What Clients Should Include in a Marketing Project Brief

Write the business context

Explain what your company sells, who the customer is, where the campaign will run, and what problem you want solved. Context helps marketers recommend the right channel and prevents generic proposals.

Define deliverables clearly

List exact deliverables: ad copies, creatives, landing page audit, SEO keyword research, lead generation setup, social media calendar, analytics report, or campaign management. Mention quantity, format, review rounds, and deadlines.

Add success metrics

Useful metrics include leads, conversion rate, cost per lead, traffic quality, engagement rate, ranking movement, sales calls booked, or revenue tracked. The metric should match your actual business objective.