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Campaign Brief for Communication Agencies
Campaign name
Author
Background – Activity
What solution/product are we
goingt...
2
group today, BEFOREcampaign?
What do we wantthemto feel/do
AFTER the campaign?
What is theCUSTOMER’S
INISGHT (key though...
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Примеры брифов: Communication brief for_agencies_miscrosoft

Примеры брифов: Communication brief for_agencies_miscrosoft

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Примеры брифов: Communication brief for_agencies_miscrosoft

  1. 1. 1 Campaign Brief for Communication Agencies Campaign name Author Background – Activity What solution/product are we goingto promote by this campaign? Why do we needthis campaign? Marketing Objectives Objectives Chooseone or twoobjectives (one objective is preferred) Primary Creating awareness& ChangingPerception Driving Deployment BuildingCommunities & Relationships GeneratingLeads OptimizingOpportunities Readying Partners Comment: Secondary Creating awareness& ChangingPerception Driving Deployment BuildingCommunities & Relationships GeneratingLeads OptimizingOpportunities Readying Partners Campaign Targets Raw Impressions DeliveredImpressions Initial Response End Actions MQPs Opportunities Win Cost Per End Action,$ ROMI Customer’s Experience Path ATL BTL Initial Involvement Creatingawareness& Changing Perception Paid Search Banners on MS.COM Bannersoff-MS.COM Press Outdoor Radio DVDs TV Other Online directmail-newsletters PR Offlinedirect mail ViralMarketing Sponsorship Activities in blogs Other Engagement: LandingPage-URL www. Engagement: End Actions Choosemin 1 andmax 5 End Actions (one EndAction per campaign is preferred) Event -Webcast Free Event (live) – with filledquestionnaire Paid Event (live) – with filledquestionnaire Partner Offer InitiateSales Contact– Email InitiateSales Contact– Click toChat InitiateSales Contact– Click toCall MarketingCollateral– Kit MarketingCollateral– On-DemandVideo MarketingCollateral-WhitePaper Online Training Product Offer (discount) Product Offer (free) Profile Update Scripted Demo SoftwareTrial SoftwareUpdate/Upgrade Subscription – MS Program Subscription – Newsletter Virtual Lab/Hands-On Demo Other Demand Generation Following up by Telesales/ Account Managers Following up by Partners Automatic follow up (proposing to buy online) Target Audience(s) Target Groups Primary BDM Developers Elites ITPro ITDMs Information Workers Influencers Internal Microsoft Consumers, Other individuals_____ Sales andmarketingreps(Channel) Secondary BDM Developers Elites ITPro ITDMs Information Workers Influencers Internal Microsoft Consumers, Other individuals_____ Sales andmarketingreps(Channel) Segment EPG Public Depth % % % Breadth Mass market % % Titles/positions of our TA. TA Description,their needs Competition -what arethe available offers for our target group in themarket? What is theattitude of the target
  2. 2. 2 group today, BEFOREcampaign? What do we wantthemto feel/do AFTER the campaign? What is theCUSTOMER’S INISGHT (key thought, pain point or expectation) wereply to? Use customer language. Message KEY MESSAGE (ONE sentence) – it has to be answer tocustomer’s pain /need.Thinkbenefit, not feature, that is our uniquepoint of difference Reasons To Believe Providemost relevant persuasive and clear proof points for the message Agency Tasks ForMedia Agency Developing media strategy Developing list ofwords for paid search Media Buying Other ForCreative/Digital Agency Developing trough-the-lineidea Adaptation of internationalmaterials Developing advertisingmaterials for developed media mix Developing landingpage Developing list ofwords for paid search Other For Event Agency Organizing Event Other Timing Brief meetingwith agencies Contactreport(s) LaunchingLandingPage Campaign starts Campaign ends Post Campaign Report Agenciesevaluation Synergies Are there other activitieswe should consider for increasing efficiency? Other activitiesfor the sametarget group? Globalcampaigns? Externalevents? Partner involvement? Others? Other/ Considerations Signs Mandatory Owner (name, date) Campaign Manager (name,date) Media Agency (title, name,date) Creative/Digital Agency (agency, title, name,date) Event Agency (agency,title, name,date) Mandatory for Campaign with online part Web Lead –date Mandatory forCampaign with PR PR and CommunicationsDirector –date Mandatory forGA, for local - involvement defined by Owner/Campaign Manager Ad Lead –date

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