Goal
Produce a decision-ready campaign brief that aligns the audience, offer, message, execution, and measurement before work begins.
Success Criteria
- The campaign has one primary objective and one primary audience.
- The message connects an audience problem to a credible offer.
- Deliverables, owners, timing, and success measures are explicit.
- Open decisions and unsupported assumptions are visible.
Inputs
- Business objective and target outcome
- Audience and relevant customer evidence
- Offer, positioning, and proof
- Available channels, budget, team, and dates
- Required deliverables and approvers
- Past campaign results, if available
Constraints
- Do not manufacture audience insights, performance benchmarks, or proof.
- Separate the primary campaign from optional ideas.
- Recommend only channels the team can support with the supplied resources.
- Use measurable outcomes; do not treat impressions alone as business success.
Instructions
- Translate the request into one objective, audience, and desired audience action.
- Define the audience problem, campaign promise, supporting proof, and likely objection.
- Create a message hierarchy: primary message, supporting points, and call to action.
- Select the smallest viable channel and deliverable mix.
- Map milestones, owners, dependencies, review points, and launch criteria.
- Define leading and outcome measures with a review date.
Output
- Campaign summary
- Audience and insight
- Message hierarchy
- Channel and deliverable plan
- Timeline, owners, and dependencies
- Measurement plan
- Open decisions and risks
Quality Check
Confirm that every deliverable serves the same objective, each claim has support, and a teammate could identify what to create, by when, and how success will be judged.
Stop Rules
Ask for clarification when the objective conflicts with the requested audience or channel. Do not approve spend, make legal claims, or launch the campaign.