| Marketing Objective | (?) |
What is the overarching marketing goal that supports the business objective (e.g., increase preference, drive conversion (sales), increase frequency, brand awareness)?
|
| Context | (?) |
What are the social and industry-specific factors that may affect this campaign?
|
| Communications Challenge | (?) |
In the form of a question, frame the opportunity and the change we’d like to affect in the audience’s relationship with the brand.
|
| Audience | (?) |
Who are the people that we want to address with this communication? What are their habits, tastes, and lifestyles?
|
| Cultural Insight | (?) |
What unique audience attributes (attitudes, behaviors, and beliefs) can we leverage to make this communication culturally relevant? To what extent does cultural identity play a role in decision-making?
|
| Core Desire | (?) |
The culmination of the Audience and the Cultural Insight. What is the most powerful human desire the brand can fulfill?
|
| Brand Idea | (?) |
The overarching statement of what the brand stands for.
|
| Stimulus | (?) |
What is the main idea that we must communicate to spark the intended Response?
|
| Reasons to Believe | (?) |
What can the brand get credit for (specific benefits, attributes, brand truths, etc.) that will make the Stimulus believable?
|
| Response | (?) |
A statement that captures the intended reaction to the Stimulus.
|
| Measures of Success | (?) |
What metrics will we use to measure the campaign effectiveness against the stated Objective?
|
| Mandatories | (?) |
What are the creative requirements?
|
| Deliverables and Timing | (?) |
What do we need to create? Schedule and timeline.
|
