# CAMPAIGN_BRIEF.md ## 1. Mandate, Audience, and Definition of Done **Outcome.** If this campaign works, marketing operations managers at mid-market B2B companies who currently stitch together spreadsheets and a legacy BI tool submit a qualified demo request for the new analytics product instead of ignoring outreach. The stated objective metric — 500 qualified demo requests — moves from 0 toward 500 over the 10-week window ending at fiscal quarter close, within the funded-limited ~$40,000 budget. **Stakeholders.** Copywriter (ad/email/landing page copy), Designer (visual assets, landing page layout), Media buyer (LinkedIn and email campaign setup, spend management, pilot reads), Producer (this brief's owner, coordinates the above and reports blockers). A named Creative approver and a named Legal/Compliance approver are required but were not supplied (see R6). The objective owner — whoever is judged on the 500-demo number — was not named in the inputs and should be confirmed alongside R6. **Requirements table** | ID | Requirement | Source | |---|---|---| | R1 | Deliver 500 qualified demo requests within the 10-week window before fiscal quarter close | Supplied | | R2 | Reach marketing operations managers at mid-market B2B companies who currently use spreadsheets and a legacy BI tool instead of responding to outreach | Supplied | | R3 | Operate within a funded-limited budget of ~$40,000 | Supplied | | R4 | Reuse the existing case study and 2 customer testimonial videos from last quarter's launch wherever they fit | Supplied | | R5 | No comparison claims against the named legacy BI vendor without their explicit written consent | Supplied (hard constraint) | | R6 | Named creative approver and named legal/compliance approver | Gap — not supplied; required before any Section 12 row can be signed | | R7 | Definition of a "qualified" demo request (ICP-fit criteria, required form fields, verification step) | Gap — not supplied; required before the lead form and CRM count can be finalized | | R8 | Confirmation that the existing case study and testimonial video subjects match the mid-market marketing-ops segment | Gap — not supplied; tied to `<VALIDATE: asset-audience-fit>` | **Explicit exclusions.** This brief does not authorize: display retargeting, webinar production, new testimonial video shoots, purchased third-party contact lists, organic-only substitution for paid spend, or any comparison claim — direct or implied — against the legacy BI vendor by name or by feature. **Solution shape.** Data-driven and gated by pilot results: channel mix, budget allocation between LinkedIn and email, and the decision to commit full-budget spend (owned by Media buyer and Producer). Creative judgment, gated by legal/mandatory review rather than data alone: the single most important message, tone, and visual direction (owned by Copywriter and Designer). **Completion criteria** - 500 qualified demo requests recorded in the CRM/lead-tracking system by the end of week 10, against the agreed R7 definition, at or under the blended CPA implied by the $40,000 budget. - Every required mandatory from Section 4 present on every shipped asset, confirmed by the Section 9 legal/mandatory-compliance pass. - Zero comparison claims against the legacy BI vendor in any published asset, confirmed by the same pass. - Every spend-critical Section 7 item either resolved or explicitly still blocking spend before Action AP5 (full-budget commitment) is marked approved. - A Section 13 completion report filed with actual spend, actual results, and a PASS/FAIL/NOT RUN/BLOCKED status for every Section 9 check. This brief document alone is **not** completion. Completion requires the evidence described in Section 13. ## 2. Producer Instructions ``` Produce this campaign against the real market and real audience, not a simulation of them. Review current brand guidelines and any prior campaign assets first. Reuse any asset that already fits this brief instead of rebuilding it. Resolve every <VALIDATE> item using current channel data, real audience feedback, or an approved test — not internal guesswork. Produce actual creative assets and a tracked media plan; do not stop at a brief document. Run the creative test defined in Section 9, read the actual results, and revise before committing full media spend. Stop running an unchanged underperforming asset; report a concrete blocker when progress needs budget, legal sign-off, or data outside your