Templates · Sales & marketing
Campaign brief template
Objective, audience, message, channels and budget
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Filled example
The template filled in for a made-up company, so you can see what good looks like.
Lumen Labs Q4 "Runbooks that run" campaign
Owner: Aisha Mensah · Date: 2026-09-18
Objective
Generate $420,000 in qualified pipeline from mid-market SRE teams by December 15, using the new incident runbook feature as the hook.
Audience
Platform and SRE leads at 200 to 1,000 person software companies who run their own on-call rotation, already use PagerDuty or Opsgenie, and keep runbooks in Confluence. They are tired of stale pages at 2 a.m. and have budget authority up to $50,000.
Key message & proof points
- Message: Runbooks that live next to the alert stay correct, because they get fixed during the incident instead of after it.
- Proof points:
- Edited-during-incident runbooks are 71% accurate after six months, against 23% for the rest (our analysis of 1,400 runbooks).
- Northwind cut mean time to resolve by 34% in one quarter (approved case study).
- Two-click import from Confluence, shown in a 90 second demo video.
Channels
| Channel |
Tactic |
Owner |
Budget |
| Paid LinkedIn |
Retarget SRE job titles with the accuracy chart |
Ben |
$18,000 |
| Webinar |
"The 2 a.m. runbook" with Northwind's SRE lead |
Aisha |
$4,000 |
| Newsletter |
Feature in October and November issues |
Clara |
$0 |
| SDR outbound |
Sequence to 600 named accounts |
Ravi |
$6,000 |
| Conference |
SREcon booth and a lightning talk |
Aisha |
$14,000 |
Timeline
| Milestone |
Date |
| Brief locked |
2026-09-25 |
| Assets ready |
2026-10-09 |
| Launch |
2026-10-14 |
| Wrap / retro |
2026-12-18 |
KPIs
| Metric |
Target |
Baseline (last campaign) |
Source |
| Qualified leads |
280 |
190 |
HubSpot MQL report |
| Lead to opportunity |
18% |
14% |
Salesforce |
| Webinar registrants |
450 |
310 |
Zoom |
| Cost per lead |
$150 |
$205 |
Finance export |
Creative requirements
- LinkedIn: 1200x627 static plus a 15 second cut of the demo video
- Webinar landing page and three reminder emails
- Booth backdrop 3m x 2.4m, using the new dark brand palette
- No customer logos except Northwind, which has signed off
Approvals
The template
Show the blank template
Campaign brief
Owner: [your name] · Date: [date]
Objective
One sentence, one measurable outcome. A campaign that chases two goals usually hits neither.
Audience
Specific enough to write to one person. "Everyone" produces copy that resonates with no one.
Key message & proof points
The one thing we want remembered, backed by evidence a skeptical prospect would accept.
Channels
Where budget and effort actually go. Cut anything without an owner attached.
| Channel |
Tactic |
Owner |
Budget |
|
|
|
|
Timeline
Key dates from kickoff to wrap. A campaign with no end date never gets a retro.
| Milestone |
Date |
| Brief locked |
|
| Assets ready |
|
| Launch |
|
| Wrap / retro |
|
KPIs
What "worked" means, decided before launch. Deciding it after invites moving the goalposts. Replace the zeros with targets.
| Metric |
Target |
Baseline (last campaign) |
Source |
|
|
|
|
Creative requirements
Formats, sizes, brand constraints the creative team needs up front, not discovered in review.
Approvals
Who signs off before this goes live: legal/brand/leadership as applicable.
Questions
- How long should a brief be?
- One to two pages; if it needs more, the campaign is probably two campaigns
- When are KPI targets set?
- Before launch, in this doc, so the retro measures against what was agreed
- Who approves it?
- The budget owner, plus brand and legal when the copy makes claims
Fill it with your agent
Connect Claude to reph over MCP, then paste this. The draft arrives as suggestions you accept or reject section by section. How to connect Claude.
Find my reph doc "Campaign brief" with search_docs, then read it with read_doc. Draft objective, audience, message and KPI targets from the linked launch or product brief, last quarter's campaign results and the positioning doc. Size targets from past conversion rates and say which rate you used. File it with suggest_edit, one replace_section op per section (heading line kept) so each can be accepted alone. Ask each open question (budget, proof points, legal review needs) with add_comment quoting that section's heading line, then call request_review with a one-line summary.
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