Promotional brief

Client Name of organisation/branch/area

Contact Person to contact/giving brief

Product/service Name of product/event/promotion

Job title Name of item/campaign

Job number Your internal job reference and/or order number

Media/quantity Press, mail, PR, etc

Timings (Remember to include time for costing concepts and formats, any amends and approval procedures within your organisation, delivery etc.)

Brief agency Day 00.00.01

Present concepts Day 00.00.01

Mac layouts/copy Day 00.00.01

First draft artwork Day 00.00.01

Final artwork Day 00.00.01

To print/publication Day 00.00.01

Budgets (Remember to include photography or illustration if required)

Creative concepts £

Artwork £

Production/print £

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The brief

1 The product or service

Describe the product, service, event etc. you are promoting.

2 Items required

Description of items and sizes required e.g. •25 x 4 press ads• DL mailing pack• PR campaign• website Include details of required tone of voice, style. Give any background information e.g. whether this item is part of an overall campaign

3 What are we offering?

Description of product, service or event. Include as much detail as possible e.g. • seminar content and speaker details, dates and timings. • details of your facilities• any additional incentives, prize draws etc.• reasons why the offer is relevant to the recipient..

4 The key message

Sum up what you are trying to say in one sentence.

5 Who are we talking to?

Include a pen portrait of your target audience. Things that could be relevant include:• what their needs and requirements might be in relation to the offer• their job title/role within their organisation or company• are they a purchaser or a decision influencer?• any segmentation that may require creative variations• why they might be interested in what you are offering• any demographic details• list source/media• industry sector• level of ICT experience• whether this is the first time you have contacted them – and if not, details of previous contacts if it would affect tone of voice or copy content.

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6 What do we want them to do?

What reaction are you hoping to stimulate? e.g.• post the reply card• attend the seminar• become more aware of what UK online for business has to offer.

7 Response mechanism

What is it? Telephone, reply card, e-mail, fax etc.Include details of anything needed: • reply addresses• telephone and fax numbers• e-mail addresses and website details• business reply licence numbers that might be needed.

8 Mandatory inclusions

Give full details of anything that has to be included:• logos• typestyles• corporate colours• straplines• legal copy• source codes• bar code references• closing dates for responses• 'if undelivered' address for outbound envelopes

9 Specific production requirements

e.g. • hand enclosing•personalisation requirements/method• size or weight restrictions that might affect the design.

10 EnclosuresThe more you include at briefing stage, the more time you save later!• background information• fuller product details• visual references• graphic material on disc

Brief written by: Name

Date: 00.00.01

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