SayPro Campaign Brief Template

To document the campaign goals, target audience, KPIs, and creative direction.

SayPro Campaign Brief Template

Campaign Name:
(Enter the name of the campaign here)

Campaign ID/Reference Number (if applicable):
(Provide a reference number for tracking purposes)

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1. Campaign Overview

• Campaign Objective:
  (Briefly describe the main goal of the campaign. What are you trying to achieve? Examples: Increase brand awareness, generate leads, boost product sales, etc.)
• Campaign Duration:
  _(Start date) to (End date)
• Campaign Type:
  (Select one or more types: Awareness, Conversion, Engagement, Lead Generation, etc.)

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2. Target Audience

• Primary Audience:
  (Describe the main target audience. Include demographic details such as age, gender, income level, geographic location, etc.)
• Secondary Audience (if applicable):
  (Describe any secondary target groups. Consider behavioral, psychographic, or other defining characteristics.)
• Audience Insights:
  (What are the key characteristics, pain points, or motivations of the audience? Use data or past experience to support this.)
• Persona(s):
  (If available, include a link or brief overview of audience personas that represent your target demographic.)

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3. Campaign Goals

• Primary Goal(s):
  (Define the key goals of the campaign, i.e., what do you hope to achieve by the end of the campaign? Example: “Increase website traffic by 30%.”)
• Secondary Goal(s):
  (Include any additional objectives that would also benefit the overall campaign, such as gaining social media followers or improving customer engagement.)

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4. Key Performance Indicators (KPIs)

• KPIs to Measure Success:
  (List the key metrics that will be tracked to measure the success of the campaign. Example KPIs could include:
  • Impressions
  • Click-through rate (CTR)
  • Conversion rate
  • Cost per acquisition (CPA)
  • Return on ad spend (ROAS)
  • Leads generated
  • Engagement rate)
• Benchmarks and Targets:
  (Define the specific targets for each KPI. For example: “Achieve a CTR of 3%” or “Reduce CPA to $15.” These targets should be based on previous data or industry standards.)

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5. Creative Direction

• Ad Copy:
  (Outline the key messaging or themes for the ad copy. What tone should be used? Formal, informal, fun, authoritative?)
  • Example: “Highlight the product benefits in a customer-centric way.”
• Visuals and Design:
  (Describe any specific visual elements, such as color schemes, imagery, logo placement, etc.)
  • Example: “Use bright colors that align with our brand identity. Include product images and a clear call-to-action button.”
• Call to Action (CTA):
  (What action do you want the audience to take? Example: “Shop now,” “Learn more,” “Sign up for a demo”)
• Tone and Voice:
  (Define the tone of the messaging—should it be humorous, educational, persuasive, etc.?)
• Ad Format:
  (Specify the type of ad (e.g., static image, carousel, video, slideshow) and any specific formatting requirements for each platform.)

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6. Advertising Platforms

• Platform(s) to Use:
  (List the platforms where the campaign will run, such as: Google Ads, Facebook, Instagram, LinkedIn, YouTube, etc.)
• Ad Placements:
  (Specify if there are any particular placements for the ads within each platform, like news feed, stories, search ads, etc.)
• Budget Allocation by Platform:
  (Outline how the campaign budget will be allocated across the platforms. For example: “60% of budget to Facebook, 30% to Google Ads, 10% to Instagram Stories.”)

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7. Campaign Timeline

• Pre-Launch:
  (Define tasks or milestones leading up to the campaign launch. Example: “Finalize ad copy by [date], approve creative assets by [date], etc.”)
• Launch Date:
  (The date when the campaign will go live.)
• Mid-Campaign Review:
  (If applicable, include dates for performance reviews or optimization efforts.)
• End Date:
  (Date when the campaign will conclude.)
• Post-Campaign Review:
  (Define the date when post-campaign analysis and reporting will take place.)

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8. Budget Overview

• Total Campaign Budget:
  (State the total amount allocated for the campaign.)
• Budget Breakdown:
  (Provide a detailed breakdown of how the budget is allocated, including:
  • Creative costs: (e.g., design, copywriting, video production)
  • Ad spend: (e.g., amount for each platform)
  • Additional costs: (e.g., influencer fees, licensing, tracking tools) _)

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9. Success Criteria

• Desired Outcome:
  (Define the ultimate success of the campaign. What does success look like in terms of business impact? For example: “Increase sales by 20%” or “Generate 1,000 new leads.”)
• Post-Campaign Actions:
  (Specify any follow-up actions required after the campaign ends. This could include email follow-ups, retargeting, lead nurturing, etc.)

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10. Approval and Sign-Off

• Approved By:
  (List the team members or stakeholders who need to approve the campaign brief.)
• Approval Date:
  (Include the date when the campaign brief was approved by all necessary parties.)

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Notes & Additional Comments

(Use this section for any other important information that wasn’t covered elsewhere in the brief.)

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Conclusion

The Campaign Brief Template serves as a comprehensive guide to ensuring all elements of a campaign are planned out and agreed upon before execution. By filling out this template, SayPro ensures that every campaign is aligned with business goals, well-targeted, creatively directed, and measured effectively against KPIs. This document helps streamline communication between teams, reduces ambiguity, and enhances the likelihood of a campaign’s success.