An illustrative project brief showing our approach. Artwork is a creative concept.
The brief
A business needs to understand how creative production, website work, campaign management and advertising spend fit into one budget.
This example concerns marketing budget allocation. We would separate one-time production, recurring work and third-party costs so the business can compare options and choose a realistic starting scope.
How we would approach it
Clarify the goal
Define the audience, offer and next action. Discuss what a useful lead or sale means for the business.
Separate the costs
List creative work, landing pages, management, tools and media spend separately. Make the assumptions visible before selecting a plan.
Review before scaling
Use the agreed campaign data and enquiry quality to decide whether to continue, adjust the message or change the allocation.
A practical starting scope
- A goal and audience brief
- Separated production and recurring costs
- Campaign measurement requirements
- Review points before further spending
The final scope, review stages and measures of progress are agreed around your business before work begins.