authority. Do not ship an asset missing a required mandatory, invented performance numbers, or a claim that was not fact-checked. Continue low-spend production work while a spend-critical validation is pending. Commit media spend or publish creative only within approved authority. Report progress using actual campaign data, and clearly separate draft, tested, and live-spend status for each asset. Operational defaults (file-naming conventions, internal review cadence, small-test budget size) may be chosen and documented autonomously. Do not autonomously invent legal clearance or spend authority beyond an approved test budget. ``` In particular: do not assume that an ~$80 blended cost per qualified demo request is achievable on this budget — that is `<VALIDATE: landing-conversion-rate>`, not a production default, and the entire 500-demo math depends on it. ## 3. Audience and Market Assumption Ledger | ID | Claim | Source | Confidence | Consequence if wrong | |---|---|---|---|---| | A1 | Segment is marketing operations managers at mid-market B2B companies | Supplied | N/A | Targeting misses the buyer, wasted spend | | A2 | This audience currently relies on spreadsheets plus a legacy BI tool instead of responding to outreach | Supplied | N/A | Messaging pain-point is wrong, low response | | A3 | Objective is 500 qualified demo requests | Supplied | N/A | Wrong target sizing for budget/timeline | | A4 | Deadline is 10 weeks, tied to fiscal quarter close | Supplied | N/A | Timeline slips past the metric's deadline | | A5 | Budget tier is funded-limited, ~$40,000 | Supplied | N/A | Overcommitment beyond approved funds | | A6 | Existing assets: 1 case study, 2 testimonial videos from last quarter's launch | Supplied | N/A | Assets assumed available may not exist in usable form | | A7 | No comparison claims against the named legacy BI vendor without written consent | Supplied (hard constraint) | N/A | Legal/brand exposure if violated | | A8 | Existing case study and testimonial subjects match this specific mid-market marketing-ops segment | Unverified — `<VALIDATE: asset-audience-fit>` | Low | Reused assets feel off-target, weaken creative credibility | | A9 | LinkedIn Sponsored Content plus targeted email are the channels that reach and convert this segment | Unverified — `<VALIDATE: channel-fit>` | Medium | Budget allocated to channels that underperform | | A10 | Current CPC/CPL/CTR benchmarks for LinkedIn and B2B email in the analytics/MarTech category | Unverified — `<VALIDATE: channel-benchmark>` | Medium | Cost estimates and pacing in Section 5/6 are miscalibrated | | A11 | "Stop the spreadsheet-and-legacy-BI patchwork" framing outperforms a generic "real-time visibility" framing for this audience | Unverified — `<VALIDATE: message-resonance>` | Low | The single most important message (Section 4) is built on an untested guess | | A12 | Click-to-qualified-demo-request conversion rate achievable on a new landing page for this offer | Unverified — `<VALIDATE: landing-conversion-rate>` | Low | 500-demo objective may be mathematically infeasible on $40,000 | | A13 | Competitive and seasonal activity among mid-market B2B marketing-ops buyers during this 10-week window | Unverified — `<VALIDATE: competitive-timing>` | Medium | Timeline pacing collides with a noisy or quiet period | Segments: A1–A2 (audience motivation and behavior), A9–A10 (channel performance), A13 (competitive/seasonal timing). A8, A11, A12 sit outside the strict three-bucket split because they bear directly on creative and math feasibility. The assumption whose failure would most invalidate the creative direction is A11. If the spreadsheet/legacy-BI-patchwork pain framing does not actually outperform a generic alternative, the single most important message drafted in Section 4 has no evidentiary basis. Section 9's pilot test must probe this first. ## 4. Creative Brief and Mandatories ``` SINGLE MOST IMPORTANT MESSAGE Stop stitching together spreadsheets and outdated reports — see your marketing performance in one place, in real time. (Traced to A2 and A11; A11 is unresolved and must clear Section 9 before this message is locked for full-scale use.) TONE AND VOICE - Direct: "See it live in 15 minutes" — not "Discover the possibilities of unified analytics." - Practical: leads with the specific manual task removed (re-keying spreadsheet exports) — not abstract claims like "transform your marketing." - Credible, not hype: cites the