Every company spends a considerable budget on ads and promotions to effectively reach its target audience. However, companies refer to a marketing brief before these initiatives get passed. A defined and thorough plan helps a project run efficiently before starting the campaign.

What is a marketing brief?

A marketing brief refers to a document outlining a marketing campaign so all stakeholders will have similar information while working on the project. It helps marketing teams plan creative strategies and keep executives and other parties involved informed. The brief has deadlines and client information in one section for easy access. Also, the marketing campaign brief prevents businesses and teams from working individually.

What should be included in a marketing brief?

When writing an excellent marketing campaign brief, businesses must consider a few essential things.

  • Project details. The basic project details include the project name, brand, timelines for each project stage, and its final due date. It might also be beneficial to have the author of the marketing brief, the approver, and the person requesting the work.
  • Channels. This includes the platforms where you place your marketing campaign. If you're using landing pages, indicate them early to save time.
  • Budget. The campaign can only proceed with a budget. Ensure to specify it in your marketing campaign brief. You don't want to go back and forth since the budget is too little to achieve your project goal.
  • Product details. The data you place here are additional details that may be useful to sell the brand effectively. This can include unique features of the product.
  • Commercial context. Identify the business opportunities, goals, and the problem your product aims to solve when writing the marketing campaign brief. Here, you can also include competitive statistics, commercial history, or market dynamics.
  • Audience information. This refers to the group of people your project is trying to reach.
  • Desired response from the target audience. Identify the specific action your company wants from the target audience.
  • Insight into your target audience. Ensure to determine what your audience is thinking as they use your product.
  • Brand guidelines. Build your brand's consistency, ensuring you position your brand logo, color, and images accordingly.
  • Measurable results. Remember to include the metrics to measure the project's success in your marketing campaign brief.

How to write a marketing brief?

  1. Identify the project's purpose. In the marketing campaign brief, you must state what the business aims to fulfill with the campaign.
  2. Gather insights from team members. It won't be advisable to develop the marketing campaign brief alone. You can get feedback from other departments and stakeholders for a more diverse document.
  3. Set goals. The goals in the marketing campaign brief must be specific and clear. They can also be challenging but attainable.
  4. Determine the target audience. This lets you develop initiatives and strategies effectively.
  5. Provide an outline of the marketing strategy. You can discuss the overall tone and theme of the campaign, channels, and media for publicity.
  6. List all the deliverables. These include the project stages and tasks needed to complete the project.
  7. Remember to confirm the budget. There must be budget estimates for every section of the campaign.

FAQs about marketing brief

What is the purpose of marketing briefs?

A marketing campaign brief is a blueprint that presents an in-depth overview of a marketing initiative's goals, concepts, and details.

What is the difference between a marketing brief and a creative brief?

A marketing campaign brief is broader as it covers more complex organizational goals like driving sales and increasing brand awareness. Meanwhile, a creative brief focuses on project-specific objectives.