Briefing document - White Space Advertising · Advertising (Offline) Advertising (Online) Apparel Branding/CorporateID Brochure Christmas Card E-Shot Exhibition Folder Leaflet/DM

Client:

Contact person/s:

Tel: Email:

Date of briefing:

Brief set by:

List of project type/s: Advertising(Offline) Advertising(Online) Apparel Branding/CorporateID

Brochure ChristmasCard E-Shot Exhibition

Folder Leaflet/DM Livery Marketing

Packaging Photography/Video POS Presentation

Print Stationery Website SocialMediaPages

Other:

Page1of18 01364 651864 · [email protected]

BriefingdocumentCOMPANYOVERVIEW

Your company background / overview:(Generalinfoaboutyourcompany-whoyouare,whatyoudo,briefhistory,whathascomebefore)

PART

1


Your brand values:(Keywordsthatrepresentthebrand,i.e.Urban,corporateandprofessional,youthfulandfunky...)

Your brand proposition to consumer / client:(Thepromise.Thedesiredaffectsandbenefitstotheconsumer/client)

Your positioning, USPs and marketing strategy:(Howyouaredifferentfromyourcompetitors?)

Your target audience:(Age,behaviour,attitudes,demographicsofconsumer)

Tone of voice:(Howtheproductshouldspeakemotionallytotheconsumer/client?–Friendly,quirky,serious,irreverent,trustworthy)

BriefingdocumentCOMPANYOVERVIEW

PART

1

Project name:

Project type:

Deadline - Estimate/Quote:

Deadline - Initial Concepts:

Deadline - Final Artwork / Build:

Deadline - Delivery / Live date:

Budget if known:

Job number if known:

Page3of18

Project overview / objectives:(Stateyourgeneralprojectinformation,aimsandgoals)

01364 651864 · [email protected]

Basic task to the creative / development team:(i.e.Re-brandandlaunchthenew...Createanewwebsitefor...)

BriefingdocumentPROJECTDETAILS

PART

2


Any mandatory information:(Pointstoadheretowhendesigningexcludingcorporateguidelines(must/mustnotuse...)

Point of reference:(Websites,printedliterature,illustrations…)

Additional notes:(Thiscouldincludeanythingnotlistedabove...)

Things we should consider:(Marketingleddirection,specificideas,extrabenefits,interestingfacts)

BriefingdocumentPROJECTDETAILS

PART

2

Page5of18

PRINT DETAILS (IF KNOWN)

Supplier company name:

Contact person/s:

Tel: Email:

Size when finished:A1A2A3A4A5A6210mmsquareBusinessCard(85mmx54mm)

DL(210mmx99mm)Other:

Size when flat:A1A2A3A4A5A6210mmsquareBusinessCard(85mmx54mm)

DL(210mmx99mm)Other:

Colours:CMYKSpotcolour/s(Pleasespecify):

Number of sides:12Number of folds:12Other:

Number of pages:1234681216Other:

Stock type:SilkSatinMattUncoated

Stock weight (gsm):8090100105110120150170

200250270300350400Other(Pleasespecify):

Quantity:10501002505001,000Other:

Finishing:FoilEmbossBlindembossSpotUVVarnishCoating

LaminateCreaseDiecutScreenprintOther

Details:


BriefingdocumentPRINTSPECIFICATIONS

PART

3

Page6of18

WEBSITE DETAILS - YOUR EXISTING WEBSITE

What is your existing URL (web address):

What do you not like about your current website?(Isitthetoneofvoice,websitestructure,colourscheme,typestyle,layout,imagery,etc?)

Who built your existing website and what are their contact details?(Wewillneedthisinformationifwearegoingtotransferdomains,ormanagethehosting)

What level of traffic is your existing website receiving?(DoyouhaveGoogleAnalytics(orsimilar)data?)


BriefingdocumentWEBSITESPECIFICATIONS

PART

4

Page7of18

WEBSITE DETAILS - YOUR EXISTING WEBSITE

What proportion of your existing website traffic is via a Tablet or Mobile?

Do you know which countries feature prominently in your user stats?(Ifyouhaveanalyticsonyourexistingsite,youshouldbeabletofindthisinformation)

How often do you get a genuine sales lead through your website?(Howdoyouqualifyasaleslead-doyouaskwhenpeoplecalland/orcantheyemailyoudirectlyfromthesiteoffilloutanenquiryformfromthewebsite?)

Who is responsible for updating your existing website?(Dotheyupdateimages,articles,bodycopy,etc...andifso,howoften?)

Any further information about your existing site that may be useful?



PART

4

What are your aims for the website?(e.g,toincreasetraffic,increaseproductawareness,brandawareness,generatemoreenquiries,offere-commerce,advertiseanewproductorservice?)

Page8of18

YOUR NEW WEBSITE - GETTING STARTED

Who is your target audience?(Hasthischangedfromtheexistingsite?Doyouhavespecificdemographics?(e.g.children,adults,socialclass,incomelevels,location,etc...))

Is your website targeted at a particular industry?(Listthetypesofindustrythatthewebsitewillbeaimedat?)

Is your new website part of a re-brand or new product launch?(e.g,Shouldwehavetofollownewcorporateguidelines?)



PART

4

How do you see your audience accessing your new website?(Willtheyaccessyoursiteviamobiles,tabletsordesktopsandwhatisthelikelypercentagesplit?)

Page9of18

YOUR NEW WEBSITE - GETTING STARTED

List your main competitors and the ones with the best websites?(Listthemaincompetitors,listtheirURLs(ifknown)andwhichcompanieshavethebestsites)

Have you considered a blog or news section on your site?(Werecommendthatmostsitesshouldhaveablog.Considerwhowillwritethecontentonaregularbasisandwritethestrategyforit.Wearehappytoprovidethisserviceifyouwish,butifyouwouldliketodiscussit,pleasegiveusacalloremailus.



PART

4

Do you require E-Commerce on your website?(YoumayrequireE-Commerceifyouaresellingexperiencesofservices/training,notjustproducts)

How would you like us to set up the E-Commerce payment gateway?(Doyouhaveapreferenceonpaymentgateway,suchasSagePay,PayPal,Stripe,etcanddoyouwanttherequirementtotakecreditcardpayments?)

How many products do you intend to sell online?(Thiswilldeterminewhichonlineshopsystemisused)

Do you currently have an offline shop selling the same products?(Howmanylocationsdoyousellfromanddoeseachstoresellthesameproducts)

Who will manage the online shop orders?(Dependingonthequantityofproducts,thiscouldbeafull-timepositionforsomeone)

Page10of18

YOUR NEW WEBSITE - E-COMMERCE



PART

4

What is the budget for the design & development of your website?(Anindicationisfine,sothatweareabletotailorthedesignandbuildaccordingly,oromitfunctionalityifthebudgetdoesnotallow)

Page11of18

YOUR NEW WEBSITE - BUDGETS

Hosting, support and maintenance?(Remembertobudgetforthisinadvance.Ifyouhavenocurrenthost/support,wecanhandlethisforyou.Pleasecalloremailformoredetails)

Do you have an allocated online marketing budget set aside?(Thisistoascertainifyouhaveconsideredhowyouaregoingtomarketyournewwebsitetohelpdrivetraffictoit.Thiscanbedoneviaanofflineactivityprogram-again,wecanhelpandadvisewiththisaspectifyouwish.Pleasecalloremailusfordetails)



PART

4

Page12of18

HELP US TO HELP YOU

Please list 5 websites that you like the look of and explain why: (PleaselisttheURLs-theydonothavetobecompetitorsites.Listwhataspectsofthesesitesyoulike,suchasnavigation,styleofimagery,functionality,typestyle,colours,branding,structure,etc)

1.

2.

3.

4.

5.



PART

4

Page13of18

HELP US TO HELP YOU

Your new website structure: (Itwouldhelpusifyoucoulddrawonaseparatesheet,howyouwouldlikethestructureofyourwebsite.Thiswillformthebasisofthesitebuild.Wewilladvise,ifwefeelthatthestructureneedstoamended.Belowisasamplesitestructurediagram,butdon’tworry,yoursneedn’tbeascomplex.Considerwhichpagesneedtobelinkedtoeachotherandhowyouwouldlikeyouraudiencetonavigatethroughyoursite.Pleaseensurethatthemostimportantserviceorproductneedstobefoundwithoutnavigatingtoofarthroughyoursite.



