How to write a great brief

Snifferdog's media plan is only as good as the brief behind it. The clearer your brief, the sharper the plan.

What to include

1. Your goal. One main outcome: online sales, enquiries, sign-ups, app installs or awareness.
2. Your audience. Who buys from you: age range, location, interests, job titles, and anything that makes them distinctive.
3. Your budget. The total you want to spend and over what period.
4. Your dates. When the campaign should start and end, plus any key moments such as a launch day.
5. What you are promoting. The product, service or offer, and the page people should land on.
6. Your tone. How your brand speaks, and anything it should never say.
7. What has worked before. Past campaigns, platforms or messages that performed well or badly.

Tips

• Be specific. "UK commuters aged 25 to 45 who cycle to work" beats "adults".
• One goal per brief. If you have two very different goals, write two briefs.
• Include your landing page URL so the plan can match it.