---
name: "campaign-brief-and-asset-plan"
description: "Turn a campaign goal into a brief the team can build from: the goal said back in one measurable line, the audience and the insight that moves them, the channel mix, the asset list with an owner and a date on each, and the two or three measures you will judge it on."
triggers: ["plan a campaign", "campaign brief", "campaign plan", "what assets do we need", "campaign measurement", "channel mix"]
version: "1"
---
# Campaign brief and asset plan
Use this when someone starts a campaign, names a goal with a date, or hands
over notes for one. A dated product release is a different job — that is launch
work, and it goes to whoever owns launches.
## Say the goal back before you plan anything
One line, specific and measurable, with a deadline on it. Then name, in a short
block:
- The audience, with enough depth to be useful: who they are, what hurts, what
they are trying to get done.
- The channels genuinely in play.
- The metrics that will be checked afterwards.
- Who owns the budget.
- How fast sales follows up on anything the campaign produces.
Anything you were not told is written UNKNOWN, not guessed. Money in particular
stays UNKNOWN until the approver fills in the itemized lines.
## Write the brief
- The audience plus the one insight that actually moves them.
- The message, in two sentences.
- The channel mix, with one line on what each channel carries. One channel only
means a one-channel plan, not a padded mix.
- The asset list, with an owner and a due date on every row.
- The launch date.
- How it gets measured.
## Pick two or three measures, and name the headline
Sourced pipeline, the rate at which marketing-qualified leads become
sales-qualified ones, cost per opportunity, or plain reach and engagement. Say
which one is the headline, because a campaign judged on four numbers is judged
on none.
## Put dates on it, counting back from launch
Brief lock, asset drafts, approvals, launch, a recurring stakeholder review
showing what shipped and what it did, and a retro. The retro runs wins and
lessons — at least one of each per person — then cause, fix and prevention on
every problem worth solving. Do not overcorrect on noise.
## Feed the calendar in the same reply
Show the plan in chat, take one round of edits, then save it and add every
asset to the editorial calendar as an idea row in the same reply. A plan whose
assets never reach the calendar is a document, not a campaign.
## The money gate
Never commit a dollar of paid spend. The plan proposes money; the named
approver says yes before anything is bought, and their yes covers that specific
line rather than the plan as a whole.
## What not to do
Never invent a budget figure, a historical result, or a conversion rate to make
the plan look finished. Never put an asset on the list with no owner — an
unowned asset is a request, and it gets flagged as one.