| Date |
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| Name |
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| Email |
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| Phone |
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| Address |
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| City |
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| State /Zip |
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| Product/Service |
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| What is the product or service that you are offering? |
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| Project Background |
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| What is the scope of the project (e.g., logo, website, advertisement, brochure, e-mail campaign, etc.)? |
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| Target Audience |
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| Who is the primary audience you are trying to reach (to whom is the piece speaking to)? |
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| Communications Objective |
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| What is the project’s intended message? |
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| Target’s Desired Behavior |
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| What do you want your target audience to do upon learning about the product/service? (i.e. brand recognition, generate sales leads, increase traffic to website, etc.) |
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| Value Proposition |
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| What is the key benefit of the product/service for the intended audience? |
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| Key Messages (primary and secondary) |
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| What primary message points need to be communicated? |
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| Features/Benefits |
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| What are the most important features and the resulting benefits of those features? |
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| Obstacle(s) to Success |
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| What might deter the target audience from participating? |
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| Competitive Environment |
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| What other companies and products/services compete directly with your offering? |
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| Must Have Footage |
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| Please bullet out the shots/footage that we must secure for the piece. |
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| Tone and Manner |
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| What should the look and feel of the project portray? Use adjectives to describe the desired audience experience and perspective (e.g., hip, fresh, conservative, leadership, trusted). |
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| Legal Considerations |
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| What legal issues should the creative team be aware of when completing the project? |
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| Mandatories |
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What information must appear in the project (i.e., required graphics or illustrations, URL, company address, etc.)?
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| Company Key Messaging |
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| Succinctly describe the company’s primary positioning/messaging: What do you do? Why does it matter? Why is it better? |
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