- Vision: why
Why are we doing this? What is the background?
What do we want to achieve - awareness, consideration, choice or retention campaign?
- Objectives: how, what
How do want to change attitude and behaviour? What do we want the audience to think or feel or do as a result?
Customer/ Consumer/ Do we have any particular insights; attitudes, behaviours, needs, problems (Include customer reference/ Shopper in Off trade)
What is the single most important thing?
- Strategy: who, what, when
Who do we want to influence? Why should they believe?
What should we develop?
- Measure
How will success be measured?
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