Seven questions to answer before you create a campaign

A campaign brief is a small set of decisions that keeps your message, creative work and next step connected. You do not need a long presentation. You need enough clarity for another person to understand what you are asking customers to do, and why they might care.

Write one or two sentences for each question below. If an answer is unknown, mark it as something to check. An honest blank is more useful than a confident guess.

A worked example: an Amman florist

Ward El Hara is a fictional florist used for practice. Its offer and operating arrangements below are invented teaching examples, not facts about a real business.

1. What is the one action we want? Choose an observable next step. “Build awareness and increase sales” is too broad for this brief. Ward El Hara wants people to send an enquiry about a birthday bouquet for the coming week. A completed order is the later business outcome.

2. Who is this campaign for? Describe a useful situation, not everyone who could buy. The florist chooses people in Amman arranging a birthday gift for someone nearby. It does not assume their age, income or interests without evidence.

3. What makes the decision difficult? Write down the customer's likely question, then treat it as a hypothesis to check. Here: “Can I choose something thoughtful without spending all evening comparing bouquets?” Real enquiries could confirm or challenge that idea.

4. What exactly are we offering? The practice offer is a choice of three birthday bouquet styles, with an optional gift note. A real campaign would need confirmed prices, availability, delivery areas, fees and order cutoffs. Keep those details marked “confirm” until the business owner checks them.

5. What evidence can support the message? List what actually exists: current product photographs, a clear explanation of the ordering process, or permission to use a real customer comment. Our fictional florist would need to create or confirm these assets. Do not invent reviews or call the service “Amman's favourite.”

6. Where will the message appear, and what happens next? For this exercise, choose one social post leading to an enquiry conversation. Draft: “Planning a birthday gift? Explore three bouquet styles and ask us about availability for your date.” Someone must own the reply and confirm the order details; the post alone is not the full customer journey.

7. What will we review, and when? Set a review date and count unique enquiries, suitable enquiries and completed orders separately. Record common questions and unanswered messages too. If paid promotion is added, agree on a spending cap before launch. The example supplies a structure, not a promised performance target.

Before you create anything

• Check that the audience, offer and requested action fit together.
• Replace unsupported claims with evidence or a task to gather it.
• Confirm who approves the message and who answers enquiries.
• Resolve missing operational details before publishing.
• Save the brief with a date so later changes remain visible.

Printable worksheet

SEVEN-QUESTION CAMPAIGN BRIEF
Business / campaign:
Owner / date / version:

1. One action we want:
2. Audience and buying situation:
3. Customer question or difficulty:
4. Offer, price and practical limits:
5. Evidence we can actually use:
6. Channel, message and next step:
7. Measures, spending cap and review date:

Unknowns to confirm:
Person responsible for each unknown:
Enquiry reply owner:
Approval before publication:
One sentence describing the whole campaign: