A carefully written marketing brief is the foundation for a successful marketing campaign. Its job is to provide structure, guidance and direction to your marketing strategy.
When gathering information from a client, you should start by documenting the most important objectives. You can also add information around key messages, details around the target audience, and anything else that might be useful to the marketing team.
This template is part of the Marketing Campaign collection.
The Marketing Brief template is filled with questions, thought starters and image placeholders to help you write your brief in minutes.
Create a new board for your brief.
Drag a board out from the toolbar. Give it a name, then double click to open it.
Choose the Marketing Brief template.
Each new board gives you the options to start with a beautiful template.
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.
Add a note to describe the background.
Start typing then use the formatting tools in the left hand toolbar.
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.
Add a note to describe the deliverables.
Start typing then use the formatting tools in the left hand toolbar.
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.
Add a note to list the personality.
Start typing then use the formatting tools in the left hand toolbar.
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.
To gain deeper insights, develop a customer persona that includes key demographics and behaviors, such as age, gender, location, income level, interests, needs, and pain points. By understanding these factors, you can tailor your messaging and strategies to engage your audience more effectively.
Add a note to describe the audience.
Start typing then use the formatting tools in the left hand toolbar.
Choose a photo to represent your audience.
Search over 3 million beautiful, free photos then drag images straight onto your board. Powered by Pexels.
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.
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.
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.
Share a link to the brief with your team.
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.
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!
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