The document to fill in before launching a campaign, in-house or with a provider. Seven sections: context and quantified goal, precise audience (and exclusions), message and offer, budget and channels, journey and conversion, measurement, responsibilities. Lines to complete, one simple rule: if a field stays empty, the campaign is not ready. It is the brief we use when framing every campaign, and the reference at review time.
What's inside
- Seven sections to fill in, from context to measurement
- The quantified business goal and target CPL / CAC set before spending
- The journey after the click: landing, expected action, lead follow-up
- Responsibilities: who owns, who creates, who signs off