A useful starting point
Use a province-aware brief that distinguishes language, service eligibility and customer support.
Audience and market fit
Confirm English and French needs for the intended audience with appropriate reviewers. Do not assume one language version fits every journey or operating context.
Channel planning
Explain delivery, pricing and support hours in CAD where appropriate. Separate local-service enquiries, business evaluation and product sales in both creative and reporting.
Conversion and operations
Keep CAD and USD data distinct, agree enquiry ownership across time zones and compare regional lead quality. A US campaign result does not automatically demonstrate Canadian market fit.
What to measure
- Qualified bookings
- Accepted opportunities
- Contribution per order
What your market brief should contain
Share your exact offer, ideal customer, available languages, service coverage and existing sales process. Include evidence from earlier campaigns and the conversion you want to improve. The brief should identify unresolved launch requirements, not conceal them behind a revenue forecast.
Before launch, agree the baseline, reporting period and decision owner. Review customer quality and fulfilment alongside channel metrics. An inexpensive click or enquiry is not useful when the next step cannot be delivered.
Can US and Canadian campaigns share a page?
They can share a design, but pricing, delivery, service coverage and customer questions may require different content.