T66 Campaign brief handoff
Campaign brief handoff
The brief for Larkspur Cycles' spring launch campaign, with the decisions, audience notes, prior results and approved terms behind it, so the work returns against the same brief. Owned by Ruth Adeyemi, fractional CMO at Lantern Row Advisory, for the Larkspur creative partner and Tessa Lund's marketing team. Status as of October 1, 2026.
Objective. Make the commuter range the first e-bike that commuters consider this spring, and send them to book a test ride at an independent dealer or order on the web store.
Sample template: the firm, people, clients and figures are fictional.
Live example from the Dashboards app, shown with Larkspur Cycles' demo data. Block dates move forward each week, so they can differ from the sample dates on this page.
Audience notes
Who. Riders who want to replace car or transit trips with an e-bike they can rely on every day. They compare running cost and reliability before style.
What to lead with. Reliability and cost per trip, then a test ride, then the nearest dealer.
Proof available. Last spring's results in the collapse at the end of this page. Product claims only from the published specification sheet.
Do not say. Any range or battery claim that is not on the specification sheet, and any discount language.
Who. Weekend and day-trip riders who buy for comfort and distance.
What to lead with. Comfort and day-trip confidence, shown after the commuter range, never ahead of it.
Do not say. The same claims rules apply. Nothing here may outrank the commuter message.
Who. Independent dealers who stock Larkspur bikes and report orders each week.
What they need. Ready-to-use launch material, clear contact points and clear terms.
Do not show. Any dealer discount or offer until Tessa Lund supplies the approved dealer terms.
Decisions behind the brief
Two decisions are attached because they shape what the creative partner may and may not do. Two items are listed as open so nobody treats them as settled.
| Decision | Decided by | Date | What it means for the work | Status |
|---|---|---|---|---|
| Lead the launch with the commuter range | Tessa Lund | Aug 10 | The commuter range is the hero; touring appears second | |
| Use a dealer email sequence as a launch channel | Tessa Lund | Sep 7 | The brief asks for dealer-ready email copy and photo placeholders | |
| Dealer offer terms | Tessa Lund | Due Oct 9 | No dealer offer appears in any concept until the terms are supplied | |
| Dealer co-marketing budget for next year | Tessa Lund | After the January review | Concepts must not assume more spend than is approved today |
Terms
Approved and safe to use
Product claims taken from the published specification sheet. List prices as published on the web store. The invitation to book a test ride at an independent dealer, with no purchase needed. The Larkspur brand voice guide: plain, confident, no hype.
Not approved, do not use in any concept
The dealer discount named in the first draft of this brief. Larkspur had not approved it, and Ruth removed it before this version. Also not approved: any percent-off language to consumers, any financing offer, and any claim beyond the specification sheet.
Missing: approved dealer offer terms
Tessa Lund supplies the approved dealer terms by Friday, Oct 9. Ruth will not hand over a brief with this gap, so every day the terms are late moves the Oct 12 handoff and the Nov 6 first concepts by a day. If the terms are still missing on Oct 12, Ruth tells the creative partner the new date the same day.
What Larkspur supplies
| Item | Status | Owner | Due |
|---|---|---|---|
| Logo pack and brand voice guide | Tessa Lund | Done | |
| Published specification sheet | Tessa Lund | Done | |
| Approved dealer offer terms | Tessa Lund | Oct 9 | |
| Product photo set | Larkspur product team | Oct 8 |
The photo request is the one the dealer email sequence has waited on for 24 days. Until photos arrive, the creative partner works from labelled placeholders and does not invent product imagery.
What comes back
How the work is reviewed
Every delivery is checked line by line against this brief, not against a recollection of a call. Feedback is written against the line it concerns.
Who is on this brief
Prior results behind the brief
Last spring's launch and the two spring tests, sample figures for this template.
| Measure | Result |
|---|---|
| Web store orders, six-week launch window | 1,040 |
| Dealer orders, same window | 296 |
| Email orders within 7 days of a click | 318 |
| Commuter models, share of web store orders | 61 percent |
| Dealer co-marketing cost per order, test 1 and test 2 | $118 and $127 |
| Paid social cost per order, same weeks | $155 and $171 |
Dealer co-marketing cost less per order in both tests. Two tests are a small base, so the brief treats this as a direction, not a rule. September's paid social trend is not used, because the tracking changed on Sep 12.
How to use this template
Write one brief per campaign. Attach the decisions behind it, list approved and unapproved terms separately, and hand it over only when every required term is in.
| Variable | Meaning | Required |
|---|---|---|
{{campaign.name}} | Campaign the brief is for | Required |
{{brief.objective}} | One-line objective for the work | Required |
{{decision.rows}} | Decisions behind the brief, with who decided, date and effect | Required |
{{terms.approved}} | Terms, claims and offers the client has approved | Required |
{{terms.unapproved}} | Offers or claims that must not be used, with the reason | Optional |
{{brief.handoff_date}} | Date the brief goes to the creative partner | Required |
If a required value is missing, show Needs review in its place and hold the brief; never fill it with a guess. If the decision record is unavailable, show Unavailable instead of the decisions table.
The live Dashboards blocks on this page show the Larkspur Cycles demo profile. Point each block at your own client's profile, or remove it, before you share the page.