Better questions.
Clearer plans.

PLANNING GUIDE / 01

How to prepare a useful campaign brief

A campaign brief should connect a business objective to a clear action. Start with what you want people to do, then work backward to the message and audience.

1. Describe the business goal. Be specific about the opportunity or problem: enquiries for a particular service, demand for a product range, or bookings for an offer.
2. Define a useful response. Explain who qualifies, which market you serve, and what information helps your team decide the next step.
3. Explain the offer. List its value, limitations, availability, and the evidence you are authorized to use. Avoid claims you cannot substantiate.
4. Map the destination. Identify the page visitors will reach and the action it asks them to take. Note who will respond after an enquiry arrives.
5. Separate the budgets. Record advertising spend, agency fees, creative production, and any software costs as distinct items for discussion.

The result is a brief that helps everyone assess the work required. It is not a guarantee of performance or a reason to choose every available channel.

CHECKLIST / 02

What to prepare before a website project

A website project needs more than a visual reference. Clear content, page priorities, and ownership decisions make it easier to build an experience that serves visitors.

• Pages and purpose: List the essential pages and the main task each page should help a visitor complete.
• Content and proof: Gather approved service descriptions, brand files, images you may use, and any verified projects or testimonials.
• Enquiry journey: Decide which details a form needs, where submissions go, and who handles follow-up.
• Access and ownership: Identify the people who control the domain, hosting, store, analytics, and other existing accounts.
• Review process: Choose the person responsible for feedback and final approval. Consolidate comments to avoid conflicting instructions.
• Launch readiness: Agree on checks for mobile layout, keyboard access, links, forms, page metadata, and any required privacy information.

For a redesign, also record which existing content and URLs need to be preserved. Discuss migration and ongoing maintenance as part of the scope.

WORKSHEET / 03

Map your lead follow-up before automating it

Automation works from the process you define. Start by making the handoffs visible, including the cases where a person needs to step in.

1. List the entry points. Note where enquiries come from: a website form, a campaign, a referral, or another agreed channel.
2. Define the stages. Give each stage a clear meaning, such as new, reviewed, qualified, appointment arranged, or closed.
3. Assign the next action. For every stage, identify an owner, a suitable response window, and the condition that moves the record forward.
4. Plan exceptions. Decide what happens with duplicate records, invalid contact details, replies, opt-outs, and enquiries that need specialist attention.
5. Test the whole journey. Use appropriate sample records to check routing, notifications, staff tasks, and stopping rules before enabling live messages.

Only use customer or prospect information for purposes you are authorized to carry out. Keep necessary human review in the process, and document who maintains the workflows.