Plan, organize, and align every aspect of your marketing campaign in one visual workspace. This campaign brief template helps teams define objectives, KPIs, target audiences, key messages, creative direction, distribution channels, deliverables, budgets, timelines, and compliance requirements. By bringing strategy, execution, and stakeholder expectations together in a structured mind map, you can streamline campaign planning, improve collaboration, and ensure every campaign launches with clarity and consistency. This template helps marketing teams plan, organize, and manage campaigns from strategy to execution. It provides a structured framework for defining campaign objectives, KPIs, target audiences, key messages, creative direction, distribution channels, deliverables, budgets, and compliance requirements. By using this template, you can improve team alignment, streamline collaboration, and ensure every campaign is executed with clarity, consistency, and measurable results. This is your Campaign Brief. Add the channels you don't pay for or control: Add the channels you control: Click each paid channel you're running. Each becomes a sub-branch. Select the deliverable types you need for this campaign (or add your own) and provide specific details: Who needs to review before launch? If the campaign makes sustainability or ESG claims, list them here. Most are subject to specific legal review. Accessibility standards that every asset must meet. Industry-specific regulatory copy. Financial disclaimers, healthcare disclosures, GDPR, CCPA, age restrictions, etc. Add brand assets and statements every campaign must include. Add specific claims, statements, or copy that every asset must include. Internal lead and external contact. Internal lead and external contact. Add sources of inspiration. They can be links, images, videos, examples of: Add 3–5 notes that guide how the copy and visuals should be created, including style, tone, mood, and visual approach. Add 3 to 5 directional statements that the work should embody. Not rules. Add details as: Add anything every asset must carry: Add any messages or information that should not be included or should be avoided Add any messages or information that should not be included or should be avoided Add the tone you want this campaign to have: Add 3 or 4 messages that back up the key message. Write the key message of the campaign in 6 to 12 words Where is this audience in the funnel? Where does this audience actually spend professional time and attention? What do they believe now, and what do we want them to believe after? What do they believe now? we want them to believe Y What do we want them to believe after? What 3 to 5 real pains does this audience have? Is there a second audience this campaign needs to speak to? Is there a second audience this campaign needs to speak to? Who is this campaign for? Describe briefly what triggers a pivot, often missing from briefs Describe briefly what 'we hit it' looks like Choose the measurement options: Add up to 3 secondary KPIs that support the primary KPIs + target numbers for each. Select one primary KPI (Key Performance Indicators) from each category and then add target number for each: Explain the WHY. Write in one sentence: what do we want this campaign to achieve? Add the approved total budget Write a summarised description. Select the current status of this campaign: Add the campaign's duration Add the name here Select the campaign type: 思维导图可以帮助你集思广益，建立概念之间的关系，组织和产生想法。 然而，思维导图模板提供了一种更容易上手的方法，因为它们是包含特定主题信息和指导说明的框架。从本质上讲，思维导图模板确保了将特定主题的所有元素结合在一起的结构，并可作为个人思维导图的起点。思维导图模板是一种资源，可为创建特定主题的思维导图提供实用的解决方案，无论是用于商业还是教育。 Mindomo 为你带来智能思维导图模板，让你毫不费力地运作和思考。 您可以从Mindomo的商业或教育账户中选择各种思维导图模板，也可以从头开始创建自己的思维导图模板。任何思维导图都可以转化为思维导图模板，只需在其中一个主题上添加进一步的指导说明即可。Campaign Brief Template
关于此模板
Campaign Brief Template
Campaign name
Share it with collaborators to work together and edit it in real time.
You can add your company's logoDistribution Channels
Earned
Owned
Paid
Deliverables
Mandatories & Compliance Checklist
Approval gates
You can link or upload relevant files
Click on the green checkmark to confirm completion:
Or click here if not applicable: final reviewer
Sustainability / ESG claims
You can link or upload relevant files
Click on the green checkmark to confirm completion:
Or click here if not applicable: add any sustainability or ESG claims being made
Accessibility requirements
You can link or upload relevant files
Click on the green checkmark to confirm completion:
Or click here if not applicable: Regulatory text
You can link or upload relevant files
Click on the green checkmark to confirm completion:
Or click here if not applicable: add regulatory copy or links to it
Brand mandatories
You can link or upload relevant files
Click on the green checkmark to confirm completion:
Or click here if not applicable: Required claims
You can link or upload relevant files
Click on the green checkmark to confirm completion:
Or click here if not applicable: add the claims every asset must carry
Core Message & Creative Strategy
Design owner
Or click here if not applicable: name + agency contact
Inspiration & references
example
Creative guidelines
add indication 3
add indication 2
These should inspire the work, not restrict it.add indication 1
Visual direction
add details
Use links and images alongside words.
Link to brand guidelines here too.Mandatories
Or click here if not applicable: Anti-messaging
Or click here if not applicable: add anti message
Tone of voice
tone notes
Supporting messages
Key message
the one idea (6 to 12 words)
Target Audience
Funnel stage
Where they spend time
Audience insight
they believe X
Audience pain points
pain point 3
pain point 2
pain point 1
Use their words.Secondary audience
Or click here if not applicable: Primary audience
Be specific: persona, ICP segment, job function, company stage.
Campaign Objectives & KPIs
Definition of failure
Definition of success
add text
How we'll measure
Secondary KPIs + target numbers
Click to add (B2B KPI):
Click to add (B2C KPI):
Click to add (awareness KPI):
Or click here if not applicable: Primary KPI + target number
Click to add (B2B KPI):
Click to add (B2C KPI):
Click to add (awareness KPI): Why now
It can be one of the following:Primary objective
what we want this campaign to achieve?
Overall details
Total budget
amount
One-line description
the campaign in a sentence
Status
Date range
start date ➡️ end date
Campaign lead
name
Campaign type
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