Begin with one decision
Before asking for posts or ads, write down what needs to change. Do you want people to understand a new service, book a visit or request a brochure? Pick one main goal. It gives the creative team something specific to work towards.
Explain the offer as you would to a customer on the phone. Include what they get, who it is for and any conditions. If a detail is still undecided, mark it for confirmation instead of leaving the designer to guess.
Keep the audience practical
Think about the questions people ask before buying. For a property project, that might be location, documents, amenities and site visits. For a service, it might be the work included, delivery time and what the client needs to provide.
Write down the campaign locations and languages. Keep confirmed facts separate from ideas that still need approval.
Connect the creative to the destination
Your ad and the page it opens should make the same offer. If the ad says “Get a quote”, the next page needs an obvious way to do that. Try the phone and WhatsApp links on a real phone before publishing.
List the formats and quantities: feed posts, stories, reels or print flyers. Include the footage available, review rounds and deadline. “One campaign” can mean different amounts of work to different people.
Agree how you will review it
Separate the creative fee from the ad budget. Choose who checks the facts, who signs off the work and who answers enquiries. Decide what to measure before launch. A high view count and a useful enquiry are different things.
After launch, note the questions people actually ask. Those questions can show what the campaign hasn’t explained well. Change one major thing at a time when you can, so it is easier to see what helped.
Copy this starting checklist
- Offer and one primary objective
- Customer questions, location and languages
- Approved claims, brand assets and references
- Deliverable count, dimensions and duration
- Production budget, media budget and deadline
- Approval owner and enquiry follow-up contact
Need help putting this into practice?
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