SayPro Campaign Brief

SayPro Employee Document Requirement: Campaign Brief

Document Name:

Campaign Brief

Required From:

Employees involved in digital marketing, advertising strategy, media planning, or campaign execution. This includes, but is not limited to:

• Marketing Managers
• Digital Advertising Specialists
• Media Planners
• Account Executives
• Brand Managers

Purpose of the Document:

The Campaign Brief serves as the foundational blueprint for all digital advertising campaigns at SayPro. It ensures that all team members and stakeholders have a shared understanding of the campaign’s strategic intent, executional parameters, and expected results. This document is essential for aligning creative, media, and performance teams, and it provides clarity and direction throughout the campaign lifecycle.

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Mandatory Components of the Campaign Brief:

1. Campaign Overview:
   • Campaign title and theme
   • Type of campaign (e.g., awareness, lead generation, product launch)
   • Background and rationale for the campaign
2. Goals and Objectives:
   • Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) objectives
   • Short-term vs. long-term goals
   • Alignment with SayPro’s business goals or department KPIs
3. Target Audience:
   • Demographic and psychographic profile
   • Geographic regions
   • Behavioral insights and user personas
   • Key customer pain points and motivators
4. Core Messaging and Creative Direction:
   • Central message and tone of voice
   • Key value propositions and differentiators
   • Mandatory taglines, slogans, or branded phrases
   • Visual identity and branding alignment
5. Key Performance Indicators (KPIs):
   • Metrics to track performance (e.g., CTR, conversion rate, CPA, ROI, impressions, reach)
   • Benchmark data or past campaign performance (if available)
   • Reporting frequency and responsible analysts
6. Media and Channel Plan:
   • Platforms to be used (e.g., Facebook, Google Ads, LinkedIn, YouTube)
   • Media mix and budget allocation per channel
   • Paid vs. organic strategies
   • Influencer or affiliate integrations (if applicable)
7. Budget and Resource Allocation:
   • Overall budget and breakdown by activity
   • Internal and external resource assignments
   • Partner agencies or freelancers involved
8. Timeline and Milestones:
   • Campaign launch and end dates
   • Key phases (planning, production, testing, go-live)
   • Approval deadlines
9. Compliance and Legal Considerations:
   • Disclaimers, copyright permissions, data privacy compliance
   • Local advertising regulations (if applicable)
10. Risks and Mitigation Strategies:
    • Anticipated challenges or bottlenecks
    • Contingency plans and backup resources

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Submission Guidelines:

• Deadline: Must be submitted at least four (4) weeks before the planned campaign launch date.
• Format: PDF or editable document (Word/Google Docs) using the official SayPro Campaign Brief Template.
• Approval Chain:
  1. Marketing Lead
  2. Head of Strategy
  3. Chief Marketing Officer