How to Write a Knockout Brief for Your Next Comms Campaign
Welcome to the insider’s guide to writing a communications brief that makes agencies sit up and take notice. If you’ve ever found yourself neck-deep in campaign proposals that miss the mark, this one’s for you. Today, we’re not just going to talk about the what and why; we’re diving deep into the how, complete with digital, video, and even AI tricks to elevate impact and drive traffic.
Start With the End in Mind: Set Your Objectives Clearly
Before you type a single word of your brief, answer this question: What does success look like for you? Whether you're looking to increase brand awareness, drive sales, or foster community engagement, make it clear. Agencies are not mind-readers, and the more precise you are, the better they can tailor their strategy to meet your goals.
Know Your Audience Like the Back of Your Hand
Take out the guesswork by defining your audience with laser-like focus. Utilise AI-powered analytics tools like Google Analytics and Facebook Insights to gather data on customer behaviour, preferences, and demographics.
The Medium is the Message: Digital and Video Content
Here's where we get to the fun part. Don't just stick to traditional media; incorporate digital and video elements into your campaign. Brief your agency to use SEO techniques, SEM practices, and social media strategies to get your message across different channels.
Tip: Ever heard of video SEO? Agencies can optimise your video content to rank better in search engine results, making it easier for your target audience to find you.
Make It Conversational: AI Chatbots
Consider adding an AI chatbot feature on your campaign landing pages. These chatbots can engage visitors, answer FAQs, and even guide them down the sales funnel. Plus, the conversational data you collect can serve as invaluable insights for tweaking your campaign strategy.
Metrics That Matter
Let's talk KPIs (Key Performance Indicators). Be specific about what you want to measure, whether it's click-through rates, conversion rates, or something else entirely. Make sure these are included in your brief so that agencies can structure their proposals accordingly.
Flexibility is Key
Lastly, remember that things can change. Whether it’s a shift in market dynamics or new competition, your campaign should be agile enough to adapt. Brief your agency to build in scalable elements, whether that's modular video content or easily updated digital ads.
Wrapping It Up
So, there you have it—a no-nonsense guide to crafting a communications brief that gets results. Take these tips on board and you won’t just get proposals that meet your expectations; you’ll get campaigns that blow them out of the water.
“Ready to change the game? Go ahead, write that killer brief. And if you need a hand, you know where to find us.
Big up to game-changing communication campaigns!”
