Whether you want to streamline the selection process of a new agency or need to brief an existing agency, you can save time and money with a comprehensive brief.
If you are seeking to appoint a new agency a well prepared brief will allow you to give the same brief to all prospective agencies so that you can compare their responses to the same criteria.
And if you are briefing an existing agency they will be able to deliver on your requirements more quickly with a well thought through briefing document.
The brief on Briefs
As with so many things in business the more time you put in upfront the less time you will need to spend down the track. In this context if you spend time and effort creating the brief you will avoid the need to ‘top up’ the list of requirements you supply prospective agencies and risk briefing them inconsistently.
Most agencies will have their own internal processes for receiving information from new clients. The criteria for this varies but if you come prepared with a brief that touches on their information requirements you will save time and money.
Here’s an overview of how to prepare a brief to help you speed up the selection process.
Inclusions
- Overview – Provide a top line overview of what is required.
- Client information – Your company name and the point of contact with whom the agency will liaise throughout the project.
- Background information – An overview on your company and your industry; a list of products and services to be covered – preferably in order of priority and focus as well as their key benefits; your competititors and their website URLs.
- Project aim – What are the objectives of the project? What do you aim to achieve with the services you are requesting, for example, increased sales or greater awareness? It would be helpful if these are specific and can be measured.
- Strategic direction – What is required from the agency? Provide more detail on the information provided in the overview. For example,
- A completely new website where one did not previously exist – when was it launched, what are the shortfalls of the current site, what is to be added/changed on the site?
- Revamp of old site– what do you want to achieve with the new look site?
- Specific additional features to an existing site such as ecommerce – what are any known parameters, restrictions?
- Target audience – Define who you want to reach with your website. Provide a profile of the audience where possible.
- Evaluation – How will you measure success of the project? Are there any Key Performance Indications (KPIs) that you can provide – whether specific to the project or associated in some way?
- Essential information – Any branding guidelines; legal considerations; information that must be included such as terms and conditions?
- Timeline – What are the timing considerations or deadlines?
- Budget – If you have a clear defined budget in mind, provide this here. Otherwise leave the agency to provide a quotation based on the above criteria.
Fatpublisher provides a range of website design services to our clients and can advise you on your briefing document. If you are interested in finding out about our web design services, please contact us.
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