A Agency brief sales promotion

Client/Brand: Category: Campaign title: Agency name: Brief writer: [Type over complete] [Type over complete] [Type over complete] [Type over complete] [Type over complete] to to to to to Date briefed: Response required Campaign dates Key Client contact: [Type over to complete] [Type over to complete] [Start/finish dates] [Type over to complete] [Type over to complete]

-------Introduction, Background and Business context Agency Brief [What circumstances have brought about this brief?] [What's the rationale for running the campaign?] [Why has (Sales Promotion) been chosen to achieve the objective?] [What's happening in the Brand's marketplace?] [What's the Brand's market share?] [Volume/value share?] [What's the Brand's penetration?] [AWOP?] [Is regionality or seasonality a factor?] [What are the channels of distribution?] [Which Brands are promotionally active in this category?] [Which is seen as the Brand's key competitor?] [What are they up to at the moment?] [How are they positioned differently?] [Once our campaign goes live, what reaction might you expect from them?] [Are the retailer own-brands promotionally competitive to the Brand?] [What is the Brand's business strategy towards its competition?] [What [What [What [What [What does the Brand product/service do that is new and interesting?] is special about it?] benefits does it offer the consumer?] is the Brand Positioning (Brand promise/core value)?] is the Brand's communication strategy?] The

[What recent previous campaigns have run? (successfully or not)] [What was the consumer response? Why?] [Are there any relevant Case Studies?] [What was learnt?] [Can the Agency talk to Sales or to the Customer Services dept?]

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[What is the category size? ] [What are the opportunities or threats to the category? ] [What's expected to happen to the category:] [1. Three months before the Campaign?] [2. During the Campaign?] [3. In the three months after the Campaign?] [Where is the product/service sold?] [Who are the major trading customers?] [The major retailers?] [What merchandising/POP constraints are relevant to this brief?] [Is there a primary account/channel?] [What is the sell-in process for the key accounts?] [Is there a key contact(s) that the Agency should be aware of?] [If communication can be on-pack, how many packs/SKUs will carry it?] [What are the executional constraints for packaging?] [Can promotional literature/material be inserted in the pack?] -------The Brand context Brief [What are we trying to say about the Brand to our audience?] [What is the Brand Essence?] [Which elements are particularly important to this campaign?] [What in particular must the campaign enhance/support?] [What problems/challenges does the Brand face?] [Why should people buy this Brand?] [What are its strengths? Its weaknesses? Its opportunities?] [What problems/challenges/threats does the Brand face?] [What complaints are made about the Brand?] [What objections need to be overcome?] [When does the customer experience a 'moment of truth' with the Brand?] -------The Objective(s) The Agency Brief [What is the primary objective that the Agency must focus on?] [If the Primary Objective is not obvious, ask yourself:] [1. What evaluation data will determine if the campaign has been successful? or] [2. What tangible objective, if achieved, will deliver the highest pay-back?] [Is this specific to this brief or to the whole communications campaign?] [How was this objective arrived at?] [Is there an example of a similar campaign achieving this objective?] [Is the Primary Objective SMART?] [By when must the primary objective be achieved?] [Is there a designated target/KPI to achieve?] [A response target? A response rate?] [A cost per order? A cost per sale? A cost per acquisition?]

The Agency

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[A return on investment objective? A revenue target?] [A market share or market penetration increase?] [What other, secondary, objectives does the campaign have?] [What will be evaluated to determine the success of the campaign?] [Who will supply the evaluation/performance indicators?] [The Fulfilment/Handling House, the Brand Team, ACNielsen, TNS, etc] [When will this data be available?] [Is there an opportunity to cross-sell/up-sell?] -------The Communication Objective(s) Brief [What is the role for communication in achieving the Brand objective(s)?] [How will this be measured?] [Are there past campaign case histories?] [What variables/circumstances might have affected these results?] -------The Communication target audience Agency Brief [Who is the primary target audience?] [Defined in geo-demographic and lifestyle/attitudinal (and financial) terms?] [Does this audience differ to the current consumer in any way?] [i.e. is this a new audience, or are we targeting current consumers?] [Are the audiences segmented?] [Is there a secondary audience to be targeted?] [What does the ideal prospect look like?] [The Primary target?] [The Secondary target?] [What kind of people are they?] [What is their relationship with the brand?] [How do they feel about it?] [How do you want them to feel?] [How do they feel about the competition?] [How do they feel about previous communication campaigns?] [Is there any research the Agency can look at?] [Does the Brand team/PR Agency/Ad Agency have any insights?] [Are there segmentation studies that will give insight into the audience?] [What role does the target audience play in the buying decision?] [Are we speaking to the decision maker or to the consumer/user?] [Who else influences the buying decision?] [What role do they play?] [How is the buying decision reached?] [What are the crucial determinates of that decision?] [What features and benefits are key to making that decision?] [How loyal are they to the brand?] [How frequently do they purchase?] [When do they decide what to buy?]

