Campaign Brief — Template

Field	Value
Campaign Name	Enter campaign name
Brand/Product	Product or brand this campaign supports
Owner	Campaign lead
Status	Planning
Start Date	YYYY-MM-DD
End Date	YYYY-MM-DD
Budget	Total campaign budget

State what this campaign aims to achieve. Be specific and measurable — include a number and a timeframe.

Describe the primary audience for this campaign.

Demographics: Age, role, industry, company size
Psychographics: Values, motivations, pain points
Behavioral traits: How they discover products, buying triggers, media consumption

Write the single most important takeaway. If the audience remembers only one thing, what should it be?

Describe the personality of this campaign. Reference your brand voice guidelines and note any deviations for this specific campaign.

Channel	Format	Budget Allocation	Owner	Timeline
Paid Search	Text ads	$X,XXX	Team member	Start – End
LinkedIn	Sponsored posts	$X,XXX	Team member	Start – End
Email	Nurture sequence	$X,XXX	Team member	Start – End
Blog	Thought leadership	$X,XXX	Team member	Start – End

Summarize what competitors are doing in this space. Identify gaps or opportunities your campaign can exploit.

List brand guidelines, legal disclaimers, required assets, and any mandatory elements.

Milestone	Date	Owner	Status
Brief approved	YYYY-MM-DD	Stakeholder	Pending
Creative assets delivered	YYYY-MM-DD	Designer	Pending
Campaign launch	YYYY-MM-DD	Campaign lead	Pending
Mid-campaign review	YYYY-MM-DD	Campaign lead	Pending
Campaign wrap & report	YYYY-MM-DD	Campaign lead	Pending

Campaign Brief Template