Sample campaign brief: Get paid before Friday
A fictional result of the Campaign brief recipe: objective, audience, message, formats, what we won't say, risks, and the main choice as a proposed decision.
| Objective | 800 new paying accounts in October, from freelancers who invoice at least twice a month |
| Audience | Freelance designers and developers who chase late payments by hand |
| Message | Send the invoice. Tally does the chasing. |
| Formats | Three short videos, a newsletter feature, a landing page, and a referral offer |
| Budget | £12,000, most of it on video |
What we won't say
- That clients always pay on time with Tally. Reminders help; they don't guarantee.
- Anything about Ledgerly by name.
Risks
- October is busy for freelancers; the videos must work with the sound off.
- The referral offer needs the billing change to ship first.