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Checklist8Thereareseveralkeyfactorsthatwillmakeyournextprogramnotonlysuccessfulbutmemorableand,aboveall,measurable.Bepreparedtoanswerafewquestions.Answeringthemthoroughlywillhaveabetterendresult.**Whatis/areyourspecificgoal(s)and/orobjectives?(clearandconcisedescription)*Whoisthetargetaudience?(whoareyoutryingtoattractorinfluence)Whatis/arethekeymessage(s)youarelookingtodeliver?(oneortwokeythrusts)*Whatarethekeybenefits?(what'sinitforthetargetedaudience?)*Whatisthebackgroundandcompetitiveposition?(S.W.O.T.analysis)*Whattypesofcommunicationstrategieshaveyouusedinthepast?(othermedia)*Whatisthedesiredmessageand/ortone?(howdoyouwantthemessagereceived?)-interestedingettingyournameout-branding-initiateasalescall-educatetheaudienceaboutaproductorservice-sellaspecificproduct-customerappreciation-recognitionoranawardprogram-generatesalesleadsand/orreferrals-creategoodwilland/orrecognition-other,bespecific__________________________________________-currentclients,prospectiveclients,resuscitateoldaccounts-typeofindustry-geographicallocationofaudience-companysize-demographicprofile:gender,age,income-psychographicprofile:whatarethespecificemotionaltriggers|painpoints-llfe-styleprofile:conservativeortrendy-numberofindividualstotarget-doyouhaveaccesstothedatabaseofindividualsyouaregoingtotarget?-Strengths-Weaknesses-Opportunities-Threats-PrintCollateral-Radio-Television-SocialMedia-Web-Billboards-DirectMailMarketing-Subliminal-Powerful-Soft-Direct-Fun&Light-ComicalRelatedQuestionstoJumpstarttheProcess

*Whatisthisspecificprojecttimeline?(majormilestonestobeaccomplished)*____________________________________*____________________________________*____________________________________*____________________________________*Whatistheanticipatedbudget?(fortheentireorspecificareasoftheproject)*Whatwouldyouconsiderasuccessfulresult?(ismeasurementimportant?)*Whataretheareaswhereweneedtosteerclear?(areasofconcern)*Whattypeofuniquepackagingwoulddrivethemessagebetter?*Whatdeliverymethodwouldgivethecampaigngreatreachandimpact?*Othermiscellaneousrelevantinformation?(anythingotherthanabove)-Short-Term-Long-Term-Numberofnewclients-Percentageincreaseofmargindollars-Increasedsales:yearoveryear,quarteroverquarter,monthovermonth-Numberofdecreaseddownman-hours-Sensitiveissues-Competitorbashing-Verbiage-Toneand/ormessage-Plastic-Paper-Eco-friendly|Sustainable-Reusable-Specialty-DirectMail-ExpressMail-HandDelivery-Re-purposedorrepackagedChecklistContinued9