campaign-brief

A campaign brief defines campaign scope, business objective, One Metric That Matters (OMTM), target audience, core message, and channel plan. It solves the problem of misaligned cross-functional teams by providing a single source of truth before execution.

A pre-launch campaign brief should include a campaign header with owner and budget, a measurable objective with the One Metric That Matters (OMTM) and 2-3 supporting metrics, target audience, core messaging with a call to action, and a prioritized channel plan timeline.

To define a single metric that matters (OMTM) for a seasonal campaign, establish one primary measurable business objective, then identify 2-3 supporting metrics. This focused approach prioritizes the most critical success criteria for the marketing team.

Yes, this campaign brief framework works for feature announcements and promotions. It is suitable for any pre-launch marketing campaign where cross-functional teams need structured alignment on target audience, messaging, metrics, and channel execution.

The best way to structure a channel plan in a marketing brief is to outline prioritized channels alongside a rough launch timeline. This coordinates execution by establishing where the campaign messaging will deploy and when.

Yes, you can use a structured brief without a finalized budget. The campaign header captures budget to establish scope, but the framework's core value lies in aligning the objective, OMTM, audience, messaging, and channel plan before execution.