Website

1 → Job description

What do you want the creative team to produce?

2 → Job description

Is it a banner campaign or should they build a website?
(Also be open to any other suggested mediums but keep budget in mind)

3 → Target Audience

be as detailed as you can about the target audience.

4 → Objective

what is the advertising intended to achieve?

5 → Objective

What do you want the target audience to do or think?

6 → Objective

Are they expected to buy something, use more of something or switch brands?

7 → Single-minded proposition

what is the single motivating and differentiating thing we can say about the brand.

8 → Substantiation

why should the customer believe you?
A credible message is very important here.

9 → Key Response

what do we want the target audience to do or think as result of the advertising?

10 → Key Response

what believes, attitudes, opinions or behavior do you want to change?

11 → Desired brand character

how do we want people to feel about the brand after they have seen the communication? happy? Confident? Warm? Angry?

12 → Mandatory inclusions

what must be incudes in the communication? for example logo, taglines, phone numbers, web address etc.

Branding