This document outlines a campaign brief for communication agencies. The campaign will promote a solution or product to achieve specific marketing objectives like creating awareness, changing perceptions, driving deployment, or generating leads. The brief defines the target audiences, key messages, tasks for different agencies, timing of activities, and sign-offs required from stakeholders. The overall goal is to move audiences from initial awareness to engagement and eventual end actions after the campaign.

1. 1
Campaign Brief for Communication Agencies
Campaign name
Author
Background – Activity
What solution/product are we
goingto promote by this
campaign?
Why do we needthis campaign?
Marketing Objectives
Objectives
Chooseone or twoobjectives
(one objective is preferred)
Primary
Creating awareness& ChangingPerception
Driving Deployment
BuildingCommunities & Relationships
GeneratingLeads
OptimizingOpportunities
Readying Partners
Comment:
Secondary
Creating awareness& ChangingPerception
Driving Deployment
BuildingCommunities & Relationships
GeneratingLeads
OptimizingOpportunities
Readying Partners
Campaign Targets Raw Impressions
DeliveredImpressions
Initial Response
End Actions
MQPs
Opportunities
Win
Cost Per End Action,$
ROMI
Customer’s Experience Path ATL BTL
Initial Involvement
Creatingawareness& Changing
Perception
Paid Search Banners on MS.COM
Bannersoff-MS.COM Press Outdoor
Radio DVDs TV
Other
Online directmail-newsletters PR
Offlinedirect mail ViralMarketing
Sponsorship Activities in blogs
Other
Engagement: LandingPage-URL www.
Engagement: End Actions
Choosemin 1 andmax 5 End
Actions (one EndAction per
campaign is preferred)
Event -Webcast
Free Event (live) – with filledquestionnaire
Paid Event (live) – with filledquestionnaire
Partner Offer
InitiateSales Contact– Email
InitiateSales Contact– Click toChat
InitiateSales Contact– Click toCall
MarketingCollateral– Kit
MarketingCollateral– On-DemandVideo
MarketingCollateral-WhitePaper
Online Training
Product Offer (discount)
Product Offer (free)
Profile Update
Scripted Demo
SoftwareTrial
SoftwareUpdate/Upgrade
Subscription – MS Program
Subscription – Newsletter
Virtual Lab/Hands-On Demo
Other
Demand Generation Following up by Telesales/ Account Managers
Following up by Partners
Automatic follow up (proposing to buy online)
Target Audience(s)
Target Groups Primary
BDM
Developers
Elites
ITPro
ITDMs
Information Workers
Influencers
Internal Microsoft
Consumers, Other individuals_____
Sales andmarketingreps(Channel)
Secondary
BDM
Developers
Elites
ITPro
ITDMs
Information Workers
Influencers
Internal Microsoft
Consumers, Other individuals_____
Sales andmarketingreps(Channel)
Segment EPG
Public
Depth
%
%
%
Breadth
Mass market
%
%
Titles/positions of our TA.
TA Description,their needs
Competition -what arethe
available offers for our target
group in themarket?
What is theattitude of the target

2. 2
group today, BEFOREcampaign?
What do we wantthemto feel/do
AFTER the campaign?
What is theCUSTOMER’S
INISGHT (key thought, pain point
or expectation) wereply to? Use
customer language.
Message
KEY MESSAGE (ONE sentence) –
it has to be answer tocustomer’s
pain /need.Thinkbenefit, not
feature, that is our uniquepoint of
difference
Reasons To Believe Providemost
relevant persuasive and clear proof
points for the message
Agency Tasks
ForMedia Agency Developing media strategy
Developing list ofwords for paid search
Media Buying
Other
ForCreative/Digital Agency Developing trough-the-lineidea
Adaptation of internationalmaterials
Developing advertisingmaterials for developed media mix
Developing landingpage
Developing list ofwords for paid search
Other
For Event Agency Organizing Event
Other
Timing
Brief meetingwith agencies
Contactreport(s)
LaunchingLandingPage
Campaign starts
Campaign ends
Post Campaign Report
Agenciesevaluation
Synergies
Are there other activitieswe
should consider for increasing
efficiency?
Other activitiesfor the sametarget group?
Globalcampaigns?
Externalevents?
Partner involvement?
Others?
Other/ Considerations
Signs
Mandatory Owner (name, date)
Campaign Manager (name,date)
Media Agency (title, name,date)
Creative/Digital Agency (agency, title, name,date)
Event Agency (agency,title, name,date)
Mandatory for Campaign with
online part
Web Lead –date
Mandatory forCampaign with
PR
PR and CommunicationsDirector –date
Mandatory forGA,
for local - involvement defined
by Owner/Campaign Manager
Ad Lead –date