Before you kick off your next big marketing campaign, turn to Mural to use our marketing campaign brief template. Think of a campaign brief template as the master plan that captures all the essentials: goals, target audience, key messages, and even the nitty-gritty details like timelines and budgets. With a marketing brief template, you’re not just organizing ideas — you’re building a foundation that guides your team every step of the way.
Use this template to streamline communication across teams and give everyone a clear sense of direction. According to our Teamwork Research Report , 62% of people who work on projects haven’t learned how to work together in a formal way. This campaign brief template can help your project team grow and make a successful campaign.
What is a marketing campaign brief? A marketing brief is a document that outlines the details of a marketing campaign, including its goals, concepts, and deliverables. It's a starting point for the marketing planning process and serves as a roadmap for the campaign. By setting the scope and strategy right from the start, it cuts down on confusion and helps avoid any surprises along the way.
Whether you’re launching a product , planning a big event, or rolling out a seasonal promo, a well-crafted campaign brief template is the backbone of your success. It ensures that every detail is covered, making it much easier to execute your campaign without a hitch. So, with a solid brief in hand, you’re ready to tackle your next marketing adventure with confidence and clarity!
Marketing campaign brief template helps you: Define key messages and tone to make sure all materials are on-brand and cohesive. Set clear goals, making it easy to track progress and evaluate campaign success. Puts all campaign info into one place, giving everyone a quick reference for updates. How to build a marketing campaign brief Step 1: Set clear goals Define those big-picture goals. Make them specific and measurable so you know when you’ve hit the mark.
Step 2: Figure out who your target audience is Paint a vivid picture of your target audience. The more you know, the better you can craft messaging that truly resonates. Don’t be afraid to use your personas here.
Step 3: Set your key message What’s the main takeaway for your audience? Keep it snappy, memorable, and in tune with your brand’s personality.
Step 4: List out your deliverables Think of this as your campaign’s to-do list. Will you need social media posts, blog articles, or maybe a video? Lay it all out so nothing gets missed in the whirlwind of creation.
Step 5: Set a timeline and budget Outline how much you’re willing to spend on everything from ads to creative services. Then, plot your campaign’s journey with milestones along the way — like when content is due and the big launch day.
Step 6: Define key metrics Set clear metrics that your entire team can get behind. Once you have them, you’ll know exactly how well your campaign is performing.
Step 7: Assign roles and responsibilities Define roles to keep everyone on task and ensure the campaign runs like a well-oiled machine. (You can also use our RACI chart template to help!)
What kinds of marketing campaign briefs can you build with Mural With Mural, you can create a variety of marketing campaign briefs tailored to different needs, allowing for a flexible and visually engaging approach. Here are some common types you can build:
Product launch briefs : Map out key details, strategies, and timelines to ensure a smooth product rollout.Content marketing campaigns : Plan content types, distribution channels, and scheduling in a visually appealing format that keeps the whole team on track.Event marketing briefs : Outline event logistics, promotional strategies, and target audience insights to ensure cohesive planning and execution.Brand awareness campaigns : Focus on long-term strategies, audience engagement tactics, and brand positioning to boost brand visibility and consistency.Social media campaigns : Schedule content, define audience targets, and identify key metrics across multiple platforms.What you should include in a marketing campaign brief? Key message : This is your chance to create one big idea that’ll prop up your entire campaign. Make sure you think about what you want to communicate and keep it clear.Timeline : Create a timeline with key milestones, including deadlines for deliverables and the overall campaign launch. This keeps the project organized and on track.Review and approval process : Outline how and when materials will be reviewed and approved, ensuring that all stakeholders have a say before launch.
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