Plantilla de briefing para proyectos de mktg & comunicación.

1. Marketing Communication Brief
Project Name: XXXXXXX
Brand: XXXX Owner: XXXXXX
Version: 1.1 Date issue: 15/04/2010
Project Description:
1- Background
2- Deliverables
3- Start of activity
Project Background:
1- Market environment
2- Brand in-market evolution
3- Business objectives
4- KPI’s
a. Brand awareness
b. Penetración Marca
Communication:
1- Communication objectives
2- Target consumer
a. General brand target
b. Core target
3- Brand equity
4- Brand character
5- Brand values
6- Mandatories
Consumer insights:
1- What are the relevant consumer insights that you want to leverage?
2- What is consumer doing or thinking today that you want to change?
3- What do you expect consumer to think or do after being exposed to the communication
element?
Work Flow
• Brand Proposal
• Decision
Timings:
• Briefing Delivering: 19/06/09
• Contra – Briefing & first proposal approaches: 15/07/09
• Decision Time
• Start Activity: 01/01/10
Budget:
• Between (XXX.000 / XXX.000 euros)
Attachments:
1- Brand equity
2- Product description
3- (…)
Approver: Date: Pag 1/1