PCC Marketing The Importance of A Thorough Marketing Plan Essay – Description
create several assumptions including your company, brand, project, campaign goals and details and then complete a marketing brief as if you were writing it for an internal team or an external marketing agency.
Writing a Marketing Brief
Having a thorough marketing plan can help projects run smoother and more efficiently. Marketing briefs serve as the communication blueprint for a marketing campaign or project, keeping all team members updated and focused on project’s main objectives. Creating an effective marketing brief can help you organize ideas, streamline strategies and distribute key information. In this article, we discuss what a marketing brief is, what elements belong in a marketing brief and how to create a marketing brief with a template and example.
What is a marketing brief?
A marketing brief is a document that outlines a marketing campaign so that all parties involved have the same information to work with. It can help the marketing team plan their creative strategies and keeps executives and stakeholders informed. A marketing brief has important information, like client information and deadlines, all in one place for easy reference.
Your marketing brief should include the following elements:
Company or client overview
Campaign purpose
Project summary
Campaign objectives
Target audience
Campaign strategy
Deliverables
Mandatories
Schedule
Budget
Project contacts
Here are the steps to create a simple but thorough, effective marketing brief:
Identify the purpose of the project
Discuss the purpose of the marketing campaign with executives and stakeholders. Identify what the company wants to accomplish with the campaign, such as:
Increased brand awareness
More website traffic
Higher sales
Increased referrals
Knowing the reason for the project can help the team create the best strategies to achieve the overall mission.
Get input from key team members
Rather than creating a marketing brief on your own, gather feedback from related departments and team members. The more input you have, the more diverse and comprehensive your marketing brief will be. Consider an initial meeting where you can identify problem areas and discuss ideas. You can then use this information as you streamline marketing goals and strategies.
2.Set clear goals
Your project’s purpose tells others what you hope to accomplish in broad terms, whereas your project’s goals and objectives provide the measurable figures you’re using to judge the project’s success. Your goals should be clear, measurable and challenging yet attainable. The marketing brief also details how and when you’ll measure the project’s goals. For example, your goals may be:
Increase website traffic by 20%
Increase gross sales by $2,000 per month
Achieve 1,500 social media engagements in three month
3.Determine your target audience
You must identify your target audience (think Persona) to know what strategies and initiatives will best resonate with your market. This can involve market research, focus groups, surveys and other research to narrow down your target market into categories, including:
Age
Gender
Income
Geographic location
Lifestyle
Type of job
Interests and hobbies.
The campaign strategy of your marketing brief includes all the details of how you’re going to reach your goals. In this section, you discuss the following components of your plan:
Overall themes and tone of the campaign
The specific marketing channels you’re using, like an e-newsletter, social media or direct mailer
Media involvement and purchases, such as commercials or press conferences.
4.List the deliverables
Your marketing brief should have a detailed list of all the deliverables needed to complete the project, such as:
Website photography
Campaign tagline
Brochures
Social media images and videos
Website copy
Press releases
5.Verify any mandatory information
Check with executives, HR and the legal team about any mandatory content that must appear on marketing materials. This may include:
Logos
Click through links
Disclaimers
Phone numbers and websites
Copyright information
6.Review schedule
Your marketing brief needs a timeline of the project to help other departments plan their tasks. The deadlines may be flexible at the outset, but even an estimate of the project’s schedule can help keep the project progressing and maintain efficiency. Discuss the timeline key departments, such as the creative team, to make sure deadlines are reasonable.
7.Confirm budget
Confirm the budget with executives and the finance team. Provide budget estimates for each portion of the campaign.
MARKETING BRIEF TEMPLATE
This is a marketing brief template that may help you create your own:
Marketing Brief
Submitted by: [Author’s name]
Date: [Date of submission]
Company overview: [Company]’s mission is [company mission]. The organization values [trait] and wants to accomplish [company goals].
Project purpose: The purpose of this project is to [project’s purpose].
Project summary: This project will use a multifaceted approach to [summary of project and strategies].
Goals and objectives: The project aims to reach the following goals: [measurable goals] by [deadline].
Target audience: Our target audience is [describe target audience features].
Marketing strategy: The marketing strategy includes: [detail strategy].
Deliverables: The project requires the following deliverables:
[deliverable]
[deliverable]
[deliverable]
Mandatory content: Documents in this project must include:
[content]
[content]
[content]
Project timeline: The project’s timeline includes three phases. The phase 1 target deadline is [date]. The phase 2 target deadline is [date]. The phase 3 deadline is [date].
Budget: The budget for this project is [amount], which includes:
[amount] for [product or service]
[amount] for [product or service]
[amount] for [product or service]
Contacts: For questions about this project, please contact:
[Name]
[Title]
[Email address]
[Phone number]
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