Media Brief Form

Assignment Overview

Name *

Email Address *

Phone *

Select Sales Person

Campaign Name *

Client Name *

Existing client?YesNo

Revenue/spend history *

Agency *

Plan/Recommendation Due Date *

Assignment Task:

CAMPAIGN BACKGROUND

Why is this initiative needed or happening?What is the project background and the relevant business, market, and competitive context?

What is the business goal? *What is the business objective that this communications effort is meant to help achieve?Is there a desired behavioral outcome? What do we want our audience to do ?

Assignment Scope / DeliverablesIn addition to a media recommendation, what is the agency being asked to deliver? Is this a larger campaign or a tactical project?

Campaign Start Date *

Campaign End Date *

Flighting ConsiderationsBeyond flight dates, are there any key dates or timing parameters that the agency should be aware of (e.g Blackout, promotion dates, creative expiration, seasonality etc)

Target Markets

Where will this work be running? Are there any heavy-up regions, DMAs

Select State/DMA *

Other State/DMA *

Add State/DMA (2)

Select State/DMA *

Other State/DMA *

Add State/DMA (3)

Select State/DMA *

Other State/DMA *

Add State/DMA (4)

Select State/DMA *

Other State/DMA *

Add State/DMA (5)

Select State/DMA *

Other State/DMA *

Other Geographic ConsiderationsAre there any markets to avoid& why?Are there priority Zip codes or Addresses?

Upload zip codes, markets or other geos

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Target Audience

Other – Military Target Audience

Higher Education Audiences

College StudentsParents of College StudentsCommunity College/Transfer students Add Advisors/TeachersOther Target AudienceCHECK all that apply

Other – Higher Education Audiences

Youth Target Audience

TeensParents of TeensParents of K-12Other Target AudienceCHECK all that apply

Other – Youth Target Audience

Multicultural Target Audience

African AmericanAsianHispanicOther Target AudienceCHECK all that apply

Other – Multicultural Target Audience

General Market Target Audience

Other Target AudienceCHECK all that apply

Other – General Market Target Audience

Target Audience ResearchIf more than one audience was selected, what is the priority? Please include any target insights or data you have available ( demographics, psychographics, their values, the business value they present, pain points, drivers & needs etc)

Investment Consideration

What is the estimated budget/budget ranges *

Agency Managed Production budget

Media budget

Are there any other fees that need to be accounted for? *

Are budgets flexible across Markets? YesNo

Are budgets flexible across Targets?YesNo

Are budgets flexible across Media Types?YesNo

Are budgets flexible across Flight dates (across months, quarters etc)?YesNo

Are there any other parameters for billing ? Please include any requirements including pre-billing, expected invoicing structure & another dates (e.g Billing calendar, accrual dates, billing deadlines)

ANALYTICS & MEASUREMENT

How is success measured?How will you determine if this effort is a success? What research, if any, will be in place? (ie, attribution studies, brand lift etc) What are the Key Performance Indicators, and secondary metrics?

Historical MetricsAre there historical benchmarks & analytics data for previous campaigns (CPM, CPL, CTR ect.)?For any benchmarks provided, were the target, objective, timing, KPI& other parameters the same as this campaign?Please define any metrics & how were they calculated (e.g what constitutes a lead)

Ongoing OptimizationWhat elements will be testable & used to determine optimizations

Other-Objectives

Retargeting Pixel Implementation *YesNoTargets users based on previous actions

Conversion Pixel Implementation *YesNoA code on your website that tracks user actions

MESSAGE & CREATIVE CONSIDERATIONS

What is the communication objective?How can marketing communications help you achieve the business goal?

Key messageWhat is the main message we need to communicate in this assignment?

Why should the audience believe this message? Support Points & Reasons to Believe. What are specific products or services that support the key message? What unique or relevant product characteristics, facts about users or usage, or competitive benefits would persuade audiences of the message? Are there any legally approved facts or claims that can be made?

Existing Work &Asset AvailabilityWhat creative assets, if any, are available. What assets/content will we need to build/provide? Should this tie to any existing work? Are there any existing content or creative imagery to leverage? Will other marketing/media elements be running concurrently

Will refuel need to build, edit or develop any assets? YesNo

Enter Creative consideration details *

Other – Media Type

Additional Considerations

Organizational DependenciesAre there other agencies/organizations/partners/stakeholders to collaborate with? What parts of the organization need to be aligned to make this successful, and what support do you need to do so?

Brand Guidelines & Requirements Are there any legal requirements? Brand Guidelines? Brand Safety Lists? Viewability?

Upload brand guidelines or other brand consideration

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Additional Notes/Comments

Attachments

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Response Due date *

Assignment Overview

CAMPAIGN BACKGROUND

Target Markets

Target Audience

Military Target Audience

Higher Education Audiences

Youth Target Audience

Multicultural Target Audience

General Market Target Audience

Investment Consideration

ANALYTICS & MEASUREMENT

Objectives (KPI’s) *

MESSAGE & CREATIVE CONSIDERATIONS

Media Types To Consider *

Additional Considerations

Military

Military

Teen

Teen

College

College

Multicultural

Multicultural

Education Marketing

Education Marketing

Specialized Media + Marketing

SOLUTIONS

CONNECT

REFUEL AGENCY

HEADQUARTERS