What is the main message we are trying to communicate with this piece and what are our primary objectives in doing it? (For example to introduce a new product or service, to increase awareness of an existing product, to incent purchase, change consumer perceptions, etc.) What needs to be said? (if applicable, highlight in bullet form the content that needs to be written, eg. key focus, call to action, etc.)

To whom are we speaking? (Indicate any relevant data such as age, gender, socio-economic standing, etc.) What are the target audience's current perceptions of your product and/or service? Or what do you want the target audience's perceptions to be? What one message do we wish to express to the target audience?

Describe the voice—how should we speak to this target audience? Use descriptive words to describe the tone. (Edgy, casual or business-like and professional, etc.)

What are the three key messages that you want the viewer, reader, etc. to take away from this piece? What do you want the customer to understand about this product or service? What sets this product apart from the competition?

Are there any creative elements that must be included in the finished piece? For example corporate logos, specific artwork, etc. Are there any geographical and/or cultural restrictions that the creative team should be aware of?

It makes no sense for our creative team to present you with a stunning concept that you fall in love with, but one that requires a minimum budget to get off the ground, a minimum budget that you may not have. So, please indicate any budget restrictions that exist for this project, eg. media dollars available to spend, resources available to execute, etc.

Please point out here any other considerations for the project, eg. sensitive deadlines, etc. as well as any other comments pertinent to the project that have not already been indicated.