This is a proprietary planning document that puts client and agency on the same page—and keeps us all from doing the wrong thing very well.
People often assume that everyone involved in a project has the same objectives and strategies in mind. Most often, this is not the case, and all too often, the differences don’t appear until a lot of time and money has been spent charging off in the wrong direction.
The Bromberg & Evans Marketing Compass keeps that from happening. Using the discipline of brevity, it requires all involved to think through--and sort out—all the relevant issues. Here is the format for a typical Marketing Compass:
Draft: ___________________ Date: ____________________
Assignment
Decribes what must be produced and states deadline
Marketing Objective
Percent or number of qualified responses within a specified time.
Communications Objective
What the audience should think or feel after exposure to the
creative work.
Audience
Profile of the most likely prospect group(s).
Generic vs. Competitive Sell
State the relative importance of each.
Key Problem
The major obstacle to achieving the objective.
Key Fact
The most important fact about the product or service.
Key Benefit
What the audience ultimately gains or avoids losing.
Strategy
The single most productive point to emphasize in communications.
Positioning
How to define this product in the prospect’s mind, to separate it from alternatives.
Tone of Voice
The appropriate feeling of the words and graphics: Dignified? Warm? Businesslike?
Support
Relevant facts and ideas that contribute to an effective execution of the Strategy.
© 2009 Richard Evans
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