This cheat sheet provides a comprehensive overview of potential task areas of an integrated marketing agency from the perspective of an advertising company. It complements my blog post on preparing tenders and supports you in selecting the services you need to achieve your brand and marketing goals. The detailed list of activities in areas such as strategy, creation, media, and technology not only facilitates the precise formulation of requirements but can also serve as a valuable foundation for drafting contracts with agencies.
A thorough requirements analysis forms the foundation for a successful tender process and helps you identify the best agencies for your company’s specific challenges. A clearly defined requirements profile is essential for selecting and designing the appropriate processes during the pitch phase. This cheat sheet, with its extensive list of possible agency tasks, aims to help you create a precise requirements profile.
1. Brand Strategy and Positioning
1.1 Analysis of existing brand identity and brand values
1.2 Development of a holistic brand strategy (long-term roadmap)
1.3 Definition of brand positioning, USP, and differentiation features
1.4 Development of core brand messages and brand storytelling
1.5 Creation of brand guidelines for consistent communication
1.6 Adaptation of brand strategy to regional and cultural contexts
1.7 Regular review and further development of brand positioning
2. Target Group Analysis and Segmentation
2.1 Identification of core target groups based on sociodemographic data
2.2 Development of customer personas for targeted communication
2.3 Conducting quantitative and qualitative market research studies
2.4 Segmentation based on purchase behavior, customer value, and usage intensity
2.5 Identification of growth segments and niche target groups
2.6 Derivation of individual communication measures per segment
2.7 Continuous updating of segments based on new data and insights
3. Brand Values and Identity
3.1 Definition and refinement of core brand values (quality, innovation, sustainability)
3.2 Development of a unified brand identity (logo, colors, typography)
3.3 Creation of a brand voice for all communication channels
3.4 Development of visual key motifs (key visuals)
3.5 Creation of a brand handbook for internal and external use
3.6 Training internal teams and stakeholders in brand values and identity
3.7 Regular brand audits to ensure brand integrity
4. Creative Concepts and Campaign Development
4.1 Idea generation and brainstorming for campaign concepts
4.2 Development of guiding ideas, claims, and slogans
4.3 Creation of storyboards for TV, online, and social video formats
4.4 Development of cross-media campaign visuals and key visuals
4.5 Integration of testimonials, influencers, or brand ambassadors
4.6 Design of interactive campaign elements (microsites, AR features)
4.7 Review and alignment of concepts with brand goals and KPIs
5. Advertising Material Production (Print, Digital, Audio/Video)
5.1 Design of print ads, posters, flyers, and brochures
5.2 Production of TV commercials, radio spots, online videos, and podcasts
5.3 Creation of online banners, rich media ads, and HTML5 formats
5.4 Design of social media creatives (posts, stories, reels, TikTok videos)
5.5 Image editing, compositing, and animation for advertising materials
5.6 Print management, quality control, and color proofing for print materials
5.7 Technical implementation of tracking pixels and tags in online materials
6. Media Strategy and Planning
6.1 Definition of media goals (reach, frequency, CPM, GRP)
6.2 Selection of relevant media channels (TV, radio, print, out-of-home, digital