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MAKE A COPY and use this form. Print it out if you wish, or copy and paste it into an e-mail.
Please answer each question as specifically as possible. Some questions may not apply so leave them blank.
If others must approve this project, please make sure they are in agreement with the answers on this form before you submit it.
Fax this form to Cummings Design at 949-249-8619 or cut, paste and e-mail answers.
Thank you!

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1994-2001 Cummings Design All Rights Reserved.
 You may copy this form in its entirety as much as you wish however any modification, transcription, excerpting, addition or deletion is strictly prohibited.
 

Project Initiation Form/Strategic Marketing Questionnaire

Project Name:
Company/Contact Name:
Date Required:
Project Description:
What is it? An ad, brochure, direct mailer, newsletter, logo, trade show exhibit, fax flyer, packaging, web page, etc.
 
 
Primary Goal:
 
 
What is the MAIN objective?
Generate sales, generate responses, improve company image, introduce new product, etc.
 
 
 
Secondary Goals:
 
 
 
What else would you like it to accomplish?
Keep in mind that the more focused a piece is the more effective it will be.
 
 

Response Mechanism:
How would you like the audience to respond? By phone, fax, e-mail, or other?
 
 
List phone, fax and e-mail numbers below.
Main Phone:
 
Main fax:
 
Sales E-mail address:
 
800 or 888#:
 
Offer:
Can you make an offer in this piece? $$$'s off, free item with purchase, free product support, lowest price anywhere, best solution to the problem, only one of its kind, etc?
 
 
Why should the audience buy this product?

 
Media and Details:
For all list size and one-color, two-color, three-color or four-color process. For magazine ads list screen frequency and film specifications for each magazine. Normally described as 133 line screen RRED.For printed material list anticipated quantity.  For packaging, describe how it will be merchandised i.e. shelf, hang card, blister package, etc.
 
 
Audience:
Who SPECIFICALLY are you selling this to? List in order of importance.1.2.3.4.
 
1)
 
2)
 
3)
 
4)
 
Audience Profile and Background:
Explain the type of buyer as SPECIFICALLY as possible. Educational background, attitude, financial profile, etc.
 
 
 
Audience Needs and Desires:
What do they want from this product or service in order of importance?1.2.3.4.
 
 
 
Specific Features/Benefits/Concepts to be communicated in this piece:
List in order of importance stating the name of each, what it does, and its most attractive feature and benefit. Ideally, the answers given above will relate to the answers you give below.1.2.3.4.
 
1)
 
2)
 
3}
 
4}
 
List situations in which this product or service will benefit the user:
List in order of importance. Begin each with words like "easier by..., faster by..., safer by..., more reliable by..., etc.1.2.3.4.
 
1}
 
2}
 
3}
 
4}
 
Image Information:
Do you need to show images of this product or service in this piece?
 
 
Can you obtain these images from the manufacturer?
Professional photographers on location cost between $1500 and $2000/day plus the cost of props.
Table top photos cost around $200. Many manufacturers already have photos or video you can use.
Web site images are typically not usable for print.

IMAGE REQUIREMENTS (If you require images, here are the specs):
Digital Photos: Adobe Photoshop Macintosh TIFF format, 300 DPI at size to be used, on Zip Disk or CD or via FTP
Digital Line Art (preferable for logos):  Illustrator eps or Freehand
Transparency- 35mm, 4x5, or color print
 
Budget Information:
State your budget for this project.
If applicable, break out printing costs, or per unit cost. Do not leave this blank unless you have no budget.
 
Other Information:
Is there anything else you can think of that would be important to this project? Please list here or attach separate sheet.
 
Optional Sketch:
Can you draw a rough sketch of this thing? Any effort will be helpful in understanding your vision. If not, try to describe in words below.
 
Please fax back to Cummings Design at 949-249-8619 when completed or e-mail answers.

Back to Cummings Design Home Page
 
1994-2001 Cummings Design All Rights Reserved.
 You may copy this form in its entirety as much as you wish however any modification, transcription, excerpting, addition or deletion is strictly prohibited.