Have you ever struggled to write a project brief? Perhaps you’re not sure about the right level of information to include.
Writing a brief that is clear, concise and inspiring is a skill that requires practice and refinement. The better your project brief, the better the chance of achieving the results you desire.
A good marketing brief should include information on your company's business goals and objectives, target audience, market research, messaging and positioning, creative considerations, budget and timelines, as well as any constraints or watch outs.
Make sure your brief is easy to read and understand. Avoid jargon and technical terms that may confuse the agency team.
Clearly state what you want to achieve with the project. This willhelp ensure that the agency team is aligned with your goals.
Understand who you are targeting with your marketing campaign, and provide the agency with as much information as possible about your target audience.
Be upfront about how much you can spend on the project. This will help the agency team to develop a plan that is realistic and achievable within your budget
Let them know about your company, industry and competitors. This will help them understand your business and develop a strategy that is tailored to your needs.
Provide examples of previous campaigns or marketing materials that you like or dislike. This will help them understand your preferences and to create something more in line with your vision.
Collaborate with the agency team. Work with them to refine it.
Before you start writing your full project brief, brainstorm your objectives and metrics so you are crystal clear about the goal you are shooting for. What do you hope to achieve, and how will you measure success?
The next step is to think about key inputs into the brief. This include exploring existing insight and any learnings to take forward into your new project. You should also think about what needs to be shared with agencies during the selection process.
Example prompts below:
Who is your target audience, and what do you know about their needs, interests, and behaviours? What insights can you provide to the agency to help them develop effective strategies? Below are some example demographics you can target.
Who are your direct competitors, and what can you learn from their marketing strategies and tactics?Below are some other types of competitors to consider:
What previous marketing efforts have you undertaken, and what were the results? How can you use this information to inform your next project?
Think about things like channels, messaging, budget and timescales that will help define how big this project is. Run this past any key stakeholders to get them on board with your project idea.
Start with an outline and build in the key elements. The brief should have a clear and logical structure, with sections that address each key element of the campaign or project. Use headings and subheadings to organise information, and provide an overview of the challenge at the beginning of the brief to give the agency team a clear understanding of the project's goals and requirements.
An effective structure for a marketing brief should include the sections below:
Give the agency context for the project and why it’s important to you and the rest of the business. We've provided some free templates below for you to use.
We have recently launched[Product Name]- a new online[Service Description]([Website URL]). Our current website needs updating as our conversion rates are quite low. We have wireframes for additional screens, including a dashboard, but we need assistance in refining the user experience and creating developer-ready designs. Additionally, we would appreciate a fresh perspective on the overall customer journey, including recommendations (potentially additional screens) to improve the landing page and sign-up process.
[Project Name]aims to revolutionize how[Industry/Market]is approached by[Target Audience].[Target Audience]has different considerations compared to previous generations. Key factors include:
Navigating[relevant aspect of the industry/market]is often confusing and uncertain for most consumers, leading to poor outcomes. Even those who make their own decisions without professional guidance risk poor outcomes, insufficient resources, and lack of confidence.
Our mission is to create a new direct-to-consumer solution that:
We need a brand strategy partner to help us develop:
Our App-first brand and customer experience will provide an intuitive ecosystem of tools, advice, and propositions, empowering customers to make informed decisions for their current and future needs.
Include information on the target audience, market research, and competitive analysis. We've provided some free templates below for you to use.
We recognize a wide appeal among mass market and mass affluent customers aged[Age Range]. Currently, we see heightened interest from individuals aged[Age Range]and those aged[Age Range]who are interested in improving[insert what your project provides]. Our services are available to permanent residents of[Country], with annual incomes ranging from[Minimum Income]to[Maximum Income].
User Quote:“I need an app that keeps me accountable.”
Write down what you want to be true once the project has finished. We've provided some free templates below for you to use.
Outline the tangible outputs you are expecting from the agency as part of this piece of work. We've provided some free templates below for you to use.
Providing information on budget is really important to ensure that expectations are clear on both sides from the outset.
Not comfortable setting a budget, or not sure what it should be?
We’re here to help - Speak to one of our Agency specialists today.
Set out clear timelines for the project.
Unsure of how long it'll take?
We're the agency specialists. Get in touch and we'll be able to provide you with rough time estimates for you project today
Outline any key considerations or “dealbreakers” for the project. Include guidance on visual and creative elements, such as brand guidelines. We've provided an example below for you to use.
Outline any milestones or key stakeholder meetings that may impact project timings. We've provided an example below for you to use.
Give the agency a taste of what you are looking for by sharing things you’ve seen that you really like, so they get a clear idea of what you are looking for.
It's completely free for brands to submit a project, meet with agencies and use the platform. Need help starting a project brief? Try our project Brief Generator
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