Goal: To provide a high-level overview of the client’s business and to provide a marketing guideline for the campaign strategy.

Ideal Outcome: Your performance team understands what the client’s business does and its target audience.

Prerequisites or requirements: You should have completed the kick-off call with the client and made sure they filled in the onboarding questionnaire.

Why this is important: To shorten the performance team’s learning curve of the client’s business and for them to start strategizing the ad campaign.

Where this is done: Email, Google Docs.

When this is done: Right after client onboarding.

Who does this: The account or project manager.

• How to Fill in This Brief

All the information in this brief is acquired through the onboarding call and the client onboarding questionnaire.

During the onboarding call, you should get a clear understanding of the client’s goal, budget, and scope of work required to execute a successful campaign for them.

The onboarding questionnaire should then provide you further insights into the client’s business, products, and current online marketing efforts to help you fill out the rest of the campaign brief.

Project Brief

PROJECT TITLE

CLIENT’S DETAILS

PROJECT OVERVIEW (Goals, Biggest Challenges,, Target ROAS)

BUDGET

SCOPE OF WORK

PROJECT DURATION

PRODUCT DETAILS

MARKETING PAGES

TARGET AUDIENCE

Persona 1

Persona 2

Persona 3

COMPETITIVE ANALYSIS 

MARKETING OBJECTIVES

• Brand awareness & reach

• Traffic

• Lead generation

• Engagement

• App installs

• Sales & Conversions

AD TYPES TO BE USED

• Image

• Video 

• Video Poll

• Carousel

• Slideshow Collection

• Lead

• Dynamic

• Messenger

• Stories

• Instagram

CREATIVE DIRECTION