Client Strategic Brief

Prepared by [YOUR NAME]

Company: [YOUR COMPANY NAME]

Executive Summary

The strategic brief outlines a comprehensive overview of the upcoming campaign/project, highlighting the client's background and the overarching strategy to achieve the defined goals. It encapsulates the essence of the endeavor, emphasizing the key elements that will drive its success.

Objectives and Goals

Objective 1: Enhance brand visibility and recognition

Goal 1: Increase brand mentions by 30% across social media platforms by the end of Q3.

Objective 2: Boost product sales in target demographics

Goal 2: Achieve a 20% increase in sales revenue within the specified audience segments by year-end.

Objective 3: Strengthen customer engagement and loyalty

Goal 3: Attain a 15% rise in customer retention rates through tailored loyalty programs by the end of the campaign.

Target Audience

Audience 1: Millennials aged 25-35, urban professionals with disposable income. High social media users, value sustainability and convenience.

Audience 2: Generation Z, ages 18-24, tech-savvy, socially conscious, and early adopters of trends. Prefer experiential marketing approaches.

Audience 3: Baby Boomers, aged 55-70, established in their careers, prioritize quality and trust in brands. Moderate users of digital platforms prefer traditional advertising mediums.

Key Messages

Key Message 1: "Experience sustainable luxury redefined."

Key Message 2: "Join the movement towards a greener future."

Key Message 3: "Quality, trust, and innovation – our commitment to you."

Tactical Plan

Tactic 1: Social media influencer collaborations

Action 1: Identify and engage with relevant influencers for product endorsements.
Responsible: Marketing Department
Deadline: Date 1

Tactic 2: Launch promotional events targeting the Gen Z audience

Action 2: Organize pop-up stores and experiential marketing events in key urban areas.
Responsible: Events Management Team
Deadline: Date 2

Tactic 3: Implement customer loyalty program

Action 3: Develop a tiered loyalty program offering exclusive rewards and benefits.
Responsible: Customer Relations Department
Deadline: Date 3

Budget and Resources

Budget allocation:

Social media influencers: $50,000
Event promotions: $30,000
Loyalty program development: $20,000
Total Budget: $100,000

Resources required

Marketing team, Events management team, Customer relations department.

Monitoring & Evaluation

Key Performance Indicators (KPIs):

Social media engagement metrics (likes, shares, comments)
Sales revenue generated from the campaign period
Customer retention rates and loyalty program sign-ups

Evaluation Methods

Regular review of KPI metrics monthly
Post-campaign survey to measure brand perception and customer satisfaction
Quarterly progress reports presented to stakeholders