§ 1.2.1 · A1–A4 · typically two weeks · per campaign
What this is
The concept, channel plan, asset list, and timeline for one bounded initiative. A product launch, an event, a webinar, a fundraising push, a service line rollout—anything with a start, an end, and a thing you are trying to make happen.What we need from you
A conversation of about an hour, and one decision before it: what would make this campaign a success, stated as a number? Not “more awareness.” Fifty qualified demo requests by the end of Q3, or 300 registrations, or $40,000 raised. We will help you set the number if you do not have one, and we will push back if it is not measurable with the tools you already have. A campaign whose success is defined afterward is a campaign nobody can learn from. We also need to know your real constraints early. The date that cannot move, the budget ceiling, the approval that takes two weeks, the executive who will want to change the headline the day before launch. Constraints named at the start shape a plan. Discovered at the end, they break one.What you will have
A brief of 1,000 to 2,000 words, opening with a summary an executive can read in 30 seconds. It names the objective and how it will be measured, the audience including who you are deliberately not talking to, the one idea the campaign must plant, the channels in order and at what emphasis, every asset the campaign requires with an owner and a due date, the timeline with its dependencies, any spend or production cost, the assumptions the plan rests on, and what gets reviewed after it ends.How long it takes
About two weeks from the conversation to an approved brief. Execution of the assets the brief names is scoped and tracked separately, so you can approve the plan before committing to the build.What this is not
Not a twelve-month plan—that is the go-to-market plan. Not ongoing channel management, which lives in Chapter 3. We do not build or run paid media campaigns ourselves. Where a campaign calls for paid, we develop the creative and the message and hand off to a paid specialist, with that cost shown separately.Next: § 1.3 Visual identity
Making what the brand says and how it looks the same claim.