The brief is a very important element in the process of developing effective marketing solutions together with your agency. You use what we call a Strategic brief when the agency is new or when the assignment involves a new business direction, like a launch of a new product or targeting a new market segment.
Below you’ll find the eleven questions that normally forms the Strategic brief. Under each question, there is a short description of the kind of information that you’re expected to provide in your answers. You can download the full brief document here
1.Background
Describe what has happened and why. Summarize the key events initiated, the major decisions made, or the new strategy adopted – which called for this marketing communications program.
Summarize the market ambitions – what are we hoping to achieve, as well as why this will be possible in view of the developments described above.
2. What is the problem that marketing communications must solve?
Describe actual problems we face. Be sure they are such that they can be addressed with marketing communication, like lack of awareness or that the customers don’t understand the lifecycle cost aspect, etc.
3. Who are we talking to?
Primary audiences like buyers, decision makers, direct influencers.
Describe relevant company characteristics like industries, sizes and markets.
List secondary audiences like indirect influencers, future buyers/influences, internal persons, etc.
4. What is the mindset of this audience?
List relevant things the target groups know, believe, think and feel – and why.
What are their concerns, perceived problems or obstacles?
Brand perceptions – what is their awareness and knowledge about us?
What types of messages are they likely to believe?
5. How should our brand/product be positioned?
Discuss pros and cons of various positioning scenarios that could be considered, based on the audiences and mindsets described above.
6. What effects do we want marketing communications to have on the audience?
What should our audience know, think and do after seeing our communication?
8. What is the single most essential message that will achieve these effects?
Focus on one proposition or promise!
9. What evidence is available to substantiate this message?
Hard proof, facts, directly and clearly supporting the claims made above. Quantified whenever possible.
10. What kind of plan will do the job?
Describe the marketing communications tactics that you recommend to achieve the stated objectives.
11. What (if any) are the creative requirements on the program?
How have we worked so far? What works, and not?
With this brief as a base, you and your agency will have a joint roadmap for the project. This serves as a foundation for the creative team and as a “contract” between the client and agency.
Good luck!
And if you want to discuss communication, you are always welcome to contact ulf@sfinxconsulting.se
