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Campaign Guidelines
Guidelines for creating consistent, effective marketing campaigns across all channels that reinforce Agentive's brand positioning.
Campaign Framework
Campaign Types
| Type |
Duration |
Objective |
Channels |
| Awareness |
Ongoing |
Brand recognition |
Social, content, PR |
| Product Launch |
4-6 weeks |
Feature adoption |
All channels |
| Lead Generation |
Ongoing |
Qualified leads |
Paid, content, email |
| Nurture |
Ongoing |
Lead conversion |
Email, retargeting |
| Event |
2-4 weeks |
Registrations |
Email, social, paid |
| Seasonal |
2-4 weeks |
Time-bound offers |
All channels |
Campaign Planning Template
Campaign Name: [Name]
Campaign Type: [Type]
Objective: [Specific, measurable goal]
Target Audience: [Segment]
Key Message: [Single clear message]
Offer/CTA: [What we're asking people to do]
Channels: [List of channels]
Timeline: [Start - End]
Budget: [Amount]
Success Metrics: [KPIs]
Owner: [Person responsible]
Campaign Messaging
Message Hierarchy
- Primary Message: The main thing we want people to remember
- Supporting Points: 2-3 proof points or benefits
- Call to Action: What we want them to do next
Example: Product Launch
Primary: "Deploy AI Employees in 24 hours"
Supporting:
- Work 24/7 with no downtime
- Human expert supervision included
- Start from A$399/month
CTA: "Start your free trial"
Message Testing
Before launching campaigns, test messages with:
- A/B testing on ads
- Email subject line testing
- Landing page variants
- Social post performance
Channel-Specific Guidelines
Google Ads
Ad Copy Structure
Headline 1: [Benefit or offer] (30 chars)
Headline 2: [Differentiator] (30 chars)
Headline 3: [CTA] (30 chars)
Description 1: [Expanded benefit + proof] (90 chars)
Description 2: [Secondary benefit + CTA] (90 chars)
Example
H1: Deploy AI Employees in 24 Hours
H2: 60% Faster Project Delivery
H3: Start Your Free Trial
D1: AI-powered teams work 24/7 under human supervision. Cut costs by 70%.
D2: Australian businesses trust Agentive. Book a free consultation today.
Landing Page Requirements
- Match ad headline to page headline
- Clear CTA above the fold
- Social proof (logos, testimonials)
- Fast load time (<3 seconds)
LinkedIn Ads
Sponsored Content
- Image: 1200x627px, eye-catching, brand colours
- Headline: 70 characters maximum
- Intro text: 150 characters maximum
- CTA button: Choose from standard options
Lead Gen Forms
- 3-5 fields maximum
- Include company and title
- Clear privacy statement
- Thank you message with next steps
Email Campaigns
Subject Line
- 40-50 characters
- Clear benefit or curiosity
- Personalisation when relevant
- Test multiple variants
Email Structure
1. Hook (first line visible in preview)
2. Problem/pain point
3. Solution introduction
4. Proof point or benefit
5. Clear CTA
6. P.S. line (optional, high-impact)
Design
- Single column, 600px width
- Brand colours
- Clear CTA button
- Mobile-optimised
- Alt text for images
Social Media
LinkedIn Posts
- 150-300 characters for feed visibility
- 1,000-1,300 characters for long-form
- Image or video strongly recommended
- 3-5 hashtags
- Tag relevant people/companies
Twitter/X
- 100-200 characters ideal
- Include visual when possible
- 1-3 hashtags
- Thread for longer content
- Engaging first line
Landing Pages
Above the Fold
- Clear headline matching campaign
- Subheadline with key benefit
- Hero image or video
- Primary CTA button
- Trust indicators
Conversion Optimisation
- Single focus per page
- Remove navigation for campaign pages
- A/B test headlines and CTAs
- Fast load time
- Mobile responsive
Visual Guidelines for Campaigns
Image Specifications
| Channel |
Size |
Format |
