1. THE DESIGN PLAN

2. WHAT IS THE OPPORTUNITY OR PROBLEM WHICH THE COMMUNICATION EFFORT MUST ADDRESS?
Take into consideration the target audience’s point –of- view. How will the communication be relevant to their wants or needs?
Examples: to introduce a product or service; to explain product action; to enumerate product/service benefits; to announce a promo; to enlighten target audience about an issue; to educate target market about product usage; etc.

3. WHAT DO WE WANT THE TARGET AUDIENCE TO DO AS A RESULT OF THE COMMUNICATION EFFORT?
How do we expect them to react? How will the project affect them?
Examples:
We want the target audience to: take action, try, switch, be enlightened and form an opinion, be aware, be convinced about product claims, etc.

4.   WHO ARE WE TALKING TO?
Provide a rich description of the target audience.
What sort of people are they?
What do they do, feel or believe about the issue? From this target group, zoom in on one target person who typifies the group. Describe him/her in real terms.

5. WHAT IS THE KEY RESPONSE WE WANT FROM THE COMMUNICATION EFFORT?
What single thing do we want our target audience to take out of our communication effort? What do we want them to notice or believe or feel as a result of the communication?
If he/she were to say it in his own words, how might our target person express it?
Examples: “Wow, ang galing! I didn’t know that there is such a product that could make my skin as smooth and supple as a 17-year-old’s. I’m definitely checking out that cream on my next visit to Watson’s!”

6. WHAT INFORMATION MIGHT HELP PRODUCE THIS RESPONSE?
This could be new information that the target audience is unaware of, a compelling reason, or convincing evidence that needs to be publicized
and disseminated.

7.   THIS COULD BE HELPFUL…
Any additional information that affects the creative direction this communication takes: e.g. current similar activities, case studies, precedents, current trends, survey results, budget constraints, legal restrictions, etc.