Marketing · Free tool
Campaign Brief Template
A campaign usually goes wrong before the first ad runs: the team agrees on a channel but never writes down who it is for, what is being offered, or how success will be judged. This campaign brief template makes those five decisions explicit on one page, for founders, marketing leads and managers who sign off on spend.
- OutputA one-page campaign brief
- No sign-up
- Copy or print the result
- How it works ↓
Your entries stay in this browser. Use Fill example to see a finished page first.
What this marketing tool gives you
The output is a short, titled page with five headed sections: Audience, Offer, Channel, Budget and Success metric. Copy it into a kickoff email or print it for the planning meeting. Your answers are saved in this browser as you type, so you can close the tab and come back without an account.
What you enter
- Campaign name (optional; the page is titled "Campaign brief" if you leave it blank)
- Audience: who the campaign is for, in a sentence or two
- Offer: what they get
- Channel: where and how you will reach them
- Budget: the spending ceiling, shown in USD, EUR or GBP
- Success metric: the result that counts as a win, with a number and a deadline if you have them
Worked example
The built-in example is titled "Monday note, second neighborhood". The audience is owners of a single café or grocer who still hear about cash from their bookkeeper; the offer is the first month of a Monday cash note set up beside the owner; the channel is bookkeeper introductions plus a short visit; the budget of 900 appears as $900; and the success metric is ten paying shops from the neighborhood in 60 days.
What goes into a one-page campaign brief?
The tool does not score or rewrite anything. It waits until audience, offer, channel, budget and success metric are all filled in, then lays them out under their own headings, in that order, with your campaign name on top. The name is the only optional field.
If the budget is a number, it is formatted in the currency you picked. If you type something that is not a number, such as "up to 1k", it is shown exactly as written. A negative budget triggers a warning, because a campaign ceiling is normally zero or more. The page reminds readers that the budget is the ceiling you typed, not a media plan.
Tips before you use the result
- Write the audience narrowly enough that a salesperson could name three real people who fit it. "SMBs" is not an audience.
- Put a number and a date in the success metric. "Ten paying shops in 60 days" can be checked; "more awareness" cannot.
- Treat the budget as a ceiling, then split it with the channel budget tool if you use more than one channel.
- Circulate the printed page before any creative work starts, and ask each owner to confirm or challenge one line.
Frequently asked questions
What should a marketing campaign brief include?
At minimum: who the campaign targets, what you are offering them, which channel carries the message, how much you will spend at most, and the metric that defines success. This template requires exactly those five items and lets you add a campaign name. Creative direction, timelines and approvals can be added in your own document once these basics are agreed.
Can I leave the campaign name empty?
Yes. The name is the only optional field. If it is blank, the page is simply headed "Campaign brief". All other fields must contain text before the brief appears, because a brief missing its audience, offer, channel, budget or metric is not ready to hand to a team.
Does the budget have to be a number?
No, but a number reads better. A numeric budget is formatted in USD, EUR or GBP depending on your choice. Text such as "to be confirmed" is kept as written. If you enter a negative number, the tool shows it as typed and adds a warning so it gets corrected before the brief goes out.
How do I share the finished campaign brief?
Use Copy output to paste the brief as plain text into email, Slack or a document, or use Print to produce a paper or PDF copy with today's date in the header. The brief is a working page for the people running the campaign, so share it before the channel team starts building assets.
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