The Basics
What is the name of your company?
What is the specific deliverable you are commissioning for this project? e.g., 8-page brochure, convention booth, company logo, etc.
When do you expect the project to start and when does it need to be completed?
Start Date:
Completion Date:
Are there specific reasons for these dates?
e.g., tradeshow, product launch, end of year budget.
Who are the main contacts for this project? Who has final approval? Please list names, email addresses and phone numbers.
Your budget dictates how much time we can devote to your project. What is the budget for this project?
Your Objective
Why are you commissioning this project? List your main reasons.
List the business objectives for this project in order of importance.e.g., improve sales, increase customer satisfaction, increase traffic at trade show, etc.
How will you know if the project is a success?e.g., 20% increase in sales, 70% of surveyed users expressing satisfaction,
50% more traffic compared to previous event.
Your Audience
Describe your intended audience in as much detail as possible.e.g., savvy small business owners looking for VoIP phone systems, primarily male,
35–45 years old, located in or around major urban areas in the United States.
How do you think your audience currently perceives your company?
How will people use the materials created to support your project?e.g., to compare features and benefits of your product versus the competition.
Your Product or Service
Describe the product or service to be promoted by this project.
What are the features of your product or service?e.g., specifications, components, how it’s used in everyday applications,
what’s unusual or unique, etc.
What are the customer benefits of your product or service?e.g., How will they be better off? Does it save time, effort, money? If so, how much?
How relatively important is this to the customer?
What are the trade-offs?e.g., higher quality means higher price, etc.
What evidence can you offer the customer to support your claims? e.g., test data, focus group reports, user testimonials (specific facts, rather than opinions or generalizations).
Describe your competition.e.g., what similar products/services are available and how good are they?
List names, specifications, prices, good and bad features.
Why will people choose your product or service over the competition?e.g., most features, easy to use, best price, etc.
Supporting Materials (if you have materials similar in nature to this project)
List any other initiatives — past, present or future — that will work in conjunction with your project to support the success of your product or service.
What aspects of your current materials work well and why are they successful?
What aspects of your current materials are unsuccessful and why do you think that is?
Content and Design
With regard to creative considerations, what limitations or constraints do you have? e.g., budget, schedule, size, paper, use of color, number of photographs or illustrations, corporate standards, personal likes/dislikes, etc.
Where will complementary creativity come from?e.g., writing, design, illustration, photography, etc.
How will the project be distributed? e.g., where will the ads run, the brochures be distributed, the mailer mailed, etc.
Describe how you would like users to perceive the materials created to support your project.e.g., modern, professional, friendly, edgy, fun, etc.
List similar materials from competitors and organizations in a related field. What works? What doesn’t?
List materials you like the visual design of and explain why.Provide samples, if possible, as PDFs, JPGs or Web links (See File Upload section below)
Outline any creative concepts you may have for your project. How would they support your business goals and the goals of your user?
The most important point
Most communications leave only one overall impression. If you could choose only one thing the reader/viewer would remember, what would it be?
Additional Comments
We've tried to keep this worksheet as general as possible, but every project is unique. Here is your chance to add any extra information you think will be helpful.
File upload
Please upload any files (i.e., logos, samples, photos, etc.) that may help with your request. For multiple files, please ZIP your files into one archive using Winzip, Stuffit or other file compression program.
*Required
(Max File Size: 2.0mb) For larger files please contact us for our FTP information.
Please describe the files your uploading and how they will help with your request.
About You
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