Your numbers
Rates and costs you supplied or confirmed.
campaign brief
The campaign brief.
An integrated marketing and communication brief, with an all-activity budget your approver can question line by line.
Sixteen sections, one story.
Included in the US$49 campaign package.
- 01
Management summary
- 02
Business context
- 03
Baseline
- 04
Objectives
- 05
Audience
- 06
Proposition
- 07
Strategy
- 08
Messaging
- 09
Channel roles
- 10
Activity plan
- 11
Timing
- 12
Budget
- 13
Measurement
- 14
Risks
- 15
Approval questions
- 16
Evidence
Strategic checks before the writing starts.
- Sales targets set against stock, distribution, and fulfilment limits
- Promotions checked for margin given up, stockpiling, and displaced full-price demand
- Media activity checked for a credible link to the commercial objective
- Audience checked for a usable proposition and a way to measure it
- Invalid dates, currencies mixed without a stated conversion, impossible negative quantities, and margin definitions that count costs twice
Unknown inputs stay unknown. A diagnostic can proceed with gaps. A numerical scenario needs its minimum inputs or assumptions you confirm.
An all-activity budget.
Research, production, media, creators, above-the-line and below-the-line advertising, retail, shopper marketing, brand websites, and marketplaces, with service fees, contingency, and tax treatment shown. Categories that do not fit the campaign are left out.
| Activity | Unit | Quantity | Rate | Total | Timing | Basis |
|---|---|---|---|---|---|---|
| Concept check research | study | 1 | 8,000 | 8,000 | Pre-launch | Modelled assumption |
| Film and stills production | package | 1 | 18,000 | 18,000 | Pre-launch | Customer rate |
| Paid social | 1,000 impressions | 2,400 | 12 | 28,800 | Weeks 1 to 8 | Sourced rate |
| Online video | 1,000 impressions | 1,500 | 14 | 21,000 | Weeks 1 to 6 | Sourced rate |
| Creators | creator | 6 | 2,500 | 15,000 | Weeks 1 to 4 | Customer rate |
| In-store display | store | 40 | 300 | 12,000 | Weeks 1 to 8 | Customer rate |
| Sampling | sample | 10,000 | 0.60 | 6,000 | Weeks 1 to 2 | Modelled assumption |
| Agency service fee | fee | 1 | 5,600 | 5,600 | Weeks 1 to 8 | Customer rate |
| Contingency | allowance | 1 | 5,600 | 5,600 | As needed | Modelled assumption |
| Total, excluding tax | 120,000 |
Public research
Rates found in public sources, with the source recorded.
Stated assumptions
Values the model proposed and you accepted, kept distinct from sourced figures.
Subtotals reconcile to the total. Unsupported precision is avoided.
Revisions and downloads.
Two brief revisions are included. The remaining balance and the scope of the change appear before you confirm. Earlier versions are kept. A repair caused by a platform failure does not use a revision.
The PDF names the report version. It names the campaign, company, market, currency, period, generation date, and input and output versions.
Downloading again, or renewing an expired private link, does not use an analysis run.