ICOSA Media

Date *
CLIENT: *
Email *
ASSIGNMENT: What, succinctly, are you asking us to do? *
AUDIENCE: Who is this effort aimed at? What are they like? *
OBJECTIVE: What specific results are we after, when must they be achieved? *
SITUATION: What’s the current environment--especially with respect to competitors? What do we want the audience to do? *
ATTITUDES What does the audience think now? What do we want them to think? *NOW: THEN:
STRATEGY/TAKE-AWAY “You should (action) (product) because (reason with NO conjunctions).” *
TONALITY/PERSONALITY: What’s the personality and style of this brand? *
COPY POINTS/CAUTIONS/MANDATORIES: Other things that should or could be mentioned. *
DEADLINES: * CONCEPT: COPY: LAYOUT: FINAL FILE: CLIENT APPROVAL: