We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you!
Presentation is loading. Please wait.
Published byNicholas Johnson
Modified about 1 year ago
© Copyright 2013 Upshot Marketing Ltd The perfect campaign brief Liz Wakefield, MD, Upshot Marketing
© Copyright 2013 Upshot Marketing Ltd The perfect brief…why? The better your agency brief, the better and more accurate the results will be. So if you’d like: better, more effective, measurable work cost and time efficiency fairer remuneration read on for our six steps to briefing success….
© Copyright 2013 Upshot Marketing Ltd Step 2: where are we now? This is the section that describes the background of the brief - the current position of the brand or the issue at hand What is the history behind the campaign? What is the current status? Why is there a need to change? The brief should try to contain the following information (as relevant): product or service description manufacturing or service delivery distribution channels market size (volume and value) customer usage data the brand’s positioning its history of brand communications competitive brands/products communications activity to date
© Copyright 2013 Upshot Marketing Ltd Step 3: where do we want to be? This is the section where you state the campaign objectives - the desired destination of the journey. Typical objectives are to effect improvements in: sales usage awareness image reputation profitability customer profile shareholder value and/or response levels
© Copyright 2013 Upshot Marketing Ltd Step 4: who are we talking to? This is the section where you outline the target market. All communications are designed to elicit some form of response from a particular group of people. These target groups should be defined and prioritised as accurately as possible via demographic and behavioural data, lifestyle data, product/service usage, attitudes, etc. Equally important are the insights that you and your agencies already hold about these target groups that can be leveraged to create the desired reaction. Often your agency will conduct further research to generate even greater understanding – and your existing insights will provide them with a useful and welcome platform to build on.
© Copyright 2013 Upshot Marketing Ltd Step 5: how will we measure success? This is the section where you outline campaign measurement You and your agencies need to know what success (or failure) will look like. Measures should be put in place to establish whether or not the campaign delivers against its desired objective. How will the campaign be measured? When will it be measured? What benchmarks currently exist? Who will measure it?
© Copyright 2013 Upshot Marketing Ltd Step 6: practical considerations The agency response(s) to your brief will have many consequences in terms of implementation, so it’s important that all the key practicalities for them to bear in mind are included in your brief. These fall into four main areas: Area 1: Campaign requirements What materials do you need? What formats? What quantities? Do you have copy written/ ready/ signed off?
© Copyright 2013 Upshot Marketing Ltd Step 6.2: practical considerations Area 2: timings What are the key delivery dates? What are the key payment dates? When should the key project milestones be set? What are the booking dates or deadlines for media? Should it consider the timings of other campaigns? Is there another related event? (e.g. a sales conference with a deadline that precedes the media copy date) How do you want the creative timings to run? What phases of pre-testing research are planned? What are the logistics of production?
© Copyright 2013 Upshot Marketing Ltd Step 6.3: practical considerations Area 3: budget Tackle budget upfront to reduce the reworking of solutions; the need to reduce total costs and to improve integration across the campaign. Your approach to setting the budgets may vary from brief to brief. Ideally, you will know the budget from the outset, in which case it should be clearly stated and broken down into its component parts. Sometimes ‘scenario budgeting’ will be required in order to give clear direction to the agency. Area 4: approvals The final piece of detail needed in the brief is who has the authority to sign off the work that the agency produces? This person (or people) should also be the one(s) to sign off the brief before it is given to the agency.
© Copyright 2013 Upshot Marketing Ltd Best wishes for a successful campaign
CREATIVE BRIEF. Creative Brief A document required in preparing for advertising, public relations, promotions, direct marketing, design and digital mediums.
Your Project Details.
Copyright © 2007 McGraw-Hill Ryerson Limited. Objectives To understand: The most important strategies used by marketers. The concept of market segmentation.
© 2006 Pearson Education Canada Inc. 4.1 Canadian Advertising in Action Chapter 4 Strategic Planning Concepts for Marketing Communications.
Newspaper ads that demonstrate the strategic role of Affinity.
Chapter 8 The Marketing Plan
Defining the Problem and Determining Research Objectives
Strategic Research Part 2: Planning and Strategy Chapter 6.
How we work. Our full service spans the campaign lifecycle, from briefing to delivery, and insights you can apply to drive future successes. Client brief.
