CAMPAIGN MEDIA BRIEF

Department/ Organisation and Division/Unit Campaign Client Contact details Name: Phone: Email: Address: Name: Phone: Email: Address:

Creative Agency details

Date of Briefing

Agreed Response Date

Purchase Order Number

Purpose of this Campaign

Background to this campaign

Please include (or attach) any relevant research or information that may influence the direction of this campaign.

Objectives and Strategies

What is the aim of the campaign? What strategy/techniques will be used to achieve the objectives?

Advertising Objectives
What is the role of advertising in this campaign? If it is a multi focussed campaign, please specify for each element.

Opportunities and Threats

Please supply any information that you feel may influence the effectiveness of this campaign, either in the positive or negative sense.

Key Lessons and Development

Include anything you have learned from previous activity that we can benefit from. This should cover above and below the line activity.

Creative Considerations
Please supply any information regarding the potential content of the creative message, which will help provide us with stronger considerations in terms of environmental capabilities.

Targeting
Identify who you see as your main target(s). Any information that will help to understand how this target has been identified (eg research). Please specify demographic and psychographic profiles where possible

Special Audiences
Please identify special target audiences that may not be captured by mainstream media, or who have other special considerations such as NESB, Indigenous Hearing Impaired Vision Impaired or Other (please specify).

Geographic Distribution
(ie National, Metro, Regional, etc)

Timing / Seasonality
Please specify your preferred campaign timings and considerations to particular events that should be considered (ie ministerial or policy launch, implementation or close-off dates, school holidays, public holidays etc

What other communications will be supporting the campaign?

What other activity is being proposed to support the communication of the message in this campaign (ie PR, direct mail etc)

Budget
Including GST, CAS Fee, Production and Distribution. Remember that generally 7.5% of press and radio budgets are required to be allocated to NESB press and radio respectively and where there is no such press or radio budget and there are potential NESB audiences, provision will need to be made. (UM will facilitate this)

Evaluation
What criteria will be used to judge whether this campaign and its advertising has been successful?

Budget Extension
In the event that UM is able to secure added value through media spot negotiations resulting in potential cost savings, do you prefer the savings to be reinvested in additional media purchase or to be returned to your organisation?

Authorised By: Name _________________________________________________

Signature:

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