WHAT IS THE OBJECTIVE OF THIS CAMPAIGN? BRANDING OR CALL TO ACTION? GIVE DETAILS.
(Gain market share through increased trial, reinforce customer loyalty etc)
WHO ARE WE TALKING TO?
(How much do they earn? Are they married? Do they have kids? Where do they live? Etc. By age/sex class etc, and also related to our brand - what do they currently think / feel about you? Mention any secondary target groups e.g. rivals, trade etc)
WHAT'S THEIR PROBLEM OR NEED?
(Are they time-poor? Is their car old and unreliable? Are they on a tight budget? Do they want to feel better about themselves?)
WHATS THE ONE THING YOU WANT TO TELL THEM?
(How can your product/service solve their problem?)
(BRANDING) WHY SHOULD THEY BELIEVE YOU?
(Because you can beat any price, you won car of the year, 9/10 people prefer your brand etc. Prove your point. Communicate your USP. How are you different to your competitors?)
(BRANDING) HOW SHOULD THEY FEEL?
(CALL TO ACTION) WHY SHOULD THEY ACT NOW?
(Can your competitors match it? Reason or sale / event?)
TONE OF VOICE
(How do you want to come over, in brief)
MANDATORY INCLUSIONS (IF ANY)
(eg. website, audio logo etc)
ADDRESS, PHONE, WEB
Choose one only
OTHER MEDIA / MARKETING ACTIVITY
DESCRIBE THE FREQUENCY / WEIGHT OF CAMPAIGN / ON-AIR DATE
(Which media, and what kind of weight of activity? How many ads?)