What is the reason for running this campaign, what do you want to achieve?
What is the campaign strategy? Who is the target audience for this campaign?
What will the campaign comprise of? How will the campaign strategy be delivered?
What is the:
- core message of this campaign?
- call to action?
- tone for this campaign?
Please include any other key messaging to be used.
What is the spend? Please break this down into:
- campaign development
- online advertising
- offline advertising
What is the timing of campaign as whole and the breakdown into online and offline components?
How will the campaign be evaluated? What does success look like for this campaign?