Marketing Campaign Brief Builder

Your campaign’s objective will vary with your current therapy practice needs. Common objectives include:

• Promoting a new service or therapeutic approach to your existing clients.
• Testing new messaging for an existing therapeutic service with your audience.
• Reaching new audiences in new market segments with your existing offerings.
• Bringing data-driven clarity to what is working in your marketing, and what is not.
• Nurturing existing clients with exclusive content.

A campaign is a standalone project that improves or revises your ongoing marketing. Practices often run several at once, each with its own objective.

Campaigns have a specific timeframe, which distinguishes them from ongoing marketing efforts. Your timeline will have a start and end date, with key milestones where completion drives the start of the next series of tasks.

For new practices, it’s helpful to run short “sprints” of campaigns to quickly test messaging or audience engagement before spending too much. It’s best to use a task or project management tool for monitoring the campaign timeline.

This section outlines who you intend to target among your existing or prospective customer base, including any segmentation criteria like geographic locations, job titles, industries, age ranges, lifestyle choices, or topics and interests.

Your messaging for a campaign should be tested using different sales copy, visual designs, formats, and call-to-action language.

Focus on your value offer as part of this campaign and remember the business goals you have in mind (i.e., better engagement, better quality leads, or visibility into a new market).

On visual identity: while all materials need to follow consistent brand guidelines, campaigns that involve new launches, message testing, or customer nurturing usually include a unique visual identity that distinguishes the campaign from your general marketing.

These are the communication channels through which your messaging and campaign visuals will be distributed. Common examples include the following:

• Organic social media
• Paid social media (boosted posts)
• Optimized blog posts
• YouTube video promotion
• E-newsletter to existing subscriber list
• Pay-per-click Google display and text ads
• Sponsored email banner ad in partner publication
• Podcast guest speaker episode

Remember that your campaign goals should track back to overarching marketing or practice goals. Examples of campaign goals include:

• Generate 5 weekly inquiries from net new prospective clients.
• Improve website traffic by 50% month-over-month.
• Transition referral traffic sources from paid channels to organic channels by 40% in Q3.

Keep in mind that all performance from a campaign should be monitored regularly. Campaigns with limited budgets or short timelines should be reviewed more frequently than long-running initiatives.

Examples of campaign performance tracking metrics include:

• Weekly or monthly improvements in the number of new consults booked through a campaign-built landing page.
• Changes in overall engagement with social media content that promotes the campaign’s visual assets.
• Statistically supported comparisons between two tested audience groups.

At the end of the campaign, you want to be able to answer the question(s) you had when entering the campaign.

Identify the immediate steps to get started, gather revisions, stakeholder input, and final approval.

On files: keeping a well-organized folder system and updated tasks in a project or task management tool will save significant time and prevent you from starting over. Automate where possible.