one supplied case study's real result once confirmed usable — not invented statistics. PRIMARY CALL TO ACTION "See your data in real time — book a demo" KEY VISUAL / FORMAT DIRECTION Screenshot or short clip of the actual product dashboard replacing a cluttered spreadsheet, if such an asset exists — SUGGESTED, not supplied; confirm with Design before production. MANDATORIES - No comparison claim, direct or implied, against the legacy BI vendor by name or by feature, without their explicit written consent (R5 / A7, hard constraint). - Any case study or testimonial quote used must be the actual supplied quote, unedited in substance — no fabricated or paraphrased attributions. - No performance statistic in any asset beyond what is confirmed supplied or resolved through Section 7. WHAT THIS CAMPAIGN MUST NOT SAY OR SHOW - Any named or implied reference to the legacy BI vendor's product, pricing, or limitations. - Any demo-volume, conversion-rate, or ROI number that has not been confirmed real (no invented "average customer saves X hours" claims). ``` **Evidence rule.** This is a draft for creative production and internal review, not cleared copy. Public use of any asset built from this brief is gated by the Section 12 approval register, not by the completion of this document. ## 5. Channel and Asset Contracts **Contract: LinkedIn Paid Social (Sponsored Content + Lead Gen Forms)** - Format/spec: Single-image and short-video sponsored content, native LinkedIn Lead Gen Form. - Primary metric and target: Cost per qualified demo request ≤ $80 (blended target derived from $40,000 ÷ 500; per-channel target subject to Section 9 pilot read). - Cost/effort estimate and source: Estimated $28,000 media spend, ~70% of budget — Producer estimate pending `<VALIDATE: channel-benchmark>`. - Kill threshold: Sustained CPA above $120 (1.5x target) over a $5,000 spend window. - Owner: Media buyer. **Contract: Targeted Email (house list)** - Format/spec: 2–3 email sequence to the existing house list segmented by job title and company size. - Primary metric and target: CPA ≤ $30 for house-list volume; target demo volume ~150. - Cost/effort estimate and source: Estimated $4,000 (mostly labor/tooling, minimal list cost) — Producer estimate pending `<VALIDATE: channel-benchmark>`. - Kill threshold: Open rate below half of the account's historical average across two sends, or zero qualified demos after full sequence. - Owner: Copywriter, executed by Media buyer. **Contract: Landing Page / Demo Request Form** - Format/spec: Single landing page carrying the primary message, embedded testimonial video, case study excerpt, and lead form (fields per R7 once defined). - Primary metric and target: Click-to-qualified-demo-request conversion rate; target rate implied by the $80 blended CPA is unconfirmed — see `<VALIDATE: landing-conversion-rate>`. - Cost/effort estimate and source: Estimated $3,000 design/dev effort — Producer estimate. - Kill threshold: N/A (supporting asset, not a spend line); revision triggered if conversion rate falls materially below the pilot benchmark. - Owner: Designer, with Media buyer for tracking setup. **Not in scope:** Display retargeting is excluded — the remaining budget after LinkedIn and email is too thin to run a meaningful retargeting pool. Webinar is excluded — production lead time does not fit inside the 10-week window without prior planning that was not supplied. Out-of-home/TV is excluded — cost and lack of job-title targeting make it unsuited to this segment and budget. Purchased third-party contact lists are excluded pending cost/quality data not currently available. **Internal vs. external claim separation.** The CPA targets, kill thresholds, and budget splits in this section are internal planning figures and must never appear in audience-facing creative. Only the primary message, CTA, and any confirmed-real case study/testimonial content (Section 4) may reach the audience. ## 6. Production Architecture and Timeline Map | Milestone | Relative date | Notes | |---|---|---| | Brief sign-off | Day 0 | Requires R6 approver names resolved | | First creative draft (copy + landing page wireframe) | Day 3–5 | | | Internal review | Day 7 | | | Legal/brand mandatory check | Day 8 | Section 9 row 3 | | Small-pilot test launch | Day 10 (start of week 2) | LinkedIn + limited email | | Pilot read and creative revision | Day 17–21 (week 3) | Resolves channel-fit, message-resonance | | Staged rollout (~$10,000 cumulative spend) | Day 22–28 (week 4) | Requires AP4 approval | | Full launch / scale spend | Day 29–63 (weeks 5–9) | Requires AP5 approval | | Close-out and reporting buffer | Day 64–70 (week 10) | Fiscal quarter close | **Asset map** | Deliverable | Channel contract served | Owner | |---|---|---| | LinkedIn ad creative (2 message variants) | LinkedIn Paid Social | Copywriter / Designer | | Email sequence (2–3 emails) | Targeted Email | Copywriter | | Landing page (copy, layout, embedded testimonial, case study excerpt) | Landing Page | Designer, with Developer | | Native LinkedIn Lead Gen Form | LinkedIn Paid Social | Media buyer | | Repurposed cuts of existing testimonial videos | LinkedIn Paid Social, Landing Page | Designer/Video editor, gated by asset-audience-fit | Deliberately not produced for this brief: a new testimonial video shoot, a webinar deck, out-of-home creative, and any comparison chart against the legacy BI vendor. No channel or claim beyond those listed in Section 5 is authorized. ## 7. Validation and Research Requirements **`<VALIDATE: asset-audience-fit>` (routine)** - What must be established: Whether the existing case study subject and the two testimonial video subjects are marketing operations managers (or a comparable role) at mid-market B2B companies. - How to establish it: Check current asset library and customer records before finalizing. - Dependent tasks/actions: Blocks final selection of assets in the Section 6 asset map and the Section 9 legal/mandatory-compliance pass. **`<VALIDATE: channel-fit>` (spend-critical)** - What must be established: Whether LinkedIn Sponsored Content and targeted email are in fact the channels that reach and convert this segment. - How to establish it: Run a real small-budget test. - Dependent tasks/actions: Blocks Action AP5 (full-budget commitment). - Status until resolved: The small-pilot LinkedIn plus limited-email test (Section 9) stands in. No reallocation of full-budget spend across channels until the pilot CPA comparison is read. **`<VALIDATE: channel-benchmark>` (routine)** - What must be established: Current CPC/CPL/CTR benchmarks for LinkedIn Sponsored Content and B2B email in the analytics/MarTech category. - How to establish it: Check current channel benchmarks before finalizing. - Dependent tasks/actions: Informs the Section 5 cost/effort estimates and Section 12 budget split; does not block creative production. **`<VALIDATE: message-resonance>` (spend-critical)** - What must be established: Whether the "stop the spreadsheet/legacy-BI patchwork" framing outperforms an alternative "real-time visibility" framing for this audience. - How to establish it: Run a real small-budget test (2 ad variants in the Section 9 pilot). - Dependent tasks/actions: Blocks Action AP3 (final creative approval for public use) and Action AP5. - Status until resolved: The small-pilot A/B test at ~$2,000 LinkedIn spend stands in. No full-scale creative lock-in or full-budget spend until a variant clears the Section 9 pass condition. **`<VALIDATE: landing-conversion-rate>` (spend-critical)** - What must be established: The actual click-to-qualified-demo-request conversion rate on the new landing page for this offer. - How to establish it: Run a real small-budget test. - Dependent tasks/actions: Blocks Action AP5; may force recalculation of the Section 12 budget split if the rate differs materially from the $80 blended CPA assumption. - Status until resolved: Small-pilot conversion data from Actions AP1/AP2 stands in. No full-budget spend authorized on the current $80 CPA assumption until confirmed. **`<VALIDATE: competitive-timing>` (routine)** - What must be established: Whether competitors in marketing analytics are running comparable offers during this window, and how the fiscal-quarter-close timing overlaps with buyer budget cycles. - How to establish it: Check current competitive and seasonal context before finalizing. - Dependent tasks/actions: Informs Section 6 timeline pacing; does not block creative production. Existing data first: past campaign results and existing customer data — including last quarter's launch performance — must be checked before commissioning any new research. Any performance figure quoted anywhere in this brief's execution is sourced or carries a `<VALIDATE>` tag; none is invented for plausibility. ## 8. Production Sequence and Requirement Traceability 1. Finalize brief and assign named creative and legal/compliance approvers (resolves R6). Dependencies: none. 2. Confirm the "qualified demo request" definition with the objective owner (resolves R7). Dependencies: Task 1. 