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Marketing campaign brief template

Manage projects, help teams collaborate, and get aligned faster

Courtesy of our friends at

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!)

Example of marketing campaign brief template in Mural.

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.

How to create a Marketing campaign brief template

Make your campaign briefs even better with Mural’s features

Use features like sticky notes, tags, reactions, and more to make your campaign briefs even more useful.
Celebrate & reactions

Celebrate & reactions

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Commenting

Commenting

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Easy sharing

Easy sharing

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Infinite & resizable canvas options

Infinite & resizable canvas options

Choose the right canvas for your collaboration goals — flexibility without limits.

Mapping and diagramming

Mapping and diagramming

Build quick and easy visualizations of flows, maps, processes, hierarchies, journeys, and more.

Outline navigation & instructions

Outline navigation & instructions

Structure your mural for easy navigation, then add activity instructions for collaborators.

Marketing campaign brief template frequently asked questions

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