CONFIDENTIAL

MEDIA BRIEFING DOCUMENT FOR OFF-LINE & ON-LINE MEDIA

Government of South Australia Brand Advertising
Client

Product

Campaign

Client contact

Date of brief

Creative Agency

Creative Agency Contact

Recommendation required from MEC by

(Please note: MEC require a minimum
of 2 weeks to provide a
recommendation, however depending
upon the complexity of the
recommendations required, a longer
timeframe for response may need to
be negotiated with your MEC
representative)

APPROVAL PROCESS
Has the Strategic Communications Unit, Department of the Premier and Cabinet approved the
Communications Strategy? YES NO
Who is your contact in SCU? (If unsure, please contact SCU on: 8204 9184)

Will your campaign require approval by the Premiers Communication Advisory Group?
YES NO
If so, what meeting date is it currently scheduled for? Date:
Has the budget allocated to this campaign been approved by the Chief Executive or delegate with
appropriate expenditure and purchasing authority?

If you do not have an approved budget, for what purposes do you intend to use the Media strategy and
Plan for? (E.g. Project Bid, Cabinet Submission)

Please note: Government policy requires MEC to forward a copy of this brief to the
Strategic Communications Unit, contract administrator for the Master Media Agency
Agreement. Once your media plan is approved, MEC require evidence of appropriate PCAG
or SCU approvals prior to buying your campaign.

Commercial in confidence. V1 1/7/2015

 MEDIA BRIEF (BRAND)

BUDGET
(Note: Budget provided should be for
media activity only and exclude GST)

Do MEC need to include production

and installation eg. Outdoor poster
printing in the budget, if so what is
the additional production budget?

CAMPAIGN PERIOD

ADVERTISING OBJECTIVES AND

CAMPAIGN KPIs

BRAND ESSENCE / POSITIONING

TARGET MARKET
DEMOGRAPHIC/PSYCHOGRAPHIC,
ATTITUDES/LIFESTYLE

1. Primary

2. Secondary

REGIONALITY
Coverage Area

Metropolitan/Regional
Split

COMPETITIVE ACTIVITY

Commercial in confidence. V1 1/7/2015

Consider new product launches,
changes to marketing strategy,
threats/opportunities, events, pricing

SEASONALITY
Sales by Month product
Sales by Month category
Purchase / usage cycle

EXTERNAL FACTORS
Consider sales promotion, DM, Trade
Support

PREVIOUS SUCCESS/FAILING
Factors which contributed to (or
prevented) objectives being met

Level of success / shortfall

CREATIVE CONSIDERATIONS
Are there any mandatory elements
you expect to see, or any production
budget restrictions that result in
media executions that have to be
avoided?

ADDITIONAL DIGITAL
INFORMATION
What is the click thru URL, is this a
new or existing page, is your site
responsive to different device or
optimised for mobile?

Do you have other digital assets eg.

Facebook page, twitter, mobile app?

Do you have existing Search Engine

Marketing and Optimisation activity
or require an MEC recommendation.
Can MEC have admin access to your
analytics to enhance optimisation of
the campaign?

Commercial in confidence. V1 1/7/2015