EMA/Kodak Backgrounder Template
|Project Name: | |
|Person Representing Brand: | |
|Regulatory Contact | |
|Person Representing Creative Team | |
|Date Assigned to Creative Team | |
|Final Due Date: | |
TYPE OF PAGE (Check one – One brief for each program type):
|Type of Program | |
|Product Launch | |
| | |
|Microsite | |
|Product Page | |
|Event Page or Trade Show | |
|Company Page | |
|Landing Page | |
|Other | |
|1. Introduction and objectives | |
|1.1 Background and reason for this effort | |
|What are we doing a campaign for (campaign | |
|name/product/product category) | |
|1.2 Key objective or call to action | |
|What do we want to achieve? | |
|Increase brand awareness | |
|Increase sales/leads | |
|Education | |
|Other _______ | |
|1.3 Effect | |
|What measurable effect do we want to achieve? | |
|What are the KPIs? (Increase downloads, | |
|Increase form completions, increase demo requests, increase | |
|product understanding/time on page, etc.) | |
|2. Target group / key insights | |
|2.1 Which groups will benefit most from this effort? Select |Dentists |
|all that apply |Orthodontists |
| |OMS |
| |Periodontists |
| |Endodontists |
| |Investors |
| |Employees |
| |Known Prospects |
| |Unknown Prospects |
| |Current Customers |
| |OTHER _______________ |
|2.2 Execution considerations |Create a list of web sites radio buttons here |
|Global |Global – All regions and languages |
|Regional |US - English |
|Languages |US - Spanish |
|Concept deployed to various mediums or tactics |EMEA - English |
| |Germany - German |
| |UK - English |
| |China - English |
| |Japan - English |
| |France - French |
| |Canada - French |
| |Canada – English |
| |Brazil – Portugal |
| | |
| |OTHER _______________ |
|3. Communication | |
|3.1 Benefit | |
|Describe the core benefit for the target group in one | |
|sentence. | |
|What pain are we relieving for the target group or the | |
|reason for the online effort | |
|3.2 Key message | |
|Describe the core message in one sentence. | |
|For product launches, please state the value proposition. | |
|3.3 Communication channels | |
|What other marketing efforts are being done (if any) to | |
|support this effort? | |
|(Social ads, Google Adwords, email campaigns, etc.) | |
|4. Content | |
|Page Layout | |
| Page Content (include any links needed for content) | |
| | |
|If there are differences in the regional messaging | |
|that must be considered, describe them here. | |
| | |
|Please include all mandatory and supporting copy, as | |
|well as any links where copy exists that can be | |
|leveraged | |
|Images , videos, and or documents (include links to | |
|assets in DAM or upload files with web request) | |
|Additional content | |
Approvals:
Marketing Director:______________________________ Date:_______________________
Brand Director :______________________________ Date:_______________________
Marketing Manager:______________________________Date:_______________________
Creative Team:__________________________________Date:_______________________
Writer:_________________________________________Date:______________________
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