A resource for the working session
The planning guide collection brings together a campaign brief, a webinar planner, and an audience workbook. Each is organized around questions that a team can discuss before making production commitments. The guides are designed to be read online or printed, with space for decisions and unresolved questions. They are starting points for a brief, not a substitute for understanding a particular business.
Choose the question you need to resolve
Use the campaign brief when a team needs to connect an objective to an offer and distribution plan. Use the webinar planner when the event concept needs a clearer audience journey. Use the audience workbook when several buying roles are being treated as one undifferentiated audience. Starting with one unresolved question usually makes the working session more productive.
Make the result shared
Invite the people who will create, approve, distribute, and follow up on the work. Record where you agree and where more evidence is needed. After the session, turn the notes into one working brief with clear ownership. Revisit it during the campaign so that new information becomes part of the plan rather than remaining in separate email conversations.