Date sent to client:

Date returned:

Dates Budget and TimingWhat is the expect project budget for entire project

Name

Client Contact Details

Email

Mobile

Work Number

Company Name

Client Details

Street Address

Web Domain Global

Web Domain Local

Postal Address

The required completion date – everything in market

Explain milestones that coincide with launch date

Stakeholders In CampaignList the names/positions of decision stakeholders

List any suppliers/partners we will need to work with

LegalsAre there any legal issues we need to consider

Do you own all rights to all materials a) currently on your website b) additional campaign assets

No Yes Dont Know

CAMPAIGN BRIEF

Project Outline Your AudienceDemographics, psychographics, disposable income

List communication programs currently used to connect with audience + frequency – in-store + online

Detail the key objectives of the campaign – be specific

List campaign objectives in order: Branding, Information / Education, Engagement, Sales + ???

What are objectives that will define success – List specific metrics where possible:Traffic, Engagements, Sales ($)

List current audience data collection touch-points in your communications mix – list all?

How do you currently use customer data collected?

List any truths about the product including: Product usage, Average Sale, Who influences purchasing, Customer perception of Product and Company

Audience Insights

CAMPAIGN BRIEF

Campaign SpecificsTick Business Results Expected With This Campaign

Detail the key messaging you wish to take to market

Detail mandatory campaign tactics you wish to take to market

Do you have the organisational resources to produce any marketing output internally

• Mass Brand Awareness and Appeal - define• Niche Brand Awareness and Appeal - define• High Sales – define high• Medium Sales – define medium• Entry-level Sales – define entry level• Brand Preference and Intension To Purchase• Positive Audience Brand Sentiment - Define• Supermarket shelf positioning• A community of strong brand advocates• Endorsement from a health entity• Repositioning – define from what, to?• Category ownership – define the category +

list key differentiation to competitors within the category

• Others – Please detail:

Other features required

CAMPAIGN BRIEF

Search Engines Website Design and ToneList the top 5 search terms that audiences would type to find your website

Additional relevant search terms

Detail your social media strategy

List all URL’s of social media channels and external websites linked to this project – IE Facebook / Global

Social Media

Do you need help in enhancing your Social presence

No Yes Dont Know

Approachable Corporate Authoritative Credible/Expert Elegant Fresh Funky Stylish Helpful Simple/Clean

Consumer Friendly Modern Natural/Organic Playful Sophisticated Helpful Caring Humble Prestigious Slick

Other Words That Define Your Website Style / Tone

Do you have corporate brand guidelines to share

No Yes Dont Know

Do you have any suggested imagery, tones, colours

CAMPAIGN BRIEF

CAMPAIGN BRIEF

Content Your Current WebsiteDefine the type of content on website or in use in marketing: Incl photography, video, audio, assets

What content has currently been produced

What new content needs to be produced

Detail other supporting marketing content produced

Do you need assistance in producing new content

No Yes Dont Know

What is good about your existing website - UX

How does your website perform against objectives – Traffic, Sales, Response Rates, Leads, Reputation

What is bad about your existing website

Provide current traffic figures, dwell time, downloads

Who hosts your current website / new website

Competitors & Comparative List the websites of all major competitors

List those websites you like – design & functionality