Intake Form - Ad Strategy | 2 Fish Company, LLC

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Contact Information

Name *

First

Last

Email *

Project *

is Describe user

Campaign Purpose

What is the #1 goal of this campaign? *

Should we prompt with examples here?

Tell us more about what specific result would make you say "this campaign worked!" *

Which of the following is most important for your campaign success?

	Not Important	Somewhat Important	Important	Very Important	Most Important
In-Store Traffic	Not ImportantIn-Store Traffic Not Important	Somewhat ImportantIn-Store Traffic Somewhat Important	ImportantIn-Store Traffic Important	Very ImportantIn-Store Traffic Very Important	Most ImportantIn-Store Traffic Most Important
Website Visits	Not ImportantWebsite Visits Not Important	Somewhat ImportantWebsite Visits Somewhat Important	ImportantWebsite Visits Important	Very ImportantWebsite Visits Very Important	Most ImportantWebsite Visits Most Important
Brand Awareness	Not ImportantBrand Awareness Not Important	Somewhat ImportantBrand Awareness Somewhat Important	ImportantBrand Awareness Important	Very ImportantBrand Awareness Very Important	Most ImportantBrand Awareness Most Important
Donations	Not ImportantDonations Not Important	Somewhat ImportantDonations Somewhat Important	ImportantDonations Important	Very ImportantDonations Very Important	Most ImportantDonations Most Important
Increased Sales	Not ImportantIncreased Sales Not Important	Somewhat ImportantIncreased Sales Somewhat Important	ImportantIncreased Sales Important	Very ImportantIncreased Sales Very Important	Most ImportantIncreased Sales Most Important

Audience

Let’s define the specific audience that we are trying to reach!

Describe the audience that engages most frequently with your organization. *

Who are we hoping will respond to this campaign? *

Who typically influences others to engage with your organization? *

Which of the following groups should this campaign be targeting? *

Retail shoppers
Service seekers
Donors
Event attendees
Volunteers
Job applicants
Other specific group (please describe)

Which specific group(s) should we be targeting?

Value Proposition

Why does the information in this ad matter to our target audience?

Why should a customer choose us over our competitors? What do we do better, faster, or differently? *

What do our customers or clients compliment the most about us? What do referrals typically highlight? *

What is our single strongest differentiator? *

What proof supports our claims? *

This could include reviews, awards, outcomes, data, testimonials, etc.

Messaging Strategy

What verbiage and emotional tone should we employ for this campaign?

Which primary messaging angle feels most appropriate for this campaign? *

Value/Cost Savings
Quality/Excellence
Mission/Impact
Convenience/Accessibility
Community/Belonging
Results/Outcomes

What emotion should these ads trigger, first and foremost? *

Excitement
Relief
Confidence
Trust
Urgency
Pride
Curiosity
Hope
Other

What are some words or phrases that our clients commonly use to describe us? *

Are there any customer/client objections that need to be addressed in this campaign?

How should these objections be addressed?

Is this campaign reinforcing an existing brand message or introducing something new? *

Reinforcing existing message
Introducing something new
A bit of both

Conversion Path

What is the ideal outcome of a user interacting with our ad campaign?

What should a user do after clicking on our ads? *

Please describe any relevant outcomes here! This can include things like clicking a button, submitting a form, calling a number, or any other specific outcome that would be trackable in some way.

What landing page should the user go to upon clicking an ad? *

Please provide a link or indicate if a new page is needed!

Are there an obstacles that might impede the user from doing what we'd like them to do?

Finishing Up

Is there anything else that we should consider when developing this ad campaign?

Ad Strategy

This form is used to gather all required inputs for the development, launch, or revision of a digital advertising campaign. It ensures strategic clarity, message alignment, geographic accuracy, and clearly defined measurement goals before campaign execution begins.