Campaign Brief — Quantum RLV

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This brief sets out a new campaign for an existing client so the team is aligned on the objective, audience, offer, channels, destination and how we will measure success. Please be as specific as you can. Not every field will be relevant, so feel free to leave anything blank or mark it N/A.

Client	Campaign	Campaign owner (Fluro)	Client contact

Objective in one line	Start date	End date	Total budget

Media budget	Status

Output requirements

Confirming this up front keeps scope and turnaround clear from the start.

Which output is required for this campaign?

Option A: Campaign approach, channel plans and tactics, and a campaign media plan Delivered in Google Sheets. Turnaround: 10 business days from brief, not including approvals or set-up time. Option B: Campaign strategy with research, competitor audit, channel plans and media plans Delivered in PowerPoint or Canva. Turnaround: 2.5 weeks, not including approvals or set-up time.

01 Background and Context

What is prompting this campaign?

What has changed since we last briefed work for this client?

What does this campaign need to achieve that business as usual does not?

02 Objectives and KPIs

What is the single primary objective of this campaign?

Not yet confirmed by the client. Internally we're framing this as a test: can digital advertising influence and generate leads from this audience? Please confirm whether the goal is leads, sales of specific products/services, or brand awareness.

What are the measurable KPIs and targets?

In B2B, the person who engages with the ad is often not the person who completes the transaction, so expect impressions, clicks and consideration metrics to matter alongside any leads, especially early on. Give numbers and the period they apply to if known.

What is the secondary objective, if any?

03 Audience

Based on the Allied Health Professional persona Quantum's Justin Cavenagh supplied via Rita on 2 September 2026.

Audience	Trigger	Need state	What they might search for	Channels / sources

Who is this campaign for, and who is the priority if budget is tight?

Are we using any first-party data or existing lists?

CRM segments, past enquirers, customer lists, retargeting pools, lookalikes, and whether the data can be activated.

Who are we deliberately excluding?

04 Offer and Key Message

What is the offer or proposition?

What is the single key message we want to land?

What proof or reasons to believe support it?

Which specific competitors are we up against for this campaign, and how do we want to be positioned against them?

Is there a promotional mechanic, deadline or urgency driver?

05 Channels and Approach

Which channels are in scope and what role does each play?

This is Fluro's call to make rather than a question for the client — included here for visibility.

Is this always-on activity or a burst?

To be shaped by the client's key dates (see Timing) and by how much runway is needed to move through awareness, consideration and lead generation, since this is Quantum's first B2B campaign with no historical data to build from.

Are there specific competitors we want to target or defend against?

06 Creative and Content

What creative and content is already available?

What creative is coming, and in what formats?

When will each asset be delivered?

What brand guidelines, tone or mandatories should the creative follow?

07 Landing Page and Tracking

Where does this campaign send people?

Has the destination been built yet?

Does it need to be tagged up before launch?

Confirm what tracking must be in place: GA4 events, Google Tag Manager, LinkedIn Insight Tag, conversion actions, call tracking, campaign UTMs. Note who owns implementation and whether Fluro has access.

What counts as a conversion on the page, and is that event currently firing?

Ties back to the open question in Objectives and KPIs — whether Quantum is after leads, sales of specific products, or awareness.

Are there any page speed, mobile, consent or compliance issues that could hurt conversion?

08 Timing and Key Dates

What is the launch date and end date?

Rather than asking how long you'd like the campaign to run, we'd like to know any key dates or deadlines you're planning around, and when you'd ideally like to be in market. We'll recommend a duration long enough to move through awareness, consideration and lead generation, since this is a new audience for Quantum with no historical data to build from.

What are the key milestones and dependencies?

Are there fixed external dates the campaign must hit?

Event, sale, seasonal peak. We're also checking whether occupational therapists are typically less reachable over the December/January holiday period.

09 Budget and Media

What is the total budget, and how is it split?

Quantum has not yet provided a budget for this campaign. An indicative monthly or total figure will help us size the test appropriately. (Media spend only, separate from Fluro's fees.)

Is the budget fixed or flexible, and can it shift between channels in-flight?

Is there a target CPA, ROAS or cost ceiling that governs spend?

10 Measurement and Reporting

How will we judge whether the campaign worked?

Ties back to the objective in section 02, once that's confirmed.

What is the reporting cadence and format, and who receives it?

What attribution or measurement approach applies?

Platform data, GA4, blended. Tracking will need to be set up from scratch given this is a new audience/campaign type for Quantum.

What would make this campaign a clear success, and what is the minimum acceptable result?

11 Approvals and Stakeholders

Who signs off the brief, the creative, and the go-live?

Justin Cavenagh appears to be the primary decision-maker at Quantum. Please confirm who signs off the brief, creative and go-live on Quantum's side.

Who are the day-to-day contacts on both sides, and what are approval turnarounds?

Once this brief is confirmed we will build the campaign plan, set up tracking, and share timings for sign-off before launch.

Fluro Digital