PART

4

Would you like us to carry out an audit of your existing site?(Thinkaboutthecopythatexistsonyourcurrentsite.Willyoubeusingthesamecopy,ordoesitneedtobereviewedandamended?Doyouhavetheskillsin-housetodothis?InordertoconformwithSearchEngineOptimisation(SEO)andcontentrelevance,wecanprovideassistanceandcopywritingservicesshouldyourequire.Thisisvitalinensuringpeoplefindyourwebsite)

Page14of18

YOUR NEW WEBSITE - TECHNICAL REQUIREMENTS

Do you have brand or corporate guidelines for us to work from?(Iftheydonotexist,isthereacolourscheme,typestyle,imagestylethatyouwouldlikeustofollow,orwouldyoupreferustocomeupawholenewlookforthesitethatwillthenleadtheway?)

Overall content for the new site.(Thecopyisdiscussedabove,butifitistobesuppliedtous,howwillitbesuppliedandbywhom.Pleasesuggestapointofcontactforus.Howwilllogos,articles,images,etcbesuppliedtous?Wecanprovidespecs,e.g.LogosasVectors,imagesatA3300dpi,TextsuppliedinWord,etc.)



PART

4

Do you already own the required domain (web address)?(Ifyoudoownthedomain,doyouhaveaccesstoit?Doyourequireotherdomainstobesetupforthenewsite,suchas.co,.com,.co.ukoradomainforSEOpurposesthatrelatestosearchterms,oradomainforyourindustry-suchaswww.yourbusiness.boats)(Wecanprovideknowledgeonthistohelpclarifywhat’srightforyou)

Page15of18


Is your site hosted? If so, which company and do you have access?(Wecandiscusshostingpackagesandsetup.Pleasesupplythecontactdetailsandaccessdetailstoyourhostingproviderifyoudonotwishustohostit)

Does your site need to consider text, audio web, or Braille?(PleasecalloremailusifyouneedanexplanationonW3Ccomplianceandaccessibility)

Does your site need to cater for people with special needs?(Isyourtargetaudiencelikelytobetargetingpeoplewithlimitedmobility,colourblindness,deafness,learningdifficulties,etc?)



PART

4

Page16of18


When do you require the site to go live?(Duetodiarylimitations,wecannotguaranteetomeetyour‘live’datewithoutfirstcheckingwithourproductionplanner.Atthatpointwewillputtheclosestavailabledateinyourproposal.Ifwefeelthatyourdeadlineisunachievable,wewillletyouknowandwilldoourbesttooblige)

Do you require the site to be built on a specific WordPress platform?(WeusetheWordPressplatformasstandardbecauseitissimple,secure,intuitiveandverywellknown.Trainingandhelpcanbeprovided)



PART

4

Who will be responsible for the on-going maintenance of the site?(Suchasserverupdates,securityupdates,softwareupdates,creatingwebsitestatisticreports,etc.Wearehappytohandlethisforyouifyouarehostingwithus.Pleasecalloremailfordetails)

Page17of18

YOUR NEW WEBSITE - MAINTENANCE

Do you have the skills, resources and time to maintain the website?(Wecandiscussanongoingmaintenancepackagethatensuresthesiteislookedafter-dependingonwhatisrequired,thiscouldbeupdatingcontent,security,softwareupdates,serverupdates,supplyingstatisticalreportsonanalytics,etc)

What happens if your in-house web person leaves the business?(Discusswhowillhaveaccessandwhocouldcontinuemaintainingthewebsitefrombothsides)



PART

4

Have you considered offline activity to increase traffic to your site?(e.g.apromotionalflyer,directmail,brochures,PR,sponsorship,vehiclelivery,apparel,advertising,QRcodes,etc...Wearehappytohandlethisforyouifyouarehostingwithus.Pleasecalloremailfordetails)

Page18of18

YOUR NEW WEBSITE - PROMOTION

Have you considered online activity to increase traffic to your site?(e.g.viaonlinemarketing,suchasGoogleAdwords,YouTubeadvertising,Blog,SocialMedia,banneradverts,links,SEO,E-Shots,E-Newsletters,etc...Wearehappytohandlethisforyouifyouarehostingwithus.Pleasecalloremailfordetails)



PART

4

Briefing document - White Space Advertising · Advertising (Offline) Advertising (Online) Apparel Branding/CorporateID Brochure Christmas Card E-Shot Exhibition Folder Leaflet/DM

Documents