01. KEY FACT(S) :
"What should we know"

02. OBJECTIVE :
"What we want to happen"

03. TARGET AUDIENCE :
"Who to sell"

04. POSITIONING :
"How to sell"

05. PRIMARY MESSAGE :
"What is the Brand Promise"

06. COPY PLATFORM :
"Why should they buy"

07. TONE AND EXECUTION :
"What's our approach"

08. MANDATORIES :
"What must be included"

09. ANTICIPATED BUDGET :
"How much are you prepared to invest"

10. EXPECTED DELIVERABLES :

11. NOTES :
"Any additional comments or specifics we should be aware of"