Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.

1. Whatever the campaign type -
a good brief is one of the key
success factors.
How To Create
a Campaign Brief

2. • As an agency that deals with every type of customer within almost
every sector, from small accountancy firms to suppliers of
healthcare services and global insurers, we appreciate the value of a
clear and compelling brief.
• Whether you are briefing an internal team, or an external agency,
whatever the campaign type ‐ email, advertising, or indeed
telemarketing ‐ a good brief is one of the most important success
factors.
Introduction
How To Create
a Campaign Brief

3. Inspire, Motivate, Build Confidence
• The purpose of the brief is not simply to communicate clear
instructions and expectations but to enable others to stand in your
shoes, understand your brand, your products and their benefits, and
be inspired by your proposition.
• The brief needs to find a balance between practical information and
collateral, solid references to substantiate your proposition, and
compelling insight that will motivate and inspire those you are
briefing and give them confidence in your message and proposition.
How To Create
a Campaign Brief

4. Be clear in your own mind
Writing a brief has many benefits…..
• It is a useful discipline, which forces the writer to solidify their
own thoughts on exactly what they are trying to achieve and
why, and what will define the success of the campaign.
• Being clear on these factors up front will save time and effort
later on and ensure cost effective use of your resources.
How To Create
a Campaign Brief

5. Don’t make assumptions - avoid Jargon
• If you have been working in your sector for some time and live
and breathe your products, features and benefits, it is easy to
fall into the trap of assuming others know more than they do.
• When writing your brief, make no assumptions, avoid industry
jargon, acronyms and technical language or, at least, make
sure these are clearly defined.
How To Create
a Campaign Brief

6. Less is more - be concise
• It is easy to fall into the trap of information overload, providing a lengthy and
elaborate brief with layers of information to reinforce your point. In reality,
your point is likely to be buried and lost under those layers. The goal is to be
clear and concise ie ‘brief’.
• It will pay dividends to put your time and energy into refining your message
and trimming unnecessary information rather than into the length of your
text. As a result, your brief will clearly communicate the key messages and
objectives, and any additional information can always be discussed and
clarified at a face to face briefing.
How To Create
a Campaign Brief

7. Template - Key Elements
• Creating a concise and compelling brief can take time but that
should not equate to a lengthy document.
• A simple template or checklist is a very useful tool in finding the
right balance between the level of information and clarity of
message.
Here is our recommended template and key elements.
How To Create
a Campaign Brief

8. Key elements - Background
Company, Customers, Competition
• Company - when founded, size, location, services and products. Aside from
company facts, what is the personality of your brand, your brand values, and
how you want to be perceived?
• Customers - who are your key customers, size, geography, sectors?
• Competitors - who are your main competitors and how do their products
compare? What is unique about your product/proposition - what makes you
different and why?
How To Create
a Campaign Brief

9. Key elements - Objectives
What problem are you trying to solve?
With this background information in mind, what objectives are you
trying to achieve?
• increased market share or turnover?
• enhancing the strength of the brand?
• increased penetration of existing markets?
• new business from emerging markets?
How To Create
a Campaign Brief

10. Key elements - Measurement
SMART Objectives
• It is important to be use SMART objectives so you can define and measure
success. What results should the campaign deliver and what are the
success criteria - number of leads, opportunities, or sales?
• A smarter, more measureable objective for new business would, for example,
be: The campaign will attract ten new customers from the pharmaceutical
sector by the end of May.
• Or for market penetration: The campaign will generate 20 leads from new
departments within existing companies by the end of May.
How To Create
a Campaign Brief

11. Key elements - Audience
Who are you trying to reach – companies, sectors, job titles?
• Tone of Voice - Given your audience, how do you want to communicate with
them, what sort of language or tone is appropriate?
• Media - How will you reach and engage with these people - what events do
they attend, what do they read, what associations do they belong to?
• Data Specification - Being clear on your audience is important not only as
part of the brief but defining your target audience will provide the
specification for sourcing your data or selecting segments to target within
your database.
How To Create
a Campaign Brief

12. Key elements - Proposition/Key Messages
• Key messages/benefits - what problem are you trying to solve, how will you
do this and why is your solution unique?
• Perception - what is the audience’s current perceptions, and how do you
want that to change?
• Substantiation - why should they believe you?
• Include supporting information - literature, case studies, testimonials,
research and insight.
• Visual graphics are a good way to convey a point.
• Call to Action - what do your want your audience to do?
How To Create
a Campaign Brief

13. Key Elements - Constraints
These are the practical considerations that need to be taken into
account in the delivery of the campaign
• Budget - is this realistic?
• Timescales - how long should the campaign run, when do you
need to see results?
• Contact Information - who is involved/what responsibilities?
• Other activities - is this part of an integrated campaign, what other
activities relate to the campaign, are partners involved?
How To Create
a Campaign Brief

14. Tailor the template to your needs
• There are many templates and formats available to suit different
requirements and campaign types, so it is worth looking around to find the
most appropriate for your needs.
• For telemarketing campaigns, for example, where sharing data is an
important factor, we have a section within our brief to cover data
management, and another which hones in on business pain points and open
questions because our agents all apply solution selling methodology.
• The main point is that the template should not be rigid but adapted across
campaigns according to needs.
How To Create
a Campaign Brief

15. And Finally
Face to Face is equally important……
Whilst working to a written template provides clarity and structure, it is always
beneficial to have a face to face briefing to reinforce understanding and provide
clarification where needed.
How To Create
a Campaign Brief

16. Established in 1990 and based on the
Brighton sea front, The Telemarketing
Company is the UK's leading specialist
outbound B2B telemarketing agency,
with a robust research offering.
For further information on our services:
01273 765000
info@ttmc.co.uk
www.ttmc.co.uk
26-27 Regency Square
Brighton, East Sussex, BN1 2FH
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