# 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.

> [!info]
> **Fictional example.** Tally and its campaign are invented. This shows the shape of what the *Campaign brief* recipe turns loose ideas into.

|  |  |
| --- | --- |
| 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.

## The open choice

<!-- onecell:block {"type":"decision","title":"Lead with the referral offer, or with the videos?","status":"proposed","context":"Referrals brought 40% of new accounts last quarter, but the offer depends on a billing change that isn't finished. The videos are ready.","decision":"Launch with the videos on 1 October and add the referral offer in week two, once billing is live.","consequences":"A slower first week, but no launch that depends on unfinished work."} -->
**Decision: Lead with the referral offer, or with the videos?** (proposed)
**Context:** Referrals brought 40% of new accounts last quarter, but the offer depends on a billing change that isn't finished. The videos are ready.
**Decision:** Launch with the videos on 1 October and add the referral offer in week two, once billing is live.
**Consequences:** A slower first week, but no launch that depends on unfinished work.