Briefing Form

Just answer the questions below to give us a sense for the type of campaign you’re considering. Once you submit this someone will get back in touch to chat through it and flesh it out fully with you. If you complete it in full great. But if not don’t worry. A good ‘draft’ is all we need for now, so don’t worry about every detail, or even every questions. All we need is a good draft as a starting point.

Background (Summarise specifics relevant to campaign – but not a full history of the business)

Product (Describe exactly what you’re looking to promote)

Proposition (Describe exactly what you’re looking to promote)*

Benefits (Support the proposition – why believe the proposition. E.g. in a car air bag = feature, but the benefit = safety)

Objectives of campaign/project (SMART - Specific, Measurable, Achievable, Results-oriented, Time frame) *

Target audience (Describe your ideal target. Profile them in detail - who they are, what they do, their interests etc.) *

Strategy (The long term plan for success and the plan for how it will be achieved)

List items to be included in campaign (E.g. envelope, letter, brochure, landing page, press ad or whatever)

Offer (Must be exciting – if there is one describe the mechanic, if not would you consider one and/or a competition) *

Design Issues (Special requirements for company logo, house fonts, corporate guidelines to be provided)

Desired Response (How do you want your audience to 1. Think, 2. Feel, 3. Act)

What will make them do this (What are the hot buttons that will get them to take action & respond)

List other media to support campaign (E.g. digital, email, press, radio, telemarketing, and so on)

Details of previous campaigns (Campaigns that worked for you in the past - or for your competitors & why)

Describe your brand (In normal everyday language what does your brand stand for)

Sales process (Describe your sales process - ideally in stages - and give an indication of sales cycle timing)

Budget (If not yet pinpointed give a realistic range/guideline & also what is an average sale worth in revenue terms) *

Any other notes (List any other important issues relevant to the campaign. In particular any numbers you have that may help us measure the campaign such as around average sale value, leads to sales conversion ratios and so on)

Who is responsible for deciding to move this forward (Other than yourself)

Supply reference materials (Guidelines, logo, brochures, marketing materials & previous campaigns you liked)

Full name*

Company*

Email*

Phone