Describe your campaign and budget. Juma returns a full target audience segmentation with messaging, platform targeting, and a campaign brief template.
This Flow takes your campaign description, product context, and budget and returns a structured audience brief with ranked segments, per-segment messaging, platform targeting, and a budget split. Juma builds each brief as a complete handoff document, not a research summary.
Once the full brief is complete, this step isolates your highest-priority segment and builds a standalone deep-dive strategy. You get three headline variations testing different angles, competitive positioning against the two closest alternatives, and three creative directions your production team can brief directly without a separate strategy session.
This step takes the top-ranked segment from Step 1 and builds out the execution layer. The expanded output includes:
Use this when the top segment needs deeper development before going to creative, or when a stakeholder wants to see the full strategic case for a particular audience.
Budget constraints change which segments are worth pursuing and how aggressively each can be activated. This step builds a side-by-side comparison showing how segment prioritization, platform mix, and expected reach shift between two spend levels. Use this when presenting options to a client or stakeholder before committing to a media plan.
This step takes the brief from Step 1 and models two versions at different spend levels. The comparison shows:
Having two documented scenarios shortens the client approval conversation because the reallocation logic is visible in the brief rather than explained verbally in a meeting.
When the same campaign runs in multiple regions, this step adapts the brief for a new geography. It adjusts segments, messaging, and competitive positioning to fit the local market, keeps what translates, and flags what needs to change. Your team gets an adapted brief ready for local media planning, not just a translated version of the original.
This step takes the brief built in Step 1 and rebuilds it for a different market. The adapted brief includes:
Use this when the campaign is expanding to a new region and the audience dynamics differ enough to require a distinct brief rather than a translated version.
A Juma Project is a shared space where the team stores everything Juma needs to know about a client. Create one project per client, add context as you go, and Juma will use what's relevant every time the team runs a flow. The more the team adds over time, the sharper every output gets.
Add a short description to each knowledge item in the project's info field so Juma knows what each file contains and when to use it. For example:
Building a campaign audience brief manually takes two to three days of research, segment identification, messaging development, and budget logic. This Flow delivers a complete brief with ranked segments, per-segment messaging frameworks, competitive positioning, and a weighted budget split in a single session. Teams consistently save eight to twelve hours per brief without reducing output quality.
The time savings come from eliminating the most repetitive tasks in brief creation: secondary research on segment demographics, competitive landscape scanning, and translating research findings into messaging frameworks. These tasks compound when a brief covers three or four segments because each requires its own research pass before any writing begins.
Teams typically use the recovered time to pressure-test the brief rather than skip steps: running a second budget scenario, expanding the top segment into a standalone deep-dive, or adapting the output for a second market. All of those are available as subsequent steps in this Flow.
Target audience segmentation in this brief includes demographics, behavior-grounded psychographics, and the specific pain point the campaign resolves for each segment. Every segment also gets a complete messaging framework: a core message, a proof point, a CTA aligned with the campaign goal, and a list of messaging directions to avoid so creative teams have both direction and guardrails from the same document.
The psychographic layer is more specific than a standard persona. Instead of general motivations, it captures decision-making context: what the audience is optimizing for, what risks they are avoiding, and what makes the product credible enough to act on. This precision is what makes the messaging framework usable rather than aspirational.
Segments are ranked by size, conversion potential, and strategic importance. Budget weighting ties directly to that ranking, and platform recommendations follow from the audience profile rather than from channel familiarity or media buying convention.
Upload previous briefs, personas, performance reports, or CRM exports to your Juma Project before running the Flow. When existing audience data is available, segment prioritization reflects real conversion patterns rather than research estimates. Segments are ranked based on what has actually worked, not just what looks promising in a demographic profile.
The most useful data to provide: segment-level engagement rates from past campaigns, conversion benchmarks by platform or creative format, and audience exclusion logic your team already applies. These inputs shift the brief from a research-based starting point to an evidence-based audience segmentation strategy that is much harder for a competitor to replicate.
CRM data is particularly effective. A list of your top customers with industry, role, and company size tells the Flow more about your real audience than general market research. Teams with HubSpot connected to their Juma Project pull this automatically, so every brief starts with actual customer conversion patterns rather than assumptions.
This Flow works for any campaign with a defined product, goal, and budget: product launches, seasonal campaigns, lead generation, brand awareness, and regional rollouts. The key variable is the campaign goal. "Launch awareness" and "drive trial signups" produce different segment priorities, different messaging angles, and different budget logic because they optimize for different audience behaviors and conversion events.
B2B and B2C campaigns both work well. For B2B, segments build around buying role and decision-making stage. For B2C, segments focus on behavioral triggers and purchase motivation. The segmentation logic adapts to the customer type the campaign is designed to reach rather than defaulting to a generic persona format.
The one requirement is a specific goal. Vague inputs like "grow the brand" produce generic segment outputs. Specific inputs like "drive 500 trial signups from mid-market SaaS companies in Q2" produce tightly ranked segments with messaging that reflects the actual conversion target.
