What’s a tactical brief vs… a non tactical brief

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To me it often comes down to how much of the work is specified in the brief. “How do we use social media to make our customers feel like part of a community?” is on the non-tactical side, but “how do we use a Facebook carousel post to drive our target audience to download our app?” is more tactical.

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Tactical usually has a goal in mind, like product education, drive sales, so usually further down the funnel. EDM, direct mail, result-driven. It's usually tactical vs branding. So non-tactical would be awareness, "brand building". They're not mutually exclusive.

To add to that, tactical is also oftentimes more direct in terms of deliverables (e.g. 3 banner ads at these specs, 1 email template, 3 Twitter ads) vs. for example a campaign brief which may be more open-ended (e.g. integrated campaign to include OOH, OLV, social ads across channels for 6 weeks)

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