What will be the role of the marketing communications? (Clearly state objectives AND strategies per objective). What’s our overall campaign aim (related to our requirements above, i.e. what are we trying to achieve with this MARCOMs campaign in terms of, e.g. acquisition and/or retention? State your objectives, e.g. “To attain…” and your strategies per objective, e.g. “By…”.
What is our current ‘brand idea’ AND ‘tone of voice’ (TOV)? And what’s the brand’s vision? (This is the core brand idea to guide the tone and messaging of any piece of communication we do for the brand. )
What is their perception of the brand, product/service. Be particularly honest and critical. Apply consumer insight, buyer-behavior and consumer journey thinking.)
What do you want them to think? (After they see/read/hear/engage with your campaign, what do you want them to think about for your B, P/S as a result?)