Marketing Brief Example

Land and Expand

[Client Name Hidden] Creative Brief

Prepared ##/##/####

 

Scope + Philosophy

What we’ll do, why we’re doing it, and how we’ll know if we’re successful.

​

Marketing will support a soft launch of [product] in European markets, with a focus on developing a GTM strategy that lowers the barrier to entry for our customers globally. The campaigns will be designed to test and optimize, using a “Land and Expand” customer engagement strategy with tactics that easily demonstrate the value of our platform. 

​

This campaign will target EMEA [target group] through coordinated communication, including PR, web content, organic and promoted social posts, and more. To accommodate the European summer holiday season, the campaign will be executed in two phases, April-July and Sept-Dec.

 

Our objectives will be to help generate leads by…

​

• Testing the land and expand approach in EMEA markets first, establishing engagement baselines in social and email channels.

• Building and launching new global GTM campaigns based on winning EMEA creative and messaging tests.

• Developing brand awareness materials that provide demonstrable air cover for sales.
   

As measures of success, we will…

​

• Capture at least 3 relevant customer leads by the end of Q2

• Triple relevant customer leads by end of Q3

• Help secure 3 initial Sales engagements with by end of Q3
   

Audiences

• [Group] in European markets: EMEA Region

• C-Suite titles and Director+ in Operations, Finance, Network and Engineering
   

Timeline
PHASE 1 - Brand Awareness, Proof of Concept

These are the items we’ll use to test lead generation and entry points into the sales funnel + roles, responsibilities.
 

Proof of Concept Channels: Web, Social, Earned Media, Email
 

Early Deliverables
 

• Organic social media campaign

• Thought leader content

• Paid social media campaign

• Press release 1

• Energy savings article

• Email nurture campaign

• Video series highlighting use cases

• Improved use case dashboards

• Sales presentation

• Email campaign

• Email remarketing campaign

• Conference & speaking engagement content

 

Roles / Resources Required

 

• Marketing [ Person ] : Media and messaging strategies, email builds and campaign management, testing management and reporting, lead management and optimization, social campaign and community management, website interlinking strategy, sales material personalization

 

• Copywriting [ Person ] : Brand and product manifestos, content pillars, social media campaigns, use case web pages, landing pages, testimonial content, case study sales material, email copy
   

• UX/UI Dev Team [ Person ] : Website, UI style guide, use case dashboards, use case product guide

 

• Design: [ Person ] : web art and UI styleguide, social graphics, email design, sales deck and case study templates
   

• Campaign Manager [ Person ] : social media targeting, reporting
   

• Video Production [ Person ] : Value prop video series, initial + refresh

 

• PR & Earned Media [ Person ] : press target list, event target list, rapid response plan / management, press releases,byline article(s), media pitches and campaign management

 

Tentative Kickoff Timeline 

Week 1

• Media Planning finalized (PR + Social)

• Manifesto first draft review

• Answer open Q’s on category, customer report capabilities

• Marketing brief first draft review

 

Week 2

• Marketing brief, Manifesto approved

• PR & earned media plan approved

• Social creative first draft review

• Category naming brainstorm

• Develop website refresh plan

 

Week 3

• Early social creative finalized (organic, paid)

• PR story-mining session with leadership

• Category naming finalized

• UI improvements

• Landing page design

 

Week 4

• Early social creative launch (organic, paid)

 

PHASE 2 - Ramp Lead Generation

These are the items we’ll use to continue building new leads and help existing leads progress in sales funnel + roles, responsibilities.

​

Lead Channels: Web, Email, Social, Earned Media, Email, Events

​

Deliverables

​

• Landing pages

• Optimize organic social media campaign

• Optimize paid social media campaign

• Optimize email nurture campaign

• Press release 2

• Email remarketing campaign

• Lead gen case study content

• Sales case study content

• Thought leadership bylines, blogs, event panels

 

Roles / Resources Required

 

• Marketing Director [ Person ] : Media and messaging strategies, email builds and campaign management, testing management and reporting, lead management and optimization, social campaign and community management, sales material personalization

 

• Copywriting [ Person ] : social media campaigns, use case web pages, landing pages, testimonial content, case study sales material, email copy

 

• Design [ Person ] : social graphics, email design, sales deck and case study templates
   

• Campaign Manager [ Person ] - social media targeting, reporting
   

• Video Production [ Person ] : Value prop video series, initial + refresh

 

• PR & Earned Media [ Person ] : press target list, event target list, rapid response plan / management, press releases, byline article(s), media pitches and campaign management

 

Tentative Kickoff Timeline 

 

Week 1

• Reporting reviews completed

• Optimization creative kickoffs

 

Week 2

• Optimization first draft reviews

• PR story-mining session with leadership

• Event listbuilding begins

Week 3

• Optimization final draft approvals

• PR and byline article first draft reviews

• Event pitch first draft reviews

 

Week 4

• Optimization campaigns launch

• PR and byline article approved

• Event pitches approved

 

Week 5

• Press release 2 launch

• Event pitches launch
   

Messaging + Value Props

These are the content pillars and messaging themes we’ll focus on across our collateral. 

​

Use Case 1 - Energy Savings

What if you could save massive amounts of energy while still improving network performance?

 

Miro Board View

 

Problem Summary: It takes more and more energy for mobile operator networks to improve speed and performance for customers, and that energy consumption is costly. Carrier executives might not even really know this is a solve-able problem.

Solution / Stat: Operators with [product] are using 40% less energy without impacting customer experience. 

 

Rough CTA: We’ll run you a real-time energy savings report using your current performance data. It offers a look at the real energy savings you’ll see if you purchase this software, and it’s free.

​

Use Case 2 - Performance Benchmarking

What if you could pinpoint and fix performance issues without drive testing, before performance benchmarking reports are run? 

 

Miro Board View

Problem Summary 1: Drive testing is expensive, antiquated, and doesn’t offer cell or service-specific data. How do operator networks really know where to focus any fix investments?

 

Solution / Stat 1: {Product] can tell you exactly where your network is underperforming to throughput, down to the specific tow, from voice to gamer and cell. No drive testing needed.

 

Problem Summary 2: Coming up short in 3rd party benchmarking reports can destroy a [target brand’s] reputation and marketing ability.   

 

Solution / Stat 2: Fix issues ahead of 3rd party benchmarking reports so you have an edge on the competition. 

 

Rough CTA: We’ll run you a real-time benchmark report using your actual performance data. It offers a look at the performance specifics you’ll see if you purchase this software, and it’s free. 

​

Use Case 3 - CapEx Control / Audit

What if you had only a set amount of money, but could make it go much further?

​

Miro Board View

​

Problem Summary: Expense control makes prioritizing fixes tricky. [Target brand] budgets may be missing out on massive ROI potential without even knowing it.

Solution Stat 1: Double the improvements you can make for the money by pairing [product] software with your hardware. In 2023, operators treated 1,100 underperforming sites for the same amount of money it would have taken to treat 600 sites with hardware alone - nearly double the impact of your dollars.

 

Solution Stat 2: [Product] audits forecast to help you see the impact of capacity expansions, so you can make investments when and where you really need them.

 

Rough CTA: We’ll run you a real-time expense audit using your actual performance data. It offers a look at savings you’ll see if you purchase the software and recommend the most optimal uses for your dollars.

​

Past Campaign Examples + Stats

These are existing pieces to use as guidelines and help us create a cohesive brand experience.  

Early PR/Marketing efforts were run for air cover / brand awareness: 
 

• Press Release and outreach

• Organic social

• Paid social​​​