RISE Framework: Role-Based Instructional Prompting with Specific Examples

The R.I.S.E method enables structured creativity by guiding AI through a specific request, provided inputs, contextual scenarios, and desired results—perfect for innovation, strategy, and sustainable content creation.

Introduction

The R.I.S.E. Framework—Request, Input, Scenario, Expectation—is a creative-first approach to prompt engineering designed specifically for marketing, branding, and content creation professionals. Unlike analytical frameworks that prioritize precision over creativity, R.I.S.E. balances structured direction with the flexibility needed for innovative, brand-aligned outputs.

R.I.S.E. produces outputs that are:

• Request-Focused – Anchored in specific creative objectives
• Input-Informed – Grounded in brand and product knowledge
• Scenario-Contextualized – Adapted to campaigns, seasons, and channels
• Expectation-Aligned – Formatted for immediate creative use

This framework is particularly valuable when:

• Creative campaigns require brand consistency
• Marketing content needs to balance innovation with strategy
• Seasonal or event-based timing shapes the creative brief
• Multiple content pieces need cohesive direction

Origin & Background

The R.I.S.E. framework emerged from creative agencies struggling with a paradox: AI could generate content at scale, but outputs often lacked the brand coherence and situational awareness that made marketing effective. Generic prompts produced generic content—technically competent but missing the strategic insight that drives results.

The creative strategist's insight:

Marketing professionals recognized that effective creative briefs share a common structure: what we need (request), what we know (input), where this fits (scenario), and how we'll use it (expectation). R.I.S.E. formalizes this intuitive briefing process for AI interactions.

Why scenarios change everything:

Campaign context dramatically affects creative direction. "Launch messaging" means something entirely different during Earth Day versus Black Friday, on TikTok versus LinkedIn, for Gen Z versus Boomers. The Scenario component ensures AI understands these contextual factors that experienced marketers navigate instinctively.

The input-creativity balance:

R.I.S.E. addresses a common failure mode in creative AI use: either providing too little information (producing generic outputs) or over-specifying (stifling creativity). The Input component captures essential brand and product knowledge without constraining the creative exploration that the Request and Expectation components enable.

Validation from creative teams:

Marketing teams using R.I.S.E. report that outputs require significantly less revision for brand alignment. The framework front-loads the contextual information that previously required multiple revision rounds to incorporate.

How R.I.S.E. Compares to Other Frameworks

When to choose R.I.S.E.:

• Creating campaign-specific marketing content
• Generating creative ideas that need brand alignment
• Working on seasonal or event-driven content
• Developing multi-platform content strategies
• Balancing creative exploration with strategic direction

When to use something else:

• For quick, non-creative tasks (use A.P.E.)
• When brand voice is the primary concern without campaign context (use A.C.E.)
• For business deliverables requiring implementation-readiness (use C.A.R.E.)
• For expert-level professional analysis (use R.A.C.E.)

R.I.S.E Framework Structure

1. Request

• Definition: The main instruction for what you want the AI to do.
• Examples: "Recommend content ideas," "Design a campaign strategy," "Generate launch messaging."
• Tips:

- Use action-driven phrasing like "Propose," "Build," "Brainstorm."

- Anchor the request in your end-goal (e.g., launch, awareness, conversions).

2. Input

• Definition: The key data, ideas, or background the AI needs to do the job.
• Examples: "The product is a biodegradable phone case," "Target market: eco-conscious Gen Z," "Core values: sustainability, transparency."
• Tips:

- Include facts about product, brand, audience, or positioning.

- You can input research findings, tone of voice, or brand goals here.

3. Scenario

• Definition: The environment, use case, or campaign situation to guide the AI's thinking.
• Examples: "This is a product launch for Earth Day," "You're planning a 30-day campaign on social media," "The product is debuting in Europe."
• Tips:

- Add timeline, region, seasonal cues, channel-specific details.

- Helps shape realistic and situationally relevant outputs.

4. Expectation

• Definition: What kind of output you want—structure, style, or purpose.
• Examples: "Include 5 post ideas with CTAs," "Structure as a weekly campaign roadmap," "Keep tone playful and energetic."
• Tips:

- Specify deliverables (number, format, tone).

- Align expectations with your business goal (awareness, conversions, education, etc.).

Example Prompts Using R.I.S.E Framework

Example 1: Content Marketing Ideas

Prompt: R.I.S.E Breakdown:

• Request: Recommend content ideas
• Input: Product details + audience
• Scenario: Earth Day launch across IG & TikTok
• Expectation: 5 post ideas with hashtags, CTAs, formats

Example 2: Product Messaging

Prompt: R.I.S.E Breakdown:

• Request: Propose launch messaging
• Input: Product and audience insights
• Scenario: Back-to-school season, Instagram + YouTube
• Expectation: Structured as hook, benefit, CTA (x3)

Best Use Cases for the R.I.S.E Framework

1. Content Marketing

• Social media campaigns
• Blog content planning
• Email marketing sequences
• Content calendars

Example Prompt:

2. Video & Short-Form Content

• Script outlines
• Storyboard concepts
• TikTok/Reels ideas
• YouTube content strategies