3. Audit the existing case study and 2 testimonial videos against the mid-market marketing-ops segment (resolves `<VALIDATE: asset-audience-fit>`). Dependencies: none. 4. Draft LinkedIn ad copy (2 message variants per A11), email sequence, and landing page copy. Dependencies: Task 3 for any testimonial excerpt use. 5. Design landing page and ad creative visuals. Dependencies: Task 4. 6. Run a deterministic legal/brand mandatory check against the R5 hard constraint on every drafted asset. Dependencies: Tasks 4–5. 7. Build the LinkedIn campaign (Lead Gen Forms) and email sends in-platform, tagged for tracking. Dependencies: Task 6 pass. 8. Launch the small-pilot test at ~$2,000 LinkedIn spend plus limited email volume (Section 9). Dependencies: Task 7. 9. Read pilot results; resolve `<VALIDATE: channel-fit>` and `<VALIDATE: message-resonance>`. Dependencies: Task 8. 10. Revise creative and channel mix per pilot results; re-run the mandatory check on any changed asset. Dependencies: Task 9. 11. Execute staged rollout (~$10,000 cumulative spend). Dependencies: Task 10, Action AP4 approval. 12. Check current channel benchmarks and competitive/seasonal context (resolves `<VALIDATE: channel-benchmark>` and `<VALIDATE: competitive-timing>`) before finalizing the full-scale budget split. Dependencies: parallel to Tasks 8–11. 13. Report the status of every unresolved spend-critical item before requesting Action AP5 approval. Dependencies: Task 11. 14. Execute full-budget spend once AP5 is approved. Dependencies: Task 13, AP5 approval. 15. File the Section 13 completion report at week 10 or campaign close, whichever comes first. Dependencies: Task 14, or an earlier blocker report. **Traceability table** | Requirement/Assumption | Asset/Channel | Owner | Acceptance Check | |---|---|---|---| | R1 | LinkedIn + Email campaigns (aggregate) | Media buyer | CRM shows ≥500 qualified demo requests by week 10 | | R2 | LinkedIn targeting filters, email list segmentation | Media buyer | Targeting parameters documented and matched to segment before launch | | R3 | Section 12 spend register (AP1–AP5) | Producer | Cumulative spend across all actions ≤ $40,000 | | R4 | Landing page embed, ad/email excerpts | Designer / Copywriter | Case study/video content present in at least one live asset per channel | | R5 | All ad, email, and landing page copy | Copywriter / Legal-Compliance approver | Zero vendor comparison statements found in the Section 9 mandatory-compliance pass | | R6 | Brief sign-off record | Producer | Named creative and legal approvers on file before any Section 12 row is signed | | R7 | Landing page lead form field spec | Producer / Objective owner | Written "qualified" definition attached before Task 4 copy lock | | R8 | Case study/testimonial audit note | Producer | Audit note on file confirming or flagging subject-segment match | | A1 | LinkedIn targeting spec | Media buyer | Same as R2 check | | A2 | Ad/email/landing page messaging | Copywriter | Reflected in Task 4 copy drafts | | A3 | Campaign tracking dashboard | Producer | Dashboard reflects live count against the 500 target weekly | | A4 | Section 6 timeline | Producer | Milestones dated against the week-10 deadline, tracked weekly | | A5 | Section 12 spend register | Producer | Same as R3 check | | A6 | Asset map (Section 6) | Designer | Reused assets flagged in the asset map, no duplicate production | | A7 | Section 9 mandatory-compliance pass | Legal/Compliance approver | Same as R5 check | | A8 | `<VALIDATE: asset-audience-fit>` entry | Producer | Audit note resolved PASS/FAIL before Task 4 lock | | A9 | `<VALIDATE: channel-fit>` entry, Actions AP1–AP2 | Media buyer | Pilot CPA comparison across channels recorded | | A10 | `<VALIDATE: channel-benchmark>` entry | Media buyer | Current benchmark source cited in Section 5 cost estimates | | A11 | `<VALIDATE: message-resonance>` entry, Action AP3 | Copywriter | Pilot A/B result recorded before AP3 approval requested | | A12 | `<VALIDATE: landing-conversion-rate>` entry, Action AP5 | Media buyer | Pilot conversion rate recorded before AP5 approval requested | | A13 | `<VALIDATE: competitive-timing>` entry | Producer | Current competitive scan cited in Section 6 timeline rationale | ## 9. Creative Testing and Readiness