Planning worksheet
The digital campaign brief
Ten questions to settle before the campaign starts: who it is for, what it offers, where it leads and how you will know it worked.
One9Six / Working notes
A brief that can be implemented
Give every campaign a measurement contract as well as a creative brief. Define the action, reporting source and decision it will support. A lead count is incomplete without a qualification rule. A purchase count is incomplete without a value and cancellation basis.
| Focus | Record | Practical check |
|---|---|---|
| Business objective | Desired change, audience and timeframe | Distinguish commercial outcome from platform delivery metrics |
| Conversion contract | Event, value, deduplication and approved source material | Test before launch and document known measurement gaps |
| Operating rules | Budget, approvals, review date and change authority | Define who can pause spend and what evidence triggers a change |
Apply this to your next project
- Attach landing page and creative specifications rather than leaving them implicit.
- Use a baseline from a comparable period with stated limitations.
- Record production, media and measurement dependencies in the launch schedule.
Make it practical
A useful place
to start.
Use this guide with the colleagues involved in the work. Note what you know, what needs checking and who will take the next step.
Download PDF- What business result should the campaign support? Define a specific change, owner and timeframe.
- Who is the priority audience? Describe their situation, motivation and decision context.
- What should that audience do next? Choose a clear primary action.
- Why should they choose this offer? State the proposition and the evidence behind it.
- Which channels fit the audience and task? Give each channel a defined role.
- Where will the campaign send people? Check the landing page, message and next step.
- What creative and written content is needed? List formats, language, owners and approvals.
- What is the budget and schedule? Include production, media, review and dependencies.
- What will you measure? Define the baseline, conversion events and reporting source.
- What will trigger a change? Agree the review date and criteria for stopping, adapting or scaling.