Example Prompt:

3. Brand Identity & Copywriting

• Brand voice development
• Tagline creation
• Value proposition refinement
• Brand storytelling

Example Prompt:

4. Creative Agency Applications

• Campaign concepting
• Brand storytelling
• Creative briefs
• Pitch deck narratives

Example Prompt:

5. Influencer & Partnership Content

• Influencer brief development
• Partnership announcements
• Collaboration content frameworks
• Ambassador program messaging

Example Prompt:

Common Mistakes to Avoid

1. Generic Requests

Problem: Using broad requests like "create content" or "help with marketing" instead of specific creative objectives.Why it matters: Generic requests produce generic outputs. The AI doesn't know if you need ideation, execution, strategy, or refinement.How to fix: Use action-oriented creative verbs: "propose," "brainstorm," "design," "develop," "recommend," "create." Specify the type of creative output: "content ideas," "campaign concepts," "messaging framework."

2. Insufficient Brand Input

Problem: Providing product features without brand personality, values, or positioning.Why it matters: AI can describe what a product does, but without brand input, it can't capture how your brand communicates. Outputs will be functional but generic.How to fix: Include brand voice descriptors, values, target audience psychographics, and positioning statements. "Playful but professional," "sustainability-first," "approachable expertise" all shape creative direction.

3. Missing Scenario Details

Problem: Omitting campaign context, platform specifications, or timing information.Why it matters: Content that works on TikTok fails on LinkedIn. Earth Day messaging differs from Black Friday. Without scenario context, AI can't adapt to the moment.How to fix: Always specify: the campaign timing or season, the platforms where content will appear, any cultural or market events to leverage, and the campaign duration or phase.

4. Vague Expectations

Problem: Not specifying the format, quantity, or structure of desired outputs.Why it matters: "Give me content ideas" could produce 3 ideas or 30, in bullet points or full narratives, for a single platform or multiple. Without expectations, you get whatever the AI defaults to.How to fix: Quantify deliverables: "5 content ideas," "3-part messaging framework," "7-day content calendar." Specify format: "with hashtags and CTAs," "as a visual storyboard outline," "structured as hook-benefit-action."

5. Input-Scenario Disconnect

Problem: Providing input that doesn't match the scenario context.Why it matters: If your Input describes a luxury brand but your Scenario is a budget-focused Black Friday sale, you've created conflicting direction. The AI will try to reconcile both, producing muddled output.How to fix: Review Input and Scenario together. Ask: "Would this brand actually run this type of campaign?" Adjust either component to create coherent creative direction.

Bonus Prompt Engineering Tips for Using R.I.S.E

✅ Lead with a mission: If it's a purpose-driven brand, make that the Input.

🎯 Use specific campaigns: "Earth Day," "Black Friday," "Climate Week" = great Scenario prompts.

📦 Pair with audience signals: age group, values, platform preferences.

🧪 Include format requests: roadmap, list, manifesto, social post, script, deck, etc.

🎨 Reference creative styles: "Think Patagonia's activism," "Apple's minimalist aesthetic," "Wendy's Twitter voice."

Conclusion

The R.I.S.E. Framework has established itself as the go-to approach for creative professionals who need AI to function as a strategic creative partner rather than a generic content generator. Its power lies in the balance between structured direction (Request, Expectation) and creative context (Input, Scenario)—the same elements that make real-world creative briefs effective.

Why R.I.S.E. produces campaign-ready creative:

• Requests focus AI on specific creative objectives
• Input grounds outputs in brand and product knowledge
• Scenarios ensure contextual and temporal relevance
• Expectations define actionable deliverable formats

The creative professional's advantage:

Marketing teams using R.I.S.E. report dramatic improvements in AI output usability. The framework front-loads the contextual information that experienced creatives carry intuitively—campaign timing, platform nuances, brand voice, audience psychographics—ensuring AI outputs arrive already aligned with strategic requirements.

Where R.I.S.E. practitioners excel:

• Content marketing teams managing multi-platform campaigns
• Brand strategists developing messaging frameworks
• Social media managers creating seasonal content calendars
• Creative agencies balancing client brand guides with innovative concepts
• Startup marketers wearing multiple creative hats simultaneously

Your R.I.S.E. mastery path:

• Start with the Scenario component—campaign context often clarifies everything else
• Build a library of Input descriptions for your key brands and products
• Develop Expectation templates for recurring content types
• Share successful prompts with creative teams to establish consistent practices
• Iterate based on which Scenarios most improve campaign-specific output quality

Extending R.I.S.E. for advanced creative work:

As you master the framework, consider adding supplementary components:

• Audience: Detailed psychographic and behavioral profiles
• Tone: Specific voice and style directives beyond brand basics
• References: Creative inspiration from campaigns you admire
• Constraints: Budget, timeline, or compliance limitations

The most successful R.I.S.E. practitioners treat prompts as creative briefs. Invest the same care in briefing AI as you would a creative team member, and the quality of your outputs will reflect that investment. The framework ensures that no critical element of an effective creative brief is overlooked—leading to outputs that accomplish campaign objectives while maintaining brand integrity and creative excellence.