Marketing communications (yes, that’s a dull and uninspiring term, but it’s broader than talking about just advertising) isn’t an end in itself; it’s a tool we use to positively impact business problems. We use things like advertising, brand experiences, social media, direct marketing, events, and PR to connect with people and influence what they think and feel so that they will do things that will create positive business outcomes. This document aims to succinctly define the business problem that needs to be solved, identify the audience with the most potential to generate a positive outcome, and then define what we need them to think, feel and do to generate that outcome. It’s that simple.

What’s the current state of the business, are we launching a new product or service, are bookings/sales strong or week, are people spending more or less than usual, is there a particular segment of the business that’s better or worse, what about the category as a whole, are competitors up or down, what are our competitors doing and how is that the same or different from what they’ve done in the past, what’s driving the category/business if it’s up or what’s causing it to drop if it’s down, how does it compare to the equivalent time last year and two years ago, what was happening then compared to what is happening now, how is it forecast to be in 6 months and in 12 months, what is going to make that forecast achievable or difficult?

What point does the communication need to make, what information does it need to convey, how does it support the business and brand, how does is bring the brand to life, and differentiate the business from the competition? What product/features/benefits should this work highlight, what is the advantage to the consumer?