04 Apr 2012
Internal stakeholders: Have I identified and gained commitment to deliver a digital strateg?
A picture of success: What will success look like for your campaign - what do you want to achieve and how will you ensure this happens? When the campaign ends, if it ends, what will ‘good’ - or better yet, ‘excellent’ - look like?
Integration with the overall brand/company strategy: How will your use of digital channels complement the existing, traditional channels you are using? How does digital fit with sales force activity?
The audience : Who is your audience, how will you segment them, where do they go online, what online tools do they use and what will they get out of your campaign?
The message : What is the campaign message, who is it for and how (or why) will it resonate with them?
Lastly, what digital tools or websites will you use - and why?