Campaign Brief Template
The campaign brief template below is free to preview and install in Zealos. Plan marketing campaigns with objectives, audience targeting, channels, budget, and success metrics.
Preview: Campaign Brief
Campaign Brief
Campaign: [Campaign Name] | Owner: [Your Name] | Status: Planning | Launch Date: [Date]
Campaign Overview
Provide a 2-3 sentence summary of the campaign. What are we doing, why, and what does success look like at a high level?
[Example: We are launching a 4-week integrated campaign to drive awareness and trial signups for our new pipeline feature, targeting mid-market sales leaders.]
Objectives
Generate [X] qualified leads within [timeframe]
Achieve [X]% increase in brand awareness (measured by [metric])
Drive [X] free trial signups
Support $[X] in pipeline generation for the sales team
Target Audience
Attribute | Details |
|---|---|
Primary Persona | [e.g., VP of Sales at mid-market SaaS companies] |
Company Size | [50–500 employees] |
Geography | [North America / Global / etc.] |
Pain Points | [Manual pipeline management, lack of visibility] |
Buying Triggers | [Missed targets, new leadership, growth phase] |
Channels & Tactics
Channel | Tactic | Owner | Budget |
|---|---|---|---|
LinkedIn Ads | Sponsored posts targeting VP Sales | [Name] | $5,000 |
Google Ads | Search campaigns for pipeline management keywords | [Name] | $3,000 |
3-part nurture sequence to existing leads | [Name] | $500 | |
Blog | 2 thought leadership posts + landing page | [Name] | $1,000 |
Webinar | Live demo with customer speaker | [Name] | $1,500 |
Total Budget
Total campaign budget: $11,000. Approval required from [Approver Name] before spend begins.
Timeline
Phase | Activities | Dates |
|---|---|---|
Planning | Brief approval, creative development | Week 1–2 |
Pre-Launch | Asset creation, landing page live, ad setup | Week 3 |
Launch | Ads go live, email sequence starts, blog published | Week 4 |
Optimization | Monitor performance, A/B test, adjust spend | Week 5–6 |
Wrap-Up | Report results, retrospective | Week 7 |
Success Metrics
Metric | Target | How to Measure |
|---|---|---|
Leads Generated | [X] | CRM / Marketing automation |
Cost Per Lead | <$[X] | Total spend / leads |
Click-Through Rate | >[X]% | Ad platform analytics |
Trial Signups | [X] | Product analytics |
Pipeline Influenced | $[X] | CRM attribution |
Approvals
Brief reviewed by marketing lead
Budget approved by [Approver]
Creative assets approved by brand team
Landing page reviewed and QA’d
Final go/no-go decision made
About this template
Kick off every marketing campaign with clarity and alignment. This brief covers campaign objectives, target audience, channel strategy, budget allocation, timeline, and success metrics. Share it with stakeholders to get buy-in before execution begins.
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