Tactical Promotions Brief Template

Brief Originator:

Brief Date: Output Due Date:

Execution Duration:

Brand:

Department:

Big Idea:

Question Guideline

What is the big brilliant

idea/problem Marketing can help
to solve? (Ensure a thorough
background to the initiative)

Who is it we need to influence and

how (if at all) do they currently
think, feel and behave towards the
brand/category/product area?
NB: The relevant points will set the
scene; more in-depth info can be
attached.

Success Criteria? Measurable

Promotion Metrics i.e. Clearly
delineate what you expect to
achieve from the communication.
Give specifics where feasible (e.g.
increase sales by x % or increase
awareness in High Density areas by
x %).

Which specific competitor are you

targeting to shift customer
patronage from?
What makes this competitive,
relevant to the target and true? Is
competition currently doing
something similar?

What are the envisaged

communication materials?
Press/Flyers/Electronic

Which other Department

involvement/buy-in is required for
execution? Buying, Finance, IT,
HR/DC/Maintenance