
A defined audience
Describe who the message should reach and the decision it supports. Broad exposure is not always useful for a specialist offer. Look for gaps between what the business offers and what visitors understand.
Assign awareness, consideration, or response roles to media choices. Do not judge every format by one identical short-term conversion target. Confirm that forms, phone links, and replies reach the right person.
- A written brief
- Named responsibilities
- Agreed review points




