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3. Objectives (where do we want to be?) Explain what you want to achieve, e.g. increase sales, improve awareness, raise response levels, etc. Try to make your objectives specific and measurable.
4. Strategy (how do we get there?) Give details of what you want agency to do for you, e.g. a direct mail campaign, a website, a brochure, etc. Explain how what you are asking agency to do fits in with your overall marketing strategy.
5. Audience (who are we talking to) Your objective is to get a response from your audience. Tell agency who your target audience is. Define your audience(s) as accurately as possible and share any insights you have about them with agency.
6. Evaluation (what success will look like) How will you measure success? When will it be measured? Who will measure it?
7. Practicalities Mandatories: Is there anything that must be included; for example - offer terms and conditions? Are there any corporate identity guidelines? What legal constraints are there?
Timings: What are deadlines? What are media booking dates (if applicable)? By when do you want to see creative concepts? Does project have to tie in with dates of other campaigns?
Budget: Specifying a budget up front will help to avoid reworking of solutions. If you are reluctant to do this, then suggest three budgets and ask agency which they would recommend and why. Alternatively, ask agency to recommend a budget.
8. Approvals (who signs off work) This should be same person who signs off brief before you give it to agency.
The time spent preparing a brief will pay off in long term. The agency needs a starting point and to know where it is you wish to go. Your brief should inspire them and enable them to do their best work for you.
Copyright © 2004, Chris Smith
Chris is a partner in Mano Design ( http://www.mano-design.com ) - a Vancouver design and marketing agency.