A one-page campaign brief

The brief

Copy these prompts into your working document and keep each answer short.

1. Business objective: What needs to change?
2. Audience: Whose behaviour are we trying to influence?
3. Insight: What is true about their current situation?
4. Single-minded message: What is the one idea they should remember?
5. Proof: Why should they believe it?
6. Action: What exactly should they do next?
7. Channels: Where can the idea meet them with the right context?
8. Measurement: Which signal would show meaningful progress?

The discipline

If the brief cannot fit on one page, the decision-making probably is not finished. Add detail in supporting documents; keep the strategic core easy for everyone to see.

Frequently asked questions

Questions, answered

Who should approve a campaign brief?

The person accountable for the business objective and the lead responsible for delivery should agree on the audience, message, action and measurement before production begins.

Can this brief be used for a website landing page?

Yes. Add the target search intent, primary conversion event, required proof and the pages that should link to and from the landing page.

Need a website that earns attention and enquiries?

Turn your expertise into a site people—and search systems—understand.

Brands Essential combines website strategy, design, development, SEO and answer-engine readiness into one focused build.

Discuss your website ↗Email us directly