The Agency

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[Where are they when they make this decision?] [Where should our message be to most influence their decision?] [Is there a Trade or Salesforce audience as well?] [What is the Agency brief regarding this audience?] -------The Proposition [What's the Brand's unique selling proposition?] [Does the Brand have an emotive point of difference?] [For this brief, what is the primary take-out for the target audience?] [What's the hook?] [What message will get them to change their perception/behaviour?] [What is their desired response?] [What do we want them to think?] [What do we want them to feel?] [What do we want them to do?] [How should people feel after seeing this promotion?] [Which emotions should the promotion tap into?] -------The support to the Proposition Agency Brief [Why should they believe this message?] [What facts support it?] [What Brand features, attributes or benefits support this message?] [Or are there emotional reasons to buy the Brand?] [What is ownable (even if it is not unique)?] -------The offer The Agency Brief [Is an offer to be made to this audience?] [Free trial?] [ A free sample?] [Money back guarantee?] [Free offer?] [Other guarantees?] -------Media The Agency Brief [Is the medium/media prescribed for this brief?] [On-pack, Radio, POS, Advertorial, email, etc?] [Which other media will be supporting this campaign?] [PR? TV? Trade activity? Product news? When does it start?] [How can the Agency support the implementation of these campaigns?] [Does the website need to be updated as part of this campaign?] [Is there a specific brief for the website?] [Could email/the website act as an alternative response device?] -------Integration with a core campaign Brief [Is there a media neutral 'big idea' that this campaign must integrate with?] [What element(s) should be common to all?] [Strapline?] [Design icons?] [Images?] [Campaign phraseology?]

The Agency Brief

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The Agency

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-------Tone of voice Agency Brief [What tone of voice will be most effective?] [What Brand personality is important to the tone of the message?] [What Brand values must come through strongly?] [Is there a Brand template/pyramid?] -------Response device [What response options are most appropriate/affordable?] [Telephone? SMS? Freephone? Local call charge? Available 24/7?] [Post? Freepost? 1st Class Reply Paid?] [Email?] [The Website?] [Are the responses going to be datacaptured?] [Is this cost within the given budget?] [What information must be requested on the reply device?] -------Mandatories/Constraints Agency Brief [What are the mandatory executional considerations of the brief?] [Are there packaging/production constraints?] [What Legal requirements are there?] [For the Logo?] [Copyright?] [Trademarks?] [Category legalities?] [Data Protection?] [Are there Brand usage guidelines that the Agency can access?] [Is a specific typeface mandatory?] [Is there a specific strapline?] [Do you have any advice on the use of images/language?] [Are Coupons an option?] -------Timing Brief [What are the critical dates of this campaign?] [Lead-time for packaging?] [Sell in?] [Salesforce briefing?] [Is the campaign's timing determined by activity in other media/PR?] [What are the timings of the Brand team's internal approval process?] [Legal dept? Sales?] -------The Campaign Budget Brief [What is the budget?] [Is it a fixed or variable budget? (dependent on response)] [Are there guidelines on allocation?] [What does the budget cover?] [Research? Agency Fees? Media cost? Postage? Pack origination?] [Offer/reward? Handling? Datacapture? Production? Fulfilment?] The Agency The

The Agency Brief

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The Agency

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[Internal launch/support activity? PR? VAT? What else?] [Are there preferred suppliers the Agency should use?] -------The Agencys response to the brief Agency Brief [When (date/time) will the Agency present back?] [Where will the presentation take place?] [Who will be attending?] [What facilities are available for presentation?] [White screen? Projector?] [How should the first stage concepts be presented?] [Black & White scamps? Colour concepts?] [Mac visuals? As a mock-up?] [How may copies will be required?] [Who will review these?] [Whose approval will be needed for the proposal to progress?] [Who will be signing off from a Legal aspect?] [What stages (concepts/copy/artwork/proof) will Legal need to approve?] [Who will act on their behalf if they are away/on holiday?] [Will any other third party need to give its approval?] [What involvement will Purchasing/Procurement have?] [Which regulatory body needs to approve the campaign?] -------Key information to support this brief Document location (e.g. attached) Brand/Corporate guidelines Other mandatory information Promotional offer/incentive Communication strategy Technical spec/limitations Legal/research/other: END

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