After reading the comments on a Propagation Planning post found on Made By Many I thought it might be good to sit down and think about a brief that propagation planners can use to begin their thought process. Briefs are helpful in reminding us what questions need to be asked but they must also be flexible to include new questions if it helps the creative process.
Here is the brief that I came up with. I'm hoping that you will challenge these questions or the flow so together we might move beyond the 'draft' stage and into the agreed upon brief.
Propagation Brief (Draft)
Who is the target audience?
The audience that the client needs to reach to meet their business objectives. Is there a certain action that this audience needs to act on to reach these goals.
Is their another
group of people that has more persuasion over the target audience?
Is their another group of people that has more persuasion over the target audience?
This group of people might be more likely to engage with the creative assets or act on the creative to influence the real target audience.
How do these two
audiences communicate with each other?
How do these two audiences communicate with each other?
This should focus on communication vehicles. Could include things like in person, phone, email, web chat, Facebook, Twitter, World or Warcraft, etc.
What are the creative
What are the creative assets?
List the creative assets that exist and ask yourself if new things need to be made to help communicate the role of the assets. For example, a YouTube video that demonstrates how to use the asset. Perhaps you need to think about a pre-story to the real story that you want to tell.
How does the creative
foster a social experience?
How does the creative foster a social experience?
Is the creative designed to entertain, act as a branded utility, to challenge, to spawn user generated content, etc.
How long does the
earned media have to build before the paid media begins?
How long does the earned media have to build before the paid media begins?
This is a timing question that reminds us to use Owned, Earned and Paid media appropriately.
What metrics will we
What metrics will we be following?
Sometimes it is hard to set goals when using word of mouth campaigns and different platforms have different metrics. The key here is to describe which things you will be following to report on.