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Local Marketing Campaign Brief & ROI Estimator

A guided, savable campaign brief that captures objectives, audience, channels, costs, and the numbers you need to estimate incremental covers, gross profit, net profit, and ROI. Includes a partnership/sponsorship decision checklist and calculation help.

Interactive Tool

Local Marketing Campaign Brief & ROI Estimator

Use this brief to design repeatable, measurable local campaigns that produce profitable incremental demand. Fill the fields below with your best estimates; use the calculation help at the end to turn those estimates into an ROI decision you can defend. Save the brief so you can compare results against actuals later.

A short descriptive name (e.g., 'Neighborhood Flyer - June patio promo').
Who will run this campaign and be accountable for results.
Be specific: e.g., 'Drive 150 incremental weekday dinner covers from nearby apartments.'
Describe who you expect to reach (geography, demographics, buyer behavior).
What are you asking guests to do? (e.g., bring flyer for $5 off, use promo code, attend an event).
Choose channels you plan to use.
Enter date (YYYY-MM-DD).
Enter date (YYYY-MM-DD).
Number of people who will see the campaign (impressions, households, flyers delivered). Leave blank if unknown.
Percent of reached people who respond to the offer (e.g., call, click, bring flyer). Enter as a percent (e.g., 1.5).
Percent of responses that convert into a paying guest. Enter as percent (e.g., 40).
If you calculated covers from reach x response% x conversion%, enter the result here. See calculation help below if you need guidance.
Average revenue per incremental guest (use typical guest check or conservative estimate).
Percent of sales that contributes to gross profit after food & direct costs. Use your usual gross margin (e.g., 70).
All direct costs: design, printing, media spend, paid ads, sponsorship fees, etc.
Additional costs driven by the campaign (extra staff, complimentary items). If none, enter 0.
Expected incremental sales = Expected incremental covers x Average check. Enter computed value.
Expected incremental gross profit = Expected incremental sales x (Gross margin % / 100). Enter computed value.
Expected net profit = Expected incremental gross profit - Total campaign cost - Other operational costs. Enter computed value.
ROI (%) = (Expected net profit / Total campaign cost) x 100. Enter computed percent (e.g., 45). If cost is 0, leave blank and describe alternative measurement in notes.
Examples: unique promo code, track covers by shift, POS modifier, compare baseline period, guest survey, reservation source, or loyalty-system attribution.
Use this checklist when evaluating local partnerships or event sponsorships.
Select your preliminary decision based on the estimated ROI, strategic fit, and measurement plan.
If proceeding, list changes, who will implement, and when. If declining, note why and suggested alternatives.
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