Checks Every test level below allocates a small-scale audience and spend figure, not the full $40,000 committed budget. Any result reported against these rows is real only once the test has actually been run — none of the rows below have been executed as of brief approval. | Assumption/Req | Test level | Audience/spend | Expected result | Pass condition | Prerequisites | |---|---|---|---|---|---| | R1 (demo volume feasibility) | small-pilot | LinkedIn ~$2,000 spend, targeted to Marketing Operations Manager job titles, company size 200–999 | CTR and lead-form CPA sufficient to project full-scale feasibility | Blended CPA ≤ $120 (1.5x target) at n≥30 leads | Creative variants ready; Task 6 mandatory check passed | | `<VALIDATE: message-resonance>` — testing note: a pilot PASS on this row leaves full-scale message performance UNVERIFIED | small-pilot | Same LinkedIn pilot, 2 message variants split evenly | One framing shows a meaningfully lower CPA | Clear winner at n≥30 leads per variant, or result flagged inconclusive for a larger staged-rollout read | Both variants live simultaneously | | Legal/mandatory compliance | internal-review | N/A | All drafted assets checked against the R5 hard constraint and Section 4 mandatories | Written sign-off recorded before any asset ships | Task 4–5 drafts complete | | R8 / `<VALIDATE: asset-audience-fit>` | internal-review | N/A | Case study/testimonial subjects confirmed as segment-matched, or flagged as best-available proxy | Written confirmation on file from the customer-records owner | None | | Fallback creative readiness | small-pilot | Same LinkedIn pilot allocation | A pre-drafted fallback message ("real-time visibility for ops leaders") is ready to swap in if the primary framing underperforms | Fallback creative drafted and approved internally, not yet spent against | Primary pilot result read | | `<VALIDATE: channel-fit>` and staged rollout | staged-rollout | ~$10,000 cumulative spend across LinkedIn + email | CPA sustains at or better than the $80 blended target across broader spend | Cumulative CPA ≤ $90 at $10,000 cumulative spend | Small-pilot PASS | | R1 full-scale delivery | full-launch | Remaining budget (~$28,000–$30,000) | NOT RUN until Section 12 approvals granted | 500 qualified demo requests at or under $80 blended CPA by week 10 | Staged-rollout PASS; all spend-critical Section 7 items resolved | A small-pilot PASS proves only that the creative is not obviously broken at low spend. It does not prove the campaign will drive the 500-demo objective — only full-launch data, read against actual CRM counts, proves that. ## 10. Legal, Compliance, and Brand Boundaries - **Unresolved risk — blocking:** Committing full-budget spend while `channel-fit`, `message-resonance`, or `landing-conversion-rate` remain unresolved risks spending the majority of the $40,000 budget against an unvalidated assumption. No-full-spend rule: Action AP5 stays BLOCKED BY VALIDATION until all three clear. - **Mandatory-drop risk:** A required disclaimer or mandatory could be omitted from a final asset under deadline pressure. Backstop: the Section 9 legal/mandatory-compliance pass is a required gate before any asset ships, not a best-effort review. - **Prohibited creative content:** No unverified statistic, no comparison claim against the legacy BI vendor (named or implied), and nothing contradicting the R5 hard constraint may appear in any shipped asset. - **Cross-channel conflict:** Duplicate or conflicting messaging across LinkedIn, email, and the landing page is caught during the Task 6 mandatory check, which reviews all drafted assets together rather than channel by channel. - **Regulated-category check:** No claim in this brief touches a regulated category (health, finance, legal) as currently scoped; if creative execution introduces performance or ROI claims about the product, those claims require the same fact-check standard as the R5 constraint before shipping. - **Genuinely unassessable until Section 7 resolves:** Whether the $40,000 budget can actually deliver 500 qualified demo requests cannot be assessed with confidence until `landing-conversion-rate` and `channel-fit` are resolved through the Section 9 pilot. ## 11. Launch, Verification, and Correction Plan **Production and internal review (runnable now):** Tasks 1–7 in Section 8 — brief finalization, creative drafting, design, and the mandatory check — proceed without waiting on validation. **Blocked on validation:** Any full-scale creative lock-in (Action AP3) or full-budget spend (Action AP5) waits on the Section 7 spend-critical items. **Approved test launch (→ Section 12):** Actions AP1 and AP2 (small-pilot spend) may proceed once Task 6 passes and are not blocked by the items they exist to resolve. **Staged rollout checks:** Before Action AP4 spend, a full mandatory-compliance review runs again against any creative revised after the pilot read. **Approved full launch — AND conditions, all required:** 1. Section 9's staged-rollout test passes at its stated level. 