Strategy Brief B01

Campaign / Communication Brief

The field set to lock in audience, message, offer, and KPI before copy or creative production starts.

01

Duplicate This Field Set

Business priority.
Commercial objective.
Audience/segment.
Lifecycle state.
Desired customer behavior.
Primary barrier/need.
Why now.
Message role.
Primary promise/value.
Supporting point.
Proof.
CTA.
Urgency/scarcity basis if any.
Offer needed? Yes/No.
Offer Ladder level.
Eligibility/exclusions.
Channel roles.
Window/frequency.
Suppressions/collision priority.
Post-action journey.
Primary KPI.
Learning question.
Copy owner.
Creative owner.
Build owner.
QA owner.
Approver.

80% Rule

02

Make It Yours

Complete the brief from your approved lifecycle and segmentation logic before copy, creative or platform build begins.

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Strategy Brief#B02

Automation Build Brief

Documents an automation's trigger, logic, and exit rules well enough that no one needs to open the platform flow builder to understand what it does.

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Strategy Brief#B03

Offer Strategy & Economics Brief

Forces the math — margin impact, cannibalization, and expected lift — before any incentive gets approved.

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Strategy Brief#B04

Journey Map Brief

Turns a journey map into a decision model: trigger, friction, company action, and KPI at each stage.

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