The quality and success of any project depends on the quality of
the brief. If your consultant understands your needs, and the background
to your project, it is more likely to be successful.
At the beginning of any project, you will find it useful to think
around, and add details to, the following framework. Background
What is the company history?
What do you sell?
(PRODUCT, or service, range and mix, features and benefits, competitive
advantages)
What is your pricing strategy?
(PRICE, budget, commodity, premium)
Who do you sell to?
(CUSTOMERS, geography, industry, segments, people)
How do you reach them?
(CHANNELS, single, multiple)
Which marketing communications techniques do you use?
(PROMOTION, proposition, tone, techniques)
Who are your competitors?
(COMPETITORS, number, size, similarity)
The issue
What is the nature of the particular situation that you want
to address?
In what way will things be different when the issue is successfully
resolved?
The project
What do you want to achieve?
(OBJECTIVES)
What benefits do you expect to see at the end of the project?
(DELIVERABLES)
Who will influence the execution of the project, and in what way?
(PEOPLE)
What sources of information and opinion are available to contribute
to the analysis?
(RESOURCES)
How long do you have to achieve a result?
(TIMESCALE)
How much are you prepared to invest to achieve a result?
(BUDGET)
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