Campaign Brief
The brief a campaign runs on: what it does, who it may address, what it offers and where, when and where it runs, whose choice it honours, the level it commits to and the lawful ground it stands on, with every tactic beneath it designed on the same terms. One table of tactics and three jobs.
You leave with A campaign brief that is measurable and lawful before it runs: the campaign walked to its commitments, each tactic designed to its channel, surface, content, window, geography, audience and basis, and each creative placed.
Why it matters
What goes wrong without it, as the commitments that license this deliverable say it, each standing on its sources.
- A deliverable is a method the industry already writesA plan is the thing a marketer is judged on, and a plan whose sections were chosen by whoever built the tool is an opinion with a table of contents. The industry has written these methods down: the measurement model that runs from objectives to KPIs to targets to segments, the client brief the agencies’ bodies agreed, the outcome standards that say what an instrument must disclose, the statechart a lifecycle is a machine of, the experiments that establish cause, the regulation that says on what ground a person may be reached. Citing them on the deliverable, and deriving its why from them the way a kind’s is derived, is what lets a reader see the method behind the page and what lets the composition of each plan be corrected against its source rather than argued.
Digital Marketing and Measurement Model · The Goal Question Metric Approach · Aligning Organizations Through Measurement: The GQM+Strategies Approach · The Client Brief: A best practice guide to briefing communications agencies · Outcomes and Data Quality Standards · XDM Individual Profile Class · Statecharts: a visual formalism for complex systems · State Chart XML (SCXML): State Machine Notation for Control Abstraction · Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing · A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook · Regulation (EU) 2016/679, Article 6 · Regulation (EU) 2016/679, Article 7: Conditions for consent · Consent Receipt Specification 1.1 · Transparency and Consent Framework v2.2
Tables— 1
Each is a view drawn across every term of the kind it starts from, on one page, with the file to take away.
- tableTactics
One line per tactic, with the channel and surface it uses, the content type it puts in front of people, who it addresses and on what permission basis.
Jobs— 3
Each is a view done from one term you already have, with a page for every one it can be done from.
- from a campaignBrief a campaign
“I am briefing a campaign and it has to be measurable and lawful before it runs, not after.” - from a creativePlace a creative
“I have a creative and I need to know what form it renders in and which surfaces can carry it.” - from a tacticDesign a tactic
“I am designing a tactic and it has to be placed, timed, addressed and lawful on the same terms as the campaign above it.”