Agency brief – telemarketing brief
Client/Brand:
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Date briefed:
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Category:
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Date required
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Campaign title:
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Campaign dates
[Start/finish dates]
Agency name:
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Key Client contact:
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Brief writer:
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Action
Start by working your way through the brief deleting irrelevant questions.
Then click and type over the Macros – [in brackets]
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.----§----
Introduction, Background and Business context -
The Agency Brief
[What circumstances have brought about this brief?]
[What's the rationale for running the campaign?]
[The Company, its history, its successes]
[What's happening in the Brand's marketplace?]
[How the Brand is perceived by its target audience.]
[What complaints might customers make – and what to do if they make them?]
[Who is the brand's major competition?]
----§---The Agency Brief
What role will telemarketing play within the communication strategy?
[What is the primary objective(s) of the campaign?]
[How should telemarketing support/deliver this campaign objective(s)?]
[In-bound/outbound? A combination?]
[What fulfilment will follow up each positive response?]
[Will other media be involved? (E.g. email follow-up, website , a helpline, etc)?]
[Will a follow-up call be used/tested to confirm receipt/understanding of the fulfilment material?]
[Is there an opportunity to cross-sell/up-sell?]
----§---Who are you planning to contact?
The Agency Brief
[Are calls to/from businesses or members of the general public?]
[Are the calls to/from prospects or existing customers?]
[What is the data source? (A bought-in list? A customer database?)]
[How many prospects/records are to be supplied?]
----§---What is the primary message to each audience?
The Agency Brief
[The proposition(s). What is the benefit to the prospect of taking the call?]
[What questions must be answered?]
[Who is writing the script?]
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[(See the guidance given within www.MarketingMentor.net on writing scripts)]
----§---What is the desired response as a result of this communication
[Think?]
[Feel?]
[Do?]
The Agency Brief
----§---The call volumes
The Agency Brief
[How many calls should be made in the course of the campaign?]
[(Give your assumptions if estimating an inbound campaign).]
[What is the anticipated success rate?]
[(E.g. how many completed interviews should each operator achieve each day?]
[What conversion rate is required? (E.g. leads/appointments/sales per day, per operator?)]
[When might peak calls be expected? (inbound)] [How large could these be? ]
[Can an accurate media/mailing schedule be provided to allow the peaks to be planned for?]
---§---The Call
The Agency Brief
[Can you define the standards you wish to attain with each call?]
[(E.g. the number of rings within which the live operator must answer the call)]
[How long will the average (inbound or outbound) call last?]
[Is this a best guess or an average taken from a previous campaign?]
[(If it’s a research campaign, is the questionnaire available?)]
[Is a long call affordable/likely to cause the Centre to be swamped (if the calls are in-bound)?]
[Can a test campaign precede the full-scale campaign to iron out any problems?]
[Are contingencies in place for calls to be put through to the brand’s Customer Care team?]
[Or data capture the caller’s details for call back later?]
----§---Data capture
The Agency Brief
[What information must be logged? ]
[What fields will be supplied?]
[How should the final data be presented?]
[Are there any specific database requirements that must be included?]
[(E.g. de-duplication, merge/purge, analysis or Mailsort)]
----§---Telecommunications
The Agency Brief
[Will a freephone or local call number be used? (inbound)]
[Should the telemarketing agency supply the number?]
[Detail any specific call overflow, divert or speed-dial facilities that you require.]
[What hours do you need the lines to be manned by live operators?]
[Should a voicemail facility or automated system operate outside of these hours?]
----§---Reporting requirement
The Agency Brief
[What reports do you require? How often? In what format?]
[Can they be supplied online?]
----§---Testing (if applicable)
The Agency Brief
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[What testing is required before the campaign begins, and then during the campaign?]
[Are ‘mystery shopper/callers’ appropriate?]
----§---Order taking (if applicable)
[How will orders come in?]
[(E.g. coupons with cheques as well as credit card orders by telephone)]
[What's the procedure required for financial management?]
The Agency Brief
Fulfilment requirement
The Agency Brief
[What turnaround time is required for the fulfilment piece?]
[What are the exact contents/order of contents of the fulfilment piece?]
[How many different letter texts are there? Who receives what?]
[Will stationery be provided? (E.g. Brand letterhead) Are envelopes being provided?]
[What postage rate should be used?]
[What volume of material will arrive? When? How long must it be stored for?]
----§---Tone of voice -
The Agency Brief
[What Brand values must come through strongly?]
----§---Mandatories -
The Agency Brief
[What are the mandatory executional considerations of the brief?]
[What Legal requirements are there?] [Data Protection?]
[Does the Financial Services Act apply here?]
----§---Timing -
The Agency Brief
[What are the critical dates of this campaign?]
[Is the campaign's timing determined by activity in other media/PR?]
[What are the timings of the Brand team's internal approval process?]
[What are the timescales for set up? When can the campaign start?]
----§---The Campaign Budget -
The Agency Brief
[What is the budget?]
[Is it a fixed or variable budget? (dependent on response)]
[What does the budget cover?]
[Offer/reward? Handling? Datacapture? Production? Fulfilment?]
[Testing? Staff briefing? Agency fee, call charges…]
[Are there preferred suppliers the Agency should use?]
----§---The Agency’s response to the brief -
The Agency Brief
[How/when should the response to this brief be presented?]
[Who will be signing off from a Legal aspect?]
[Will any other third party need to give its approval?]
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[What involvement will Purchasing/Procurement have?]
Key information to support this brief
Document location (e.g. attached)
Brand/Corporate guidelines
Communication strategy
Technical spec/limitations
Legal/research/other:
Approval
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Date
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Date
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Date
END
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© This template is copyright MarketingMentor.net ltd 2009