LAY’S AGRO PROGRAM:

ZMIANIA POSTRZEGANIACHIPSÓW LAY’S

Prezentacja przygotowana przez:Questia Sp.z.o.o Sp.k oraz Kamikaze Sp.z.o.o

08. WORKING WITH US

01. WHERE ARE WE NOW?

02. WHERE DO WE WANT TO BE?

WHERE DO WE WANT TO BE?

Think of this as your destination

Define the single measurable objective that looks like success

This could be an increase in sales, changing attitudes or behaviour.

Time-bound target.

03. WHAT ARE WE DOING TO GET THERE?

WHAT ARE WE DOING TO GET THERE?

Marketing strategy, a communications strategy or a campaign strategy

Tell your agency how it relates to your other activities so they can

think about how this ad will complement existing or other planned

activities.

04. WHO DO WE NEED TO TALK TO?

WHO DO WE NEED TO TALK TO?

Define your target audience

Include: demographics, lifestyle, current engagement, attitudes —

anything you think is relevant

05. HOW WILL WE KNOW WHEN WE HAVE ARRIVED?

HOW WILL WE KNOW WHEN WE HAVE ARRIVED?

How will you know you’ve been successful (reached your destination)

How will this be measured

06. TIPS ON WRITING THE BRIEF

TIPS ON WRITING THE BRIEF

Make sure you have a clear objective or idea before you write it

Think about your audience - get them excited

Write clear, active statements. No long sentences

No jargon, no internal lingo

Only include the most important information in the brief

Attach any otherrelevant material separately

Keep it short.

07. BRIEF FORM

BRIEF FORM

BRIEF FORMBackground: ______________________________________

Brand Info: _______________________________________

Product: __________________________________________

Target Group: ______________________________________

Business Objectives : ________________________________

Strategy: __________________________________________

Requested Work: ____________________________________

Timing: ____________________________________________

Aim Of The Project: ___________________________________

Constraints : _________________________________________

08. WORKING WITH US

WORKING WITH US

Brief Us

Our Questions

Your Answers

Project

Corrections (Two Times)

Final Project