1. Client/ Brand logo Copyright statement Agency logo Sales Promotion Document A structural template Date Month Year Make sure the logo definition is sharp

2. Client/ Brand logo Copyright statement Agency logo The Primary Objective of the Brief Put down what you understand to be the brief’s Primary Objective. Make sure the objective is single minded Multiple/blurred objectives are the route to compromise - and compromise is the route to failure If the Primary Objective is not single-minded and crystal clear to you, ask the Client which of these questions is most relevant to the brief: “What evaluation data will determine if the campaign has been a success or not?” “What tangible objective, if achieved, will deliver the highest pay back?”

3. Client/ Brand logo Copyright statement Agency logo Agency’s Objective To develop a powerful, visible and ownable campaign that will: Deliver (Brand’s business objectives – share/sales/whatever) Deliver (the Brand’s communication/promotional objective) Positively differentiate (Brand name) from (the competition) in the eyes of (the target audience of the brief)

4. Client/ Brand logo Copyright statement Agency logo A rigorous approach to the Brief 1. Demonstrate a complete understanding of the challenges faced by the Brand and how specific challenges relate to this brief 2.Get an in-depth understanding of the primary audience 3.Use the Brand’s Positioning statement (and USP if it has one) and the insight into the target audience to determine which simple message will most engage with (the target audience) to maximise the achievement of (the promotional objective): The simple message becomes the promotional proposition 4.Decide which medium/media are most appropriate/cost effective to deliver this message at the most opportune time to meet the objective.

5. Client/ Brand logo Copyright statement Agency logo A rigorous approach to the Brief 5. Determine which method to use 6.And the mechanic/technique which case studies conclude is the most appropriate to meet the objective 7.Present a highly persuasive offer that research shows will undoubtedly motivate the audience to (do whatever the primary objective is) 8.Establish what (if anything) will follow up the campaign, and the business case/argument for doing so 9.Explain how the campaign will be evaluated (so that it can be demonstrated that the brief’s business objectives have been achieved)

6. Client/ Brand logo Copyright statement Agency logo 1. The Challenge of the Brief (In no more than 1 or 2 pages) Review your understanding of: The Brand’s customers (if different to the brief’s target audience) The Brand’s marketplace The Brand’s personality How do these interrelate with the primary objective? Demonstrate quickly/prove that you understand the key issues facing this Client team/Brand. Include what challenges (if any) need to be met/overcome for the agency/the Brand to achieve the brief’s primary objective What considerations must be taken into account?

7. Client/ Brand logo Copyright statement Agency logo 1. Competitor understanding If relevant to the brief, review your understanding of the Brand’s primary competition. What are their USPs? Strap lines? Positioning? Do you also need to demonstrate your understanding of the Category? (Would mapping competitor positions enhance your explanation/understanding?)

8. Client/ Brand logo Copyright statement Agency logo 2.Key consumer insights that have driven our Promotional Strategy Agree with Planning how to gain the (consumer) insight, using: TGI/Brand Republic analysis Factory/store/site visit Vox-pops Questionnaires Consumer focus groups (both pre- and post-creative) Other desk research/MSN/Google/etc Client team supplied research Previously campaign evaluation/case studies

9. Client/ Brand logo Copyright statement Agency logo 2.What makes them tick? Create a Pen Portrait: What excites and inspires them? How we can ideally appeal to them? How do they feel about (the Brand’s competitors)? What is their role in the decision to buy (the product)? What do they do, feel that is relevant to the Brief? What is their relationship to (the Brand)? What do they think about it?

10. Client/ Brand logo Copyright statement Agency logo 2.Changing what they think What do we want them to think about (the Brand) What do we want them to do?

11. Client/ Brand logo Copyright statement Agency logo 3.The Brand Positioning (The Brand’s Positioning statement)

12. Client/ Brand logo Copyright statement Agency logo 3.The Brand’s USP Positioning The Brand’s unique selling proposition OR The unique selling personality Brand personality is often a more powerful sales message than a Unique selling proposition. Few brands have a substantial USP, and consumers are often more comfortable buying a personality that they want to associate with.

13. Client/ Brand logo Copyright statement Agency logo 3.The campaign Proposition The Promotional Proposition: (The single-minded benefit-led proposition, ideally using the Brand’s USP, if it has one) Support: (Why should this statement be believed?)

14. Client/ Brand logo Copyright statement Agency logo 3.The campaign Proposition What is the rationale for this Proposition? Why is this Proposition the most persuasive message we can put to our audience to get them to do what we want

15. Client/ Brand logo Copyright statement Agency logo 4.The ideal medium/media Which medium/media are most appropriate/cost effective to deliver this message at the most opportune time to meet the brief’s primary objective? Why? How responsive is our audience to the/each medium?