| Google Display | 300x250, 728x90, 160x600 | PNG, JPG |
| LinkedIn Single | 1200x627 | PNG, JPG |
| LinkedIn Carousel | 1080x1080 | PNG, JPG |
| Twitter/X | 1200x675 | PNG, JPG |
| Facebook | 1200x628 | PNG, JPG |
| Email Header | 600x200 | PNG, JPG |
Video Specifications
| Channel |
Aspect Ratio |
Length |
Format |
| LinkedIn Feed | 1:1 or 16:9 | 15-60 sec | MP4 |
| Twitter/X | 16:9 | 15-45 sec | MP4 |
| YouTube | 16:9 | Varies | MP4 |
| Stories | 9:16 | 15 sec | MP4 |
Design Checklist
- Uses brand colours
- Uses Inter font
- Logo included (where appropriate)
- Clear visual hierarchy
- High contrast for readability
- Consistent with brand guidelines
- Correct dimensions for channel
- Mobile-friendly
Campaign Launch Checklist
Pre-Launch
- Campaign brief approved
- Budget allocated
- Creative assets produced
- Landing pages built and tested
- Tracking pixels installed
- UTM parameters set up
- A/B tests configured
- Email sequences loaded
- Ads submitted for approval
- Team briefed
Launch Day
- Ads live and serving
- Landing pages accessible
- Forms submitting correctly
- Email triggers working
- Tracking capturing data
- Social posts scheduled
- Team monitoring
Post-Launch
- Daily performance check
- Weekly optimisation
- Budget pacing review
- Creative refresh schedule
- Lead quality assessment
- Reporting to stakeholders
Campaign Measurement
Standard Metrics
| Metric |
Definition |
Target |
| Impressions | Times ad shown | Awareness |
| Clicks | Times ad clicked | Interest |
| CTR | Clicks / Impressions | >1% display, >3% search |
| Conversions | Completed goal actions | Varies |
| CVR | Conversions / Clicks | >2% |
| CPC | Cost / Clicks | Varies by channel |
| CPL | Cost / Leads | <$50 |
| ROAS | Revenue / Ad Spend | >3x |
Reporting Template
Campaign: [Name]
Period: [Dates]
Budget: [Spent / Allocated]
Performance Summary:
- Impressions: X
- Clicks: X
- CTR: X%
- Conversions: X
- CVR: X%
- CPL: $X
Key Insights:
- [What worked]
- [What didn't work]
- [Opportunities]
Recommendations:
- [Next steps]
Campaign Examples
Example 1: Product Launch
Campaign: AgentiveStaff Launch
Objective: 100 trial signups in 30 days
Target: SME business owners
Budget: A$10,000
Channels: LinkedIn Ads (40%), Google Ads (40%), Email (10%), Organic social (10%)
Key Message: "Hire AI Staff from A$399/month. No interviews. No training. No sick days."
Offer: Free 7-day trial
Example 2: Lead Generation
Campaign: AI Discovery Sessions
Objective: 50 qualified calls per month
Target: Enterprise IT leaders
Budget: A$5,000/month
Channels: LinkedIn Ads (60%), Retargeting (20%), Email nurture (20%)
Key Message: "Free AI Discovery Session: Identify automation opportunities worth A$100K+"
Offer: 30-minute strategy call
Example 3: Awareness
Campaign: Thought Leadership Series
Objective: 10,000 impressions/week
Target: Australian tech community
Budget: A$2,000/month
Channels: LinkedIn organic (50%), Twitter/X (30%), PR/media (20%)
Key Message: Positioning as AI delivery experts
Seasonal Campaign Calendar
| Period |
Theme |
Opportunity |
| January | New year planning | "Start 2026 with AI" |
| February | Q1 budget allocation | Budget-conscious messaging |
| March | EOFY planning | Tax planning, investment |
| April | Post-EOFY | Fresh budget, new initiatives |
| May-June | Mid-year review | Catch-up campaigns |
| July | New financial year | New budgets, new projects |
| August | Planning season | Strategy and roadmapping |
| September | Q4 push | Year-end goal achievement |
| October | Tech events | Event-aligned campaigns |
| November | Pre-holiday | Get projects done before break |
| December | Year in review | Thought leadership, planning |
Last Updated: February 2026