Getting the most from your marketing agency comes down to one thing: a strong campaign brief. Find out what you need to write an awesome agency brief in this SlideShareCampaign briefs are the cornerstone of a healthy relationship with a marketing agency, but they are far too often neglected or considered a chore. Putting the effort in to get things right at the briefing stage can have a huge impact on the success of your campaign, saving you time, effort and lost sleep further down the line.
In this SlideShare, we look at a few things marketers should keep in mind when writing an agency brief in order to get the most out of their campaigns, their agency, and their budgets.
Campaign brief template
Looking for a starting point for writing an agency brief? Here’s the questions that we use to kick start a marketing campaign.
Q1: Tell us what success looks like for this campaign
What are the outputs you would like to see from this campaign? What would be the best case scenario? Think about what metrics and KPIs you will need to report back to the rest of the business.
Q2: What are the key messages you want to communicate?
Q3: What products, services and solutions do you want to promote?
Give us an overview of the features and benefits that are most relevant to this activity - links to any supporting content, collateral or documentation you can provide would be very helpful.
Q4: Who are your target companies?
Please give us as much information as you can about the type of company you want to target - think about things like verticals or industries, markets, size, revenue. What does your ideal prospect look like?
Q5: Who are your target personas?
Please give us as much information as you can about the type of people you want to target - think about things like job titles or roles, their pains and challenges, objectives, characteristics. Who are we speaking to, and what is driving them?
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