# Oktavia Agency Brief Template

Canonical URL: https://oktavia.app/docs/oktavia-agency-brief-template.md

## Purpose

Use this template before giving work to a marketing, SEO, SEM, content or social media agency.

The goal is to keep Oktavia's positioning, measurement and commercial priorities under Oktavia control.

## Campaign Objective

Choose one primary objective:

- qualified trial/registration,
- demo request,
- onboarding service interest,
- lead magnet download,
- partner/gestoria inquiry,
- product awareness,
- retargeting,
- SEO content growth.

Define the measurable outcome:

```text
Primary KPI:
Secondary KPI:
Target cost or benchmark:
Decision date:
```

## Target Audience

Choose the main buyer:

- owner/proprietor,
- admin/HR,
- center manager,
- shift planner,
- restaurant group,
- labor advisor/gestoria.

Add operational context:

```text
Business type:
Number of workers:
Number of centers:
Current tool/process:
Primary pain:
Urgency:
```

## Positioning

Main message:

```text
Operativa laboral verificable para hosteleria.
```

Approved themes:

- control horario,
- cuadrantes,
- documentacion laboral,
- ausencias y cambios,
- cumplimiento y trazabilidad,
- portal del trabajador,
- implantacion guiada,
- operaciones multisede.

Avoid:

- generic HR SaaS positioning,
- unsupported legal guarantees,
- "we replace your labor advisor",
- claims that sound like legal certification,
- vague AI-first messaging without operational proof.

## Landing Page

Choose the landing before launching the campaign.

Recommended destinations:

- Home: `https://oktavia.app/`
- Pricing: `https://oktavia.app/pricing`
- Onboarding: `https://oktavia.app/onboarding`
- Control horario: `https://oktavia.app/producto/control-horario`
- Planificacion horaria: `https://oktavia.app/producto/planificacion-horaria`
- Documentacion laboral: `https://oktavia.app/producto/documentacion-laboral`
- Ausencias y cambios: `https://oktavia.app/producto/ausencias-y-cambios`
- Cumplimiento laboral: `https://oktavia.app/producto/cumplimiento-laboral`
- Portal trabajador: `https://oktavia.app/producto/portal-trabajador`
- Restaurantes: `https://oktavia.app/hosteleria/restaurantes`
- Grupos restauracion: `https://oktavia.app/hosteleria/grupos-restauracion`
- Gestorias laborales: `https://oktavia.app/hosteleria/gestorias-laborales`
- Multisede: `https://oktavia.app/hosteleria/multisede`
- Lead magnet inspeccion laboral: `https://oktavia.app/recursos/checklist-inspeccion-laboral-hosteleria`

Do not send paid traffic to a generic page when a more specific page exists.

## UTM Contract

Campaign URLs must follow:

- `https://oktavia.app/docs/oktavia-campaign-utm-policy.md`

Final URL:

```text
URL:
utm_source:
utm_medium:
utm_campaign:
utm_term:
utm_content:
```

## Conversion Events

Expected events:

- `page_view`
- `cta_clicked`
- `pricing_view`
- `pricing_calculator_used`
- `onboarding_view`
- `lead_magnet_view`
- `lead_magnet_downloaded`
- `trial_requested`
- `register_started`
- `register_completed`

Define which event is the conversion:

```text
Primary conversion event:
Secondary conversion event:
High-intent signal:
```

## Creative Requirements

Creative must show operational clarity.

Preferred angles:

- less Excel,
- less WhatsApp,
- fewer missing documents,
- clearer weekly planning,
- traceable time records,
- fewer last-minute surprises,
- one place for centers, workers and evidence.

Required deliverables:

```text
Ad copy:
Image/video:
Landing page destination:
CTA:
UTM URL:
Audience:
Budget:
Test duration:
```

## Account Ownership

Oktavia owns:

- advertising accounts,
- GTM,
- GA4,
- Search Console,
- Bing Webmaster Tools,
- pixels,
- creative source files,
- dashboards,
- landing page code,
- campaign naming policy.

Agency can be granted operational access. The agency must not create locked-in accounts outside Oktavia ownership.

## Launch Checklist

Before launch:

- landing page reviewed,
- UTM reviewed,
- conversion event confirmed,
- audience approved,
- budget approved,
- copy approved,
- creative approved,
- tracking tested,
- reporting date agreed.

## Stop Criteria

Define when to stop or pause:

```text
Maximum spend without conversion:
Maximum cost per lead:
Minimum CTR:
Minimum lead quality:
Review date:
```

## Learning Notes

After the campaign:

```text
What worked:
What failed:
Best audience:
Best message:
Best landing:
Lead quality:
Next action:
```