Social Media Ad Brief Contact Info Name* Phone* Email* Project Overview Write a concise statement of the effect the ad should have on consumers. Typically expressed as an action. And frequently focused on what the ad should make the audience think, feel, or do. Example: The primary objective is to persuade the audience to buy and use O Earth laundry detergent, as well as to create and characterize this new brand. Project ObjectivesBrand AwarenessTrafficEngagementLead GenerationMessagesConversionsReach Marketing Guidelines What is the tone or image that suits the client’s message or brand? Describe the tone you wish to project - whether it’s sophisticated, fun, or bold. Share any colour, brand, or style guidelines you have in mind, if any. Target Audience An audience profile is about how real people think, feel and behave. Paint a portrait of the audience which our ads team can visualize: - Who are they? - Where are they? - How will we communicate with them? - What else do we need to know about them? EG: We are looking primarily at urban women, 18 - 34, with household incomes over 50K per year. But the most important fact about this audience is that it is evolving, with race and ethnicity reflecting the increasing diversity of the US population. The magic word is "multicultural." We are not talking to white suburban housewives. Age bracket Gender Education Income level Specific Geographical location How would you describe your Target Market? What are your consumers needs? What is the most important need that you believe your product/service can satisfy? What are the goals & challenges of your buyer? What do they hope to achieve, and what is keeping them from achieving their goals? Consequences - What are the consequences of inaction (i.e not buying your product) by the buyer? Consequences - What are the consequences of inaction (i.e not buying your product) by the buyer? Are their any common misconceptions your buyer may have about your product/service? Personas There can be more than one persona of your ideal customer, Please do one for each different persona your product/service is aimed at. If you only have one persona that is fine. Persona 1 Age Gender Marital Status Age of Children Location Occupation Job Title Annual Income Level of Education Roles Values Challenges Company Watering Holes Shopping Preferences Persona 2 Age Gender Marital Status Age of Children Location Occupation Job Title Annual Income Level of Education Roles Values Challenges Company Watering Holes Shopping Preferences Persona 3 Age Gender Marital Status Age of Children Location Occupation Job Title Annual Income Level of Education Roles Values Challenges Company Watering Holes Shopping Preferences Call to ActionDetail the desired reaction of the target audienceNo Call To Action buttonLearn MoreSend MessageShop NowBook NowGet OfferSign UpSubscribeContact Us Campaign Look & FeelDescribe the desired style of the campaign Campaign MessageDefine key benefits of product, describe its value, and desired target audience take away Image RequirementsGraphics Photography Multimedia Customer / Mailing ListDo you have a client list or mailing list available to import into Facebook Ads? YesNoGoogle AccountDo you have a Google Analytics or Google Tag Manager account?YesNoPain PointsWhat are your client's largest pain point(s) and how does your product/service help solve them?BrandWhat makes your brand stand out against competitors? (IE: Unique service offering, competitive pricing, etc) OtherInclude any other critical information Verification Please enter any two digits*
