
A defined audience
Describe who the message should reach and the decision it supports. Broad exposure is not always useful for a specialist offer. Use support requests to find information that is missing or unclear.
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