Introduction to Marketing Bangor Transfer Abroad Programme PGDM Marketing Decision-Making and Marketing Decisions.
Creative Strategy and Development. Agenda Understand and be able to articulate the message development process Understand the structure, content and purpose.
BZUPAGES.COM. PRESENTED TO: SIR GHULAM ABBAS GROUP MEMBERS: ALIA ASHRAF(07-19) SAIMA ASGHAR(07-20) SHAFAQUE MAHMOOD(07-02)
Promotion Pertemuan 21 Matakuliah: J0114/Manajemen Pemasaran Tahun: 2008.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing 4/e by Quester, McGuiggan, Perreault and McCarthy 2–1 Part 1: Marketing strategy and.
Marketing Is All Around Us
Copyright © Houghton Mifflin Company. All rights reserved. 17–1 The Nature and Types of Advertising Advertising –Paid form of nonpersonal communication.
Learning Objectives: Chapter 16 Sales Promotion and Merchandising
D. Marketing a Small Business 6.00 Explain the fundamentals of marketing in a small business Explain marketing and its importance.
Marketing Your Product
Positioning - Where do u stand ? Contents Background Definition Positioning & Perception Positioning Concepts Positioning Process Positioning Strategy.
THE BUSINESS PLAN The Business Plan Chp. 5 ITB.
Module 26 Marketing Plan (Cont.). Target Audience Determining the right target audience is probably the most important part of your marketing efforts,
Chapter1 Defining the Problem and Determining Research Objectives Friday, October 20.
Proprietary and Confidential © ORIGINATE VENTURES 2010 Business Plan.
CREATIVE AND STRATEGIC PLANNING. “COPY PLATFORM” Plan or checklist that is useful in guiding the development of an advertising message or campaign 1.
Entrepreneurs discover a business opportunity when they find a solution to an unsolved problem or unmet need. The first step in an entrepreneurial venture.
Chapter 14 Promoting Products.
5-1 Copyright © 2009 Pearson Education Canada CHAPTER 5 Creative Planning Essentials.
Defining advertising objectives and strategy Yeshin (2006), chapter 9.
Chapter 3 Research Design. Focus Types of designs major sources of error in a research design.
The Main Idea Once an entrepreneur discovers a good business opportunity, the next step is to do market research. Market research helps to determine whether.
The Main Idea Once an entrepreneur discovers a good business opportunity, the next step is to do market research. Market research helps to determine.
Marketing Chapter Overview The meaning of market research The difference between primary and secondary market research Method of gathering information.
Business plan Name: Date: Author: Version:. business plan This section is usually the first in your business plan but can be finalized when the other.
1 Chapter 8: Marketing The Role and Impact of Marketing Marketing is all activities involved in getting goods and services from the businesses that produce.
CHANGE READINESS ASSESSMENT Measuring stakeholder engagement and attitude to change.
The Marketing Plan 4/19/2017.
Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Week 3 Lecture 2 Advertising Management – Creating Effective and Creative.
Campaign Readiness Project Overview Enabling a structured, scalable approach to customer-centric campaigns.
Copyright © 2012 Pearson Canada Inc. Part 3 Creating the Message 5-1.
Hisrich Peters Shepherd Chapter 8 The Marketing Plan Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin.
Chapter 3 Project Initiation
DIGITAL CAMPAIGN best practice introduction What? A recommended best practice workflow for digital campaigns Why? To produce more effective campaigns.
EFFECTIVE ENTRY INSIGHTS. Mobile is the most compelling, accurate, and inclusive marketing practice today In the past few years, mobile has exploded from.
Digital Marketing Essentials
November 19, 2013 Preparing a Successful RFP to get Desired Results.
1 The Brief What is a brief? –A written document advising where we want to take the brand, containing detailed information such as: Market situation Competitive.
3.01 Fashion Marketing.
Steps to Create a marketing plan that gets you new customers, more visibility, and peace of mind! Your presentation will begin shortly…
Feasibility and Business Planning Glencoe Entrepreneurship: Building a Business Feasibility Analysis: Testing an Opportunity The Business Plan 5.1 Section.
© 2017 SlidePlayer.com Inc. All rights reserved.