Strategic Communication Brief

Project Description/Background
(specific to the communication task.) What is the role of the communication, e.g., increase awareness, maintain /change attitudes. Is this creative work for testing, straight to production etc. Is this new work, or development of existing campaigns etc.

YES Attachments: Consumer mindset map : Copy (if appropriate) Product Strategy: Benefit: Consumer benefit what is the ultimate benefit for the target market

Reason Why: Personality: Brand: Product:

Support, why would the target believe that the benefit will be delivered.

Specific to the product

Consumer Insight:
persuasive)

(Something about the target market that will make our offering relevant and

Key Proposition:

What is the single most important thing we want to say? (This should be one sentence, which combines the product benefit and the consumer insight). clearly, competitively and persuasively states what your product offers that makes it more desirable than any other alternative).

Mandatory/Restrictions: Brand: web address, other Product:

(e.g, ASC Corporate logo, promotional information, legal disclaimers , call to action)

Budget: Total campaign: Considerations: Timing: Brief: In-market launch: Measures Of Success: Current Measures: Post Advertising

Same.
(e.g., financial year, seasonality, partners expected.

AUD$ 150,000

10th January mid / end March 2012 13 January 2012 Coincide with PMs Challenge registrations launch ? N/A ?

ASC Strategic Planning & Communications Strategic Communications Brief

80642014.doc

Targets: Other:

Prepared by: Business Communications Approvals:

Director (Programme Product / Project Owner) DGM Strategic Planning & Communications Other Attachments additional specific information Advertising Media Placement PR Digital Communications Collateral

Project Owner

ASC Strategic Planning & Communications Strategic Communications Brief

80642014.doc

Consumer Mindset Map

Product:
Participation brand / Sub Brands (AASC / PMs Challenge / Indigenous Sport / Other

Business Objectives/ Strategy:

(e.g., trial, repeat purchase)

Who are we talking to:

(What are they like?(the triggers to motivate/persuade))

Currently DO:
(Describe the behaviour of the target consumers what do they currently do in relation to our product)

Future DO:
(Describe the desired future behaviour of the target consumer)

Currently THINK:
(Why is your TARGET not buying/using our products current perceptions)

Future THINK:
(What do you want the target to think and feel after seeing the communications what do we need to change their thinking to in relation to our product.

Communication

ASC Strategic Planning & Communications Strategic Communications Brief

80642014.doc