Give your next campaign a clear starting point.

A reusable campaign brief covering the audience, offer, message, proof, channels and measurement.

1. Audience and situation

Who is this for? What are they trying to do? What makes that difficult? Describe a concrete situation using what you know, and label assumptions.

2. Offer and intended action

What existing offer can help? Where can someone find it? What is the one next action this campaign should encourage?

3. Message and evidence

What does the audience need to understand? Which facts support the message? List the source of each important claim and any wording to avoid.

4. Production and review

Which channels and formats suit the idea? What assets are needed? Who reviews the final copy, visuals and destination?

5. Measurement

Which event signals progress? Which source measures it? When will you review the result, and what evidence would change your plan?