T150 Co-marketing campaign brief
Co-marketing campaign brief
The brief for the joint webinar Northgate Operations Advisory and RelayWorks plan for freight brokerage operations leaders: who it is for, what it says, how the co-branded invitation is approved, and how both sides will know it worked. Written by Priya Nandakumar, marketing lead at Northgate, with Lena Marsh, managing partner, who hosts. Devon Acheampong, RelayWorks partner manager, owns the RelayWorks side and the marketing approval.
Sample template: the firm, people, clients and figures are fictional.
The campaign on one page
Why this audience
Northgate's won referrals came from the same pattern: a service team that loses customer work at a handoff. Calder Freight Services lost customer promises between two dispatch shifts; Wexford Fulfillment found returns exceptions at the end of the shift. Freight brokerages run the same shift and carrier handoffs every day, and Northgate already advises operations teams in the Midwest.
| Who | What they own | What they worry about | What they should leave with |
|---|---|---|---|
| Customer service director | The team that answers shippers | Shippers asking twice for the same status | One owner and one status for each shipment exception |
| Operations manager | Dispatch and carrier updates | Exceptions found at the end of the shift | A handoff checklist for the shift change |
| Vice president of operations | Service levels and staffing | A status report rebuilt by hand every week | A way to measure lost handoffs before and after |
The message
Every operations review we run finds the same thing: the work is done, and then it is lost at the handoff. The webinar is about the handoff, not the software.
Three points carry the hour:
The RelayWorks speaker shows how a service team runs its daily handoffs in RelayWorks. Northgate speaks to the operation, never to price or contract terms; RelayWorks sets those.
Co-branding and approval
Silver partners run co-branded campaigns approved by RelayWorks marketing. Nothing with the RelayWorks name or logo goes out before the approval.
The invitation is the open gate
The co-branded invitation draft came back with changes requested, and the corrected draft waits for RelayWorks marketing approval. Owner: Devon Acheampong confirms the approval with marketing. Consequence: the webinar cannot be scheduled or announced until the invitation is approved, so the quarter's co-marketing goal stays open.
Live example from the Dashboards app, shown with Northgate Operations Advisory's demo data. Block dates move forward each week, so they can differ from the sample dates on this page.
Priya asked RelayWorks partner operations for access to the logo files and the program guide for the invitation on Oct 4. The request is open.
Timeline
gantt
title Joint webinar for freight brokerages
dateFormat YYYY-MM-DD
axisFormat %b %d
section Approval
Invitation approval :crit, a1, 2026-10-05, 7d
Date and speaker set :a2, after a1, 3d
section Promotion
Invitations sent :b1, after a2, 14d
Reminder :b2, after b1, 2d
section Webinar
Live session :milestone, c1, after b2, 0d
Follow-up calls :c2, after c1, 14d
Referral window :c3, after c1, 60d
The dates move with the approval. Each step starts when the one before it ends.
How both sides will know it worked
Registrants and attendance show reach. Referrals show value. The campaign counts a referral when it names a company that registered for the webinar and arrives within 60 days of it.
Northgate sent four referrals in the last 90 days, one more than in the 90 days before. The webinar aims to add three more in the 60 days after it, without lowering the bar: each referral still needs the team size and the handoff problem in the customer's words.
Live example from the Dashboards app, shown with Northgate Operations Advisory's demo data.
Follow-up after the webinar
- Within two days, Lena calls each attending company whose team has 15 or more people.
- Owen Pryce prepares an operations review offer for companies that asked a question in the session.
- A company that wants to talk to RelayWorks becomes a referral with the team size and the problem in its own words.
- Attendees who are not a fit yet stay on Northgate's list for the next session.
Owners and dates
- Confirm the invitation approval with RelayWorks marketing. Owner: Devon Acheampong, Oct 12
- Grant Priya access to the logo files and the program guide. Owner: RelayWorks partner operations, Oct 7
- Name the RelayWorks speaker. Owner: Devon Acheampong, Oct 15
- Set the webinar date and send the invitation. Owner: Priya Nandakumar, after approval
- Correct the invitation draft after the first review. Owner: Priya Nandakumar, done
How to use this template
Write one brief per campaign before any material is drafted, agree it with the vendor's partner manager, and update the gate and the measures until the referral window closes.
| Variable | Meaning | Required |
|---|---|---|
{{campaign.title}} | The working title of the activity | Required |
{{campaign.audience}} | Who it is for, by role and segment | Required |
{{campaign.goal}} | The measurable result and its window | Required |
{{campaign.approval_owner}} | Who approves co-branded material | Required |
{{campaign.funding}} | Who pays for what, by tier | Required |
{{campaign.referrals}} | Referrals that followed within the window | Optional |
If a required value is missing, show Needs review and send nothing; never use the vendor's name or logo before the approval is recorded. If the referral record cannot be read, show Unavailable for the measures.
The live Dashboards blocks on this page show the Northgate Operations Advisory demo profile. Point each block at your own client's profile, or remove it, before you share the page.