing brief step 1
How to do this in Milanote
  1. Create a new board for your marketing brief.

    Create a new board

    Drag a board out from the toolbar. Give it a name, then double click to open it.

  2. Choose the built-in Marketing Brief template.

    Choose a template

    Each new board gives you the option to start with a beautiful template.

2. Define goals & deliverables

Defining clear goals and deliverables is essential for guiding the campaign to success. To begin, it's important to establish specific and measurable goals that align with the overall business strategy. These goals should be realistic and achievable within the given timeframe, whether they involve driving sales, increasing customer engagement and promoting brand awareness.

Next, outline the key deliverables that will contribute to achieving these goals. This may include launching targeted advertisements, creating engaging content, or implementing social media strategies.

marketing brief step 2
How to do this in Milanote
  1. Add a note to describe the deliverables.

    Drag a note card onto your board

    Start typing then use the formatting tools in the left hand toolbar.

Pro tip:

When writing a marketing brief, shift the focus from the product or service itself to the experience it offers. How does it make the customer feel? What problem does it solve in their life?

3. Collect brand assets

Add any additional materials that will help your team get to know the brand personality. Detail the tone of voice, brand values, color scheme, and any other relevant guidelines that will inform the campaign's creative direction and messaging. This gives everyone easy access to important assets throughout the project and saves time hunting through emails and folders.

marketing brief step 3
How to do this in Milanote
  1. Add a note to list the personality.

    Drag a note card onto your board

    Start typing then use the formatting tools in the left hand toolbar.

4. Define the target audience

Defining your target audience is essential for creating a campaign that connects with the right individuals. Begin by clearly pinpointing the specific audience that aligns with your campaign goals.

Crafting a customer persona can give you insights into understanding your audience. They usually include the following demographics and behaviours:

  • age
  • gender
  • location
  • income level
  • their interests
  • needs, and pain points
marketing brief step 4
How to do this in Milanote
  1. Add a note to describe the audience.

    Drag a note card onto your board

    Start typing then use the formatting tools in the left hand toolbar.

  2. Choose a photo to represent your audience.

    Use the built-in image library

    Search over 3 million beautiful, free photos then drag images straight onto your board. Powered by Pexels.

5. Specify key metrics

Identify the most important key performance indicators (KPIs) that will be used to measure the success of the marketing campaign. These metrics may include sales figures, social channel traffic, conversion rates, engagement metrics etc.

marketing brief step 5
How to do this in Milanote
  1. Use a table to define the success metrics.

    Create a table

    Drag a table out from the toolbar. You can add simple formulas, dates, currencies and more.

6. Organize & refine

Once you have everything you need, it's time to organize your content into logical topics. The goal here is to present the most important points in an inspiring and concise format. Remember, it's called a brief. In its simplest form, writer and illustrator Maira Kalman says a brief consists of "a deadline and a dream".

marketing brief step 6
How to do this in Milanote
  1. Create a column for each of the main topics in the brief

    Drag a column onto your board

    Name it, then drag any relevant notes, images or boards into your column to stay organized.

Pro tip:

Save time on your next project with the free Marketing Brief template.

7. Gather feedback

While a campaign brief is typically drafted by a single person, the most effective briefs will be reviewed by stakeholders, clients, or team members before the final approval. This is a great opportunity to ensure that everyone is aware of the direction, goals, and deliverables before embarking on the campaign. Utilize this feedback to make any necessary revisions to the brief before finalizing it.

marketing brief step 7
How to do this in Milanote
  1. Invite a team member or client to provide feedback.

    Invite editors to your board

    Open the "Share" menu from the title bar of your board. Add email addresses of the people you'd like to collaborate with—they'll receive an invitation via email.

  2. Start a comment thread.

    Start a comment thread

    Drag out a comment from the toolbar on the left and place it on your board. Other editors can reply to your comment.

  3. Mention teammates to get their attention.

    Mention teammates to get their attention

    Type '@' in any text field to mention someone who has access to your board. They'll receive a notification and be able to respond to your comment.

8. Share the brief with your team

Once you’ve made any final tweaks to the brief, it’s time to share the completed brief with the your team, organize a kickoff meeting and start the project.

marketing brief step 8
How to do this in Milanote
  1. Share a link to the brief with your team.

    Share a read-only link with others.

    Click Share in the top right of your board. You can add a Welcome message for viewers, allow comments, set a password or embed the board in another app or website.

And you're done!

Now that your marketing brief is complete, you have an inspiring starting point for your next campaign. Remember to revisit your brief at each stage of the project. It's a great way to ensure you're still headed in the right direction!

Start your brief

Get started for free with one of Milanote's inspiring brief templates.