Campaign Brief:

Campaign Name (Template)

Instructions: (keep this link) Find instructions at

Overview

campaign Objective / Start on… / End on… / Status
Campaign Objective Goes Here / MM/DD/YYYY / MM/DD/YYYY / Planning: Incomplete

Audience

Descriptor(s) / Campaign-Specifics
Is this a private or public campaign? / Private or Public
List(s) / Donors, Volunteers, Board, Prospects, etc.
Individual Persona(s) / Retired Volunteer, Business Exec, College Student, etc.
Age Range / Min. / Max.
Location(s) / U.S., Region, City, or Any
Behavior(s) (e.g. Blogger, Inactive Donor) / --
Organization Persona(s) / Small Humane Societies, LocalCoffee Shops, etc.
Network(s) / Chamber of Commerce Members, etc.
Other Details / --

Key Messages

Campaigns should have no more than three (3) key messages, unless it extends beyond the typical timeframe of one (1) month. These key messages can (and often should) be communicated in different ways. In this given campaign, the key messages to be shared include:

  • Key Message One
  • Key Message Two
  • Key Message Three

Key Performance Indicators (KPIs)

Highlight the primary Key Performance Indicator row in green below, a maximum of two (2). The other rows with information will be considered additional, though less important, KPIs. Tip: Only pick a handful of secondary KPIs and delete any that don’t relate directly to the stated campaign goals.

KPI / BaseLINE / Target / Stretch / Actual
Sample Primary Metric / 1,000 / 1,200 / 1,250
Website and Content
Visits
Unique Visitors
Bounce Rate
Pageviews (site or pg)
Time on Site
Source: Search
Source: Referral
Source: Social Media
Conversion Rate
Shares
CTR
Site Response Time (ms)
brand and Loyalty
New RSS Subscribers (T+F+RSS)
Net New Twitter Followers
Net New Facebook Likes
Brand Mentions
Net Promoter Score
Churn
New Inbound Links
business development
Partner Growth
Affiliate Growth
Affiliate Rev. Growth
Donation Revenue
Donations
Total Donors
Net New Donors
Total Donors
revenue
Gross Revenue
Rev. Per Transaction
Revenue Per Account
Rev. Per 100 Uniques

General Dependencies or Requirements

If there are any dependencies or requirements related to this campaign, such as a release being required before publication or a partnership’s contract being finalized, please note such dependencies below:

Dependency or Requirement / Owner(s) / ETA
-- / -- / --

Campaign Questions

Should you have any questions about this specific Campaign Brief or about this template’s general purpose and guidelines, please contact [POC Name] at .

Campaign Brief:

Mobile Site Launch (Sample CAMPAIGN)

Overview

campaign Objective / Start on… / End on… / Status
E.g. Increase mobile traffic and demonstrate improved user experience on mobile devices / MM/DD/YYYY / MM/DD/YYYY / Incomplete

Audience

Descriptor(s) / Campaign-Specifics
Is this a private or public campaign? / Public
List(s) / Volunteers, Partners & Donors
Individual Persona(s) / Older executive (reluctant tech user), College student (early adopter)
Age Range / Min. 18 / Max. 65
Behavior(s) / Smartphone Owners

Key Messages

Campaigns should have no more than three (3) key messages, unless it extends beyond the typical timeframe of one (1) month. These key messages can (and often should) be communicated in different ways. In this given campaign, the key messages to be shared include:

  • Get early access: Volunteer to beta test our new mobile site
  • Shhhh…mobile site sneak peaks
  • We’ve launched a mobile friendly version of our website

Key Performance Indicators (KPIs)

Highlight the primary Key Performance Indicator row below, a maximum of two (2). The other rows with information will be considered additional, though less important, KPIs.

KPI / BaseLINE / Target / Stretch / ACTUAL
Visits (Mobile) / 560 / 1000 / 1110
Website and Content
Bounce Rate (Mobile) / 80% / 60% / 55%
Pageviews/visit (Mobile) / 1.2 / 1.8 / 1.95
Time on Site (Mobile) / 0:01:00 / 00:02:00 / 00:02:15
Donations
Net New Donors (mobile) / 5/week / 25/wk / 30/wk
Donation Completion Rate (Mobile) / 66% / 90% / 96%
Total Mobile Revenue / $211/wk / $800/wk / $947

General Dependencies or Requirements

If there are any dependencies or requirements related to this campaign, such as a release being required before publication or a partnership’s contract being finalized, please note such dependencies below:

Dependency or Requirement / Owner(s) / ETA
Completion of Beta Version / John / 09/10/2012
Mobile Help & FAQ Content Published / Susan / 09/20/2012

Campaign Questions

Should you have any questions about this specific Campaign Brief or about this template’s general purpose and guidelines, please contact Joe Schmoe at .

Template Questions

Should you have any questions about how to use this and other planning documents, please ask them in the comments on