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Campaign Brief

Campaign Brief. The CB…. Clarifies questions Is linked to initial research Gives reasons and justification for campaign decisions Tests the waters to see how the client likes your ideas Will be submitted week 5-6 through CAD process for approval Is the basis for the MSM and final report.

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Campaign Brief

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  1. Campaign Brief

  2. The CB…. • Clarifies questions • Is linked to initial research • Gives reasons and justification for campaign decisions • Tests the waters to see how the client likes your ideas • Will be submitted week 5-6 through CAD process for approval • Is the basis for the MSM and final report

  3. Requirements • ~ 8 pages in length (which is not inclusive of executive summary, the appendices of sample ads, media lists, etc.) • Your content is what makes up the brief - it is not a question and answer form • Include a cover page that has your agency name, school, and program • Attach to brief: advertising and PR media lists and rough samples/drafts of ads that you intend on using

  4. Executive Summary pg. 1 • Snapshot of CB • Highlights findings, conclusions, and actions to be taken • Client often refers to this page for pertinent information

  5. Client Info/Objectives Product/Service Description Objectives Target Market Profile Demographics Psychographics/Behavioral Other info describing target market CB Outline

  6. CB Outline • Environmental Analysis • SWOT • Research Summary • Summarize highlights of pre-survey • Include key-findings from additional research tactics (ie focus groups) • Mention method of data collection (ie x students distributed x surveys on x date and time)

  7. CB Outline • Campaign Message • What is your message? • Rationale for message • Creative slogan • How does slogan fit with campaign message?

  8. CB Outline • Campaign Deliverables • Advertising • Tactics • Media Mix • Projected numbers for reach, gross impressions, circulation, and frequency • Public Relations • Planned media distributions • Hook • Media Mix • Follow up plan with media

  9. CB Outline • Campaign Development cont… • Campaign Strategy • Define central strategy • Strategy rationale • Plan for participant interaction • Supporting elements • Measurable results (Opt-in cards) • Contingency plan

  10. CB Outline • Budget • Review and breakdown • Expected increase in value per each department • ROI • Timeline • Timeline breakdown • Include specific dates (MSM, FP)

  11. CB Outline • Assessment and Evaluation • Questions to answer (don’t have to write down): • Do components achieve client objectives? • Is strategy comprehensive/cohesive? • Does research support campaign? • Is message clear/concise? • Value to client? • Is timeline achievable?

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