Tip: By executing this program, what specifically do you hope to achieve? E.g., brand awareness, product launch, expand into a new market, etc. Quantify the results you'd like to see. E.g., increase in sales leads from X to X, lift in website engagement from X to X, etc. Provide benchmarks by sharing your current and recent past performance.
Tip: Provide a description of the program's featured product, service or general category (corporate branding). Share URLs to additional information as appropriate.
Tip: Divulge top competitors and how your offering(s) are different or better. Share URLs to additional information as appropriate.
Tip: Specify and describe your target. Define the market/industry segment(s). Provide a summary of the decision maker and influencers. Quantify the size of the target. Describe the characteristics of targeted individuals. Demographics, phsychographics, geography, affinities, etc. Note if a list is being provided. If so, make note of source, quantities, age of list, quality, etc.
Tip: Describe and provide link(s) to examples of marketing tactics or content such as videos, ads, content, direct mail, email, press releases, blog, etc.
Tip: Describe and provide quantifiable results where possible. E.g., response rates, conversions, clickthroughs, sales, traffic metrics, downloads, attendance, etc.
Tip: Describe the past and current marketing and competitive conditions related to marketing this project/product/service. Make note of competitors, position in the marketplace, audience perceptions, etc.
Tip: List three to five primary copy points or ideas that need to be communicated to target audience. Add proof points if known.
Tip: E.g., Free demonstration, complimentary consultation, no-obligation quote, free gift (describe), discount* (describe), or content like a white paper or guide (describe). *Discounts can take form of percentage off, buy one get one, early payment, free shipping, price break, etc.
Tip: E.g., a reply by mail, a phone call, an online form to request a demo, the ability to download a coupon or content, an online trigger to generate a promo code, an online or offline purchase transaction, etc.
Tip: E.g., For activities like CRM data management, lead nurturing, email distribution, or social media. How long have you been using it? How do you think you could be using it better?
