Marketing Brief Worksheet 

1. Your company information
Include your company name, contact details, project name, product/service you are promoting, and the date.

2. Background (where are we now)
The background leading up to the project including any pertinent information regarding products/services (including key attributes and benefits), your company, the audience, your prior marketing efforts. Provide details of competitor activity.
3. Objectives (where do we want to be?)
Explain what you want to achieve — increase sales, improve awareness, raise response levels, etc. Try to make your objectives specific and measurable.

4. Tactical Efforts (how do we get there?)
Give details of what you want need done — a direct mail campaign, a website, a brochure, etc.

5. Audience (who are we talking to)
Your objective is to get a response from your audience. Define your audience(s) as accurately as possible and share any insights you have about them – demographics, geographic, psychographics.  What do you want the audience to think about our product or service?  What specific problem will your product or service solve for them?

6. Evaluation (what will success look like)
How will you measure success?

7. Practicalities
Mandatories:
Is there anything that must be included; for example - offer terms and conditions? Are there any corporate identity guidelines? What legal constraints are there?

Timings:
What are the deadlines? By when do you want to see creative concepts? Does the project have to tie in with dates of other campaigns?

Budget:
Specifying a budget up front will help to avoid reworking of solutions. Alternatively, ask the agency to recommend a budget.

8. Approvals (who signs off work)
This should be the same person who signs off the brief before you give it to the agency.