The proposal discusses Product XYZ's digital marketing campaign objectives, the agency's capabilities and services, and key performance metrics. It addresses whether the proposed solutions meet campaign goals, the agency's experience and fees, and how success will be defined and measured through reporting dashboards and KPIs.
2. Is the proposal meeting the campaign objectives (B2B or B2C,
awareness, lead generation, selling)? A good brief is fundamental
Degree of innovation of the proposed solutions and their
feasibility within the organisation (including capacity, associated
extra costs, legal issues, branding)
Any new media content needed and is the agency involved on the
creative side (producing/testing/delivering)?
Will the agency deal with repetitive tasks (=finance, invoices,
reporting)
Issues about platform ownership and management
Type and frequency of feedback + dashboards content
Performance measurement: how to define and monitor success?
4. It briefly includes:
the business problem or need
the expectations to meet
the proposal structure
5. The agency shows a clear understanding of:
Product: XYZ
Client: what do they know about the client?
Competitors: other products and providers
Target audience(s) and their behaviour
Channels: online and offline
Digital environment
6. Agency: history, skills, awards, strengths
Type of work: creativity, translation,
proofreading, localisation, optimisation,
tracking, reporting
Fees: pricing model, flexibility
Timing and schedule
Infrastructure: ownership, management,
finance
Call to action(s) and Delivery method
T&C and Relationships with client and
customers
Reporting: scorecard, KPIs
7. Simple, clear, synthetic description about:
what value will be delivered to improve the
business or solve a problem
how the agency differentiates from others
8. The proposal has to be:
Clear and simple: no much time to
understand in particular when benchmarking
different agency proposals
Straightforward: no obscure or with jargon,
easy to be understood by stakeholders with
different skills, background, expectations
Exhaustive: all core elements well described.
9. Market demand vs client capacity
Unexploited market opportunities
Analysis of current exams takers personas
Possible extension to new market segments
Risk of cannibalisation with other products
(and related campaigns)
Analysis of competitors: products and
providers
Cross-selling of other client products:
possible campaign synergies
11. Content: landing page, production, co-
production, localisation, proofreading,
translation, re-usage, digital PR, integration
with offline.
UX: analysis of digital customer journey
(conversion funnel), A/B testing, user surveys
and heatmaps.
SEO: analysis of ranking, internal
optimisation, link building.
Campaigns: see next slide re: Channels
12. Channels (multi-touch marketing):
Search Marketing: branded vs non-branded
keywords, bid strategy, search market share.
Display Advertising: which placement? Any
remarketing? To what lists (cookies / emails?)
Video Advertising: existing or new?
Social Media Marketing: analysis of mentions
and engagement; frequency, content, paid vs
free, relationship with customer service.
Email: open rate, subscriptions, shares, opt-
out.
13. Relevant KPIs and trends to expect from an agency:
Organic search volume trend: SEO results
Paid search market share: competitor analysis
Reach: people (social media users or SE cookies)
Average CPC: estimate cost
CTR: is the ad relevant?
Bounce rate: is the landing page engaging?
Conversion rate: soft and hard goals
Cost per Acquisition (CPA)
Return on Investment (ROI)
Multi-channel ROI
Mentions: brand awareness