Hi, have you ever wanted to start a project, so this is the first point of call, this a briefing document to give to your supplier

1. Date sent to client:
Date returned:
Dates Budget and Timing
What 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 Campaign
List the names/positions of decision stakeholders
List any suppliers/partners we will need to work with
Legals
Are 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

2. Project Outline Your Audience
Demographics, 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

3. Campaign Specifics
Tick 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

4. Search Engines Website Design and Tone
List 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

5. CAMPAIGN BRIEF
Content Your Current Website
Define 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