Build a campaign brief in Microsoft Viva Amplify
Building a campaign brief helps establish the basic guidelines of your campaign. The brief is a durable asset that acts as a reference for anyone to get up to speed quickly on what the campaign is about while immersing everyone in the campaign’s core priorities to creates a culture of engaged campaign members focused on achieving a common goal. The brief is where the campaign objectives and key messages come together in one central place, enabling campaign managers to communicate what they hope to achieve. Briefs are also equally important internally to help corporate communicators gain alignment across different stakeholders and establish the purpose and scope of a campaign.
Tip: The campaign brief is intended to be a living document that guides and complements the work of the campaign team as they build the campaign. Make sure to keep the brief up to date as the campaign progresses. To share your campaign brief with others, simply invite them to the campaign.
When should I use a campaign brief?
When you get a new idea for a campaign, it can be tempting to charge ahead without laying down the foundation first. However, building a campaign requires a clear plan and defined objectives before the work begins. Use the Viva Amplify campaign brief template as a starting point when you want to take a proactive and structured approach when building your campaign to achieve your desired outcome. A campaign brief should help guide your thought process as you map out what your campaign will look like, who the campaign is for, and what success will look like. It is also recommended to create a brief if you’re building a large campaign or are working with multiple stakeholders.
Steps to build a campaign brief
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Create a Microsoft Viva Amplify Campaign.
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On the campaign landing page, select the Campaign brief tab located on the navigation bar or select the Campaign brief action card to get started.
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Compose your objective(s) in the blank canvas provided. Add one or more campaign objectives as needed. Objectives are the first components of a campaign strategy that describe the main outcome(s) you want your campaign to achieve for your organization.
Objective details typically include a title and a description.
Examples of campaign objectives
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Raise $100,000 for a specific charity
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Increase employee participation by 30% for a specific volunteering event
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Build awareness for an upcoming product launch
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Once you've filled out the campaign objectives, save your changes. You can also choose to discard any changes as needed.
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To make more changes, select Edit to open the canvas in edit mode. Make sure to save your changes.
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Compose your key message(s) in the blank canvas provided. A key message is the main idea a communicator wishes to spread through a campaign. It serves as a guideline for what a communicator wants their stakeholder group or audience to hear, understand, and remember. A key message can also ask the audience to take specific actions.
Key messages typically include-
Title of the key message
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Description
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Tone
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An overview of the audience this key message is targeted towards
Note: If you have multiple audiences, ensure you tailor your key message to each individual group.
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Once you've filled out key messages, save your changes. You can also choose to discard your changes as needed.
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For any additional changes, select Edit to to open the canvas in edit mode. Make sure to save your changes.
Formatting an objective or key message in the campaign brief
You have several options for objectives and key messages.
As soon as you land on the campaign brief template and start composing your campaign objectives and key messages, formatting options will be available to you. In this expanded view, select the text you want to format, then choose to bold, underline, italicize, or strikethrough the text.
Additional formatting options support bulleted or numbered lists and adding an external or internal link.
Writing guidance
Once your campaign brief has been saved, your campaign members can use it as a reference when writing their campaign publications. The campaign objectives and key message will display in the authoring writing guidance panel. This panel will help authors stay focused on the campaign goals and tailor the content to effectively achieve these aims.
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