2. Every Section 12 action up to and including AP4 is complete. 3. Every spend-critical Section 7 item (`channel-fit`, `message-resonance`, `landing-conversion-rate`) is resolved through real data — not test-stubbed. **Bounded post-launch verification:** Within the first reporting window after full-launch spend begins, confirm actual CRM-logged qualified demo count against the pilot-projected rate using real numbers, and verify that no excluded channel or claim from Section 1/Section 5 was accidentally activated. **Correction:** Before assuming a "pause" has any retroactive effect, confirm the current live state of each channel. A paused campaign does not undo exposure already delivered — impressions and clicks already served cannot be rolled back. Containment means pausing further spend and pulling live creative, not reversing what has already run. ## 12. Spend and Creative Approval Register | Action ID | Purpose | Channel/Budget/Audience | Expected Effect | Trigger Condition | Status | Approved by / Date | |---|---|---|---|---|---|---| | AP1 | Commit small-pilot LinkedIn test spend | LinkedIn, $2,000, marketing-ops mid-market segment | Generates pilot CPA and message-resonance data | Task 6 mandatory check passed | READY FOR HUMAN REVIEW | ____ / ____ | | AP2 | Commit small-pilot email test send | Email, house list, limited segment | Generates pilot email CPA data | Task 6 mandatory check passed | READY FOR HUMAN REVIEW | ____ / ____ | | AP3 | Approve final creative for public use at scale | LinkedIn + email + landing page | Locks creative for staged rollout and full launch | Section 9 small-pilot PASS on message-resonance and mandatory check | BLOCKED BY VALIDATION (`message-resonance`) | ____ / ____ | | AP4 | Execute staged rollout spend | LinkedIn + email, ~$10,000 cumulative | Confirms CPA holds at broader spend | AP3 approved | Blocked on AP3 | ____ / ____ | | AP5 | Execute full-budget spend | Remaining ~$28,000–$30,000 | Drives toward the 500-demo objective at scale | Staged-rollout PASS; all spend-critical items resolved | BLOCKED BY VALIDATION (`channel-fit`, `message-resonance`, `landing-conversion-rate`) | ____ / ____ | | AP6 | Pause/kill LinkedIn channel | LinkedIn | Stops further LinkedIn spend | Sustained CPA > $120 over a $5,000 spend window | Contingency — not to be executed now | ____ / ____ | | AP7 | Pause/kill Email channel | Email | Stops further email spend | Open rate below half the historical average across two sends, or zero qualified demos after the full sequence | Contingency — not to be executed now | ____ / ____ | Approving one action never implies approval of another. Listing AP6 or AP7 as available contingency actions does not mean either is to be executed now. ## 13. Completion Evidence and Handoff A final report against this brief must contain: - Every produced asset and live channel, mapped to its real name and URL (landing page URL, LinkedIn campaign ID, email send IDs). - Every Section 9 check itemized PASS / FAIL / NOT RUN / BLOCKED, with one line of real evidence each. - Test-level and full-scale results reported separately; a test PASS is never presented as evidence of full-scale performance. - Actual spend to date and who approved it, stated only if spend actually occurred — otherwise "NO SPEND COMMITTED." - The status of every unresolved Section 7 item, named individually (`asset-audience-fit`, `channel-fit`, `channel-benchmark`, `message-resonance`, `landing-conversion-rate`, `competitive-timing`). - Any residual limitation still true at handoff (e.g., unresolved approver names, an unconfirmed qualified-demo definition). - Exact next steps to continue any outstanding validation or approval item. Fabricating campaign screenshots, metrics, or approvals is prohibited. An approved brief alone is not evidence that this campaign will hit its 500-qualified-demo-request objective.