Campaign brief template
A good brief answers most of the questions a first meeting would raise and keeps everyone looking at the same goal. Download the template and fill in what you know; we can work through the gaps together.
You can send the completed template to info@main.ist or reach us through the contact form.
Brand and product
Which brand, product or service is the campaign for? How would you describe it in one sentence, and what sets it apart from competitors?
Goal
What do you want this campaign to change: awareness, consideration, sales or visits? When it's over, how will you know it worked?
Target audience
Who do you want to reach? Describe them by age, location, job, interests or buying habits. What do these people think or know about your brand today?
Message
If people remember just one thing from the campaign, what should it be? What proof or reason backs that message up?
Budget range
Roughly what budget range have you set aside for the campaign? Does it include production, agency fees and taxes?
Timing
When should the campaign start and end? Are there dates you can't miss, such as a launch, a trade fair or a season?
Channel preferences and constraints
Are there channels you definitely want to use, or definitely want to avoid? What legal, industry or company constraints apply?
Success measures
Which indicators will you track: reach, awareness, clicks, conversions, sales? Do you have data from past campaigns we can compare against?
Competitors
Who are your main competitors, and where and how do they advertise? Are there campaigns you admire, or ones you'd rather not resemble?
Creative requirements
Which brand identity elements, logos, colours, fonts or images must be used? Is there existing material, or does everything need to be made from scratch?
Approval process
Who will approve the creative and the plan, and who makes the final call? How much time should we allow for approvals?
Contact person
Who will be our day-to-day contact for this campaign? Add name, title, email and phone.
Tell us about
the work you have in mind.
In a first meeting we listen to your goal and work out with you where and how we can help.
Discuss Your Project