16. Client/ Brand logo Copyright statement Agency logo 4.Communication Strategy - media The simpler this is, the more likely the campaign will achieve its objective

17. Client/ Brand logo Copyright statement Agency logo 5.The ideal method? Field Marketing Couponing Sampling An exhibition stand Advertorial Public Relations campaign Newspaper supplement Bounce-back offer Cause related campaign (Charity) Interactive Promotion Trade Promotion Click Through Events Insert Microsite SMS Viral/word of mouth Direct Response Your choice of method could be one/a combination of the following:

18. Client/ Brand logo Copyright statement Agency logo 6.The ideal mechanic Go through the options in the ‘Promotional Mechanic’ tab on the Home Page. Make use of the document ‘Matching the Objective to the Mechanic’ Give the rationale for the chosen mechanic

19. Client/ Brand logo Copyright statement Agency logo 6.Communication Strategy - mechanic The simpler this is, the more likely the campaign will achieve its objective

20. Client/ Brand logo Copyright statement Agency logo 7.The offer This is where a brainstorm may well deliver you the answer Also for a bit of inspiration, have a look at ‘Direct marketing offers – 57 varieties’ in Chapter 7.5 of the IDM Practitioner’s Guide (pages 12 to 21).

21. Client/ Brand logo Copyright statement Agency logo The Creative Work

22. Client/ Brand logo Copyright statement Agency logo Check to Success – part 1 To succeed the promotion must be: 1.Seen What proportion of your target audience will see the offer? 2.Interesting Why will the added value be particularly interesting to this audience? 3. Understood The offer must be crystal clear – at a quick glance.

23. Client/ Brand logo Copyright statement Agency logo Check to Success – part 2 To succeed the promotion must also be: 4.Credible Is the value that’s being offered truly credible? Even if the value is the fun of taking part 5.Relevant to its time and the Brand Could the Brand’s competitor run the same promotion? 6.Persuasive Is the audience going to make the effort to participate?

24. Client/ Brand logo Copyright statement Agency logo Consumer Journey The simpler this is, the more likely the campaign will achieve its objective

25. Client/ Brand logo Copyright statement Agency logo Implementation process Go into enough detail to reassure the Client that the Agency is experienced and competent using the chosen media, method and mechanic.

26. Client/ Brand logo Copyright statement Agency logo 8.The follow-up to the campaign This may be the fulfilment of the promotion A bounce-back offer An email saying ‘Thank You’ An emailed questionnaire researching the affects of the campaign Whatever it is, it needs a business case argument for doing it

27. Client/ Brand logo Copyright statement Agency logo Tailormades Are tailormade campaigns feasible? Cost effective? Are tailormades going to make the primary objective more achievable? Is there a business case for them? Can we give any guarantee of them being accepted by the third- party?

28. Client/ Brand logo Copyright statement Agency logo 9.The campaign evaluation Agree with Planning, what evaluation proposal should be put forward to prove that the brief’s primary objective has been achieved.

29. Client/ Brand logo Copyright statement Agency logo Example key dates in the Time Plan Creative presented: Day, date, month, year. Feedback on creative: Day, date, month, year. Creative and design developed: Day, date, month, year. Copy written/approved: Day, date, month, year. Photography complete by: Day, date, month, year. Artwork signed off by Client/Legal: Day, date, month, year. Print Proof signed off by Client/Legal: Day, date, month, year. POS artwork sent to print: Day, date, month, year. Website copy written/approved: Day, date, month, year. Website approved: Day, date, month, year.

30. Client/ Brand logo Copyright statement Agency logo Budget Overview Use the Budgeting template in the ‘100 Templates’ tab on the Home Page, to develop a Budget Breakdown for the campaign.

31. Client/ Brand logo Copyright statement Agency logo Copyright This proposal is presented on the basis that it will be treated as confidential by the recipient. The recipient will ensure that it is only seen by those of its senior managers who need to see it. This proposal shall not be used in whole or in material part without (Agency name’s) agreement. This proposal is a copyright work of (Agency name’s) and may not be reproduced in whole or in part in any form or any media without the prior written consent of (Agency name). The client is recommended to discuss with (Agency name) any points made in the proposal relating to the client’s company, products or Business All information, advice and forecasts of redemptions given by (Agency name) are estimates and expressions of opinions only, and whilst they are given in good faith, the client makes use of such information, advice and forecasts at its own risk (Agency name) recommends that all proposals are reviewed by the client’s specialist legal advisers before implementation. However, (Agency name) can arrange for legal clearance to be obtained for the proposal following written instruction from the client