CLIENT:
PRODUCT OR SERVICE:
PROJECT:
OVERALL MARKETING EFFORT:

BACKGROUND INFORMATION/PROBLEM TO SOLVE:

Information detailing the past history of the client as it pertains to the project including a detailed description of obstacles to overcome, and challenges that must be considered.
KEY FACT:

The key message you want the prospect to interpret from this project.
ADVERTISING OBJECTIVE:

The desired response, reaction or call-to-action that the project must generate.
TARGET AUDIENCE:

The specific audience(s) that we are trying to reach.

PRINCIPAL COMPETITION:


List the client's primary competitors.
KEY BENEFIT:

What is the main benefit to the prospect that this project should convey, and the reason(s) why.
SELLING PROPOSITION/KEY STATEMENT:

A concise one-sentence summary of the most persuasive idea we can convey.
TONALITY/PERSONALITY:

Description of the tone or personality that the project should follow if specific guidelines apply.
MANDITORIES & POLICY LIMITATIONS:

List any legal or corporate guidelines that apply, or any format, styles, PMS colors, etc. that must be used.