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Unique Selling Proposition (USP)
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Complete this sentence: [Product name:] __________ is the only product
that [does what?] _____________ for [for whom?] _________________ by [how?]
______________________.
Current Market Perception
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How is your product or service perceived in the
market place?
The Objective
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What do you want to achieve?
Previous Communications
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History and results, lists or media used, test results if
appropriate. Include
examples.
Target Market
- Who are you
talking to? A “thumbnail sketch”. Demographic and
psychographic.
Product Benefits -
What are the key
benefits? What are the secondary benefits?
The Promise
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What problem will it solve? What desire will it satisfy? (Rational or
emotional.)
The Offer
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Price, incentive, terms.
Any Special Offers
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Discounts,
special conditions, risk reduction mechanisms.
The Competition
- Who are you
competing with? How does your product compare in
strict production terms?
How does the
competition speak?
Tone Of Voice
- Manner of
communication – how should you speak to the target
audience?
Positioning
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How do you want the target market to perceive the brand tomorrow,
relative to the
competition – versus how you are perceived today.
Media
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Plan of likely media to be used – SEM, SEO, Email, etc.
Design / Web Deliverables
a) To whom do we deliver the final creative files?
b) What should the animation formats be (Flash vs. .gif, etc.)?
c) Need logos, any key existing graphics?
d) Size Restrictions?
e) Photos - use theirs vs. ours? Budget? Included
in fee?
f) What authoring software do they have?
g) Do they have graphics standards requirements?
- color usage
- typefaces
- Logo presentation |
Budget
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Do you have a budget for this project?
Restrictions
- governed by law, by corporate guidelines or agency policy.
Timing
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When is everything required by? Have you allowed adequate time for
approval procedures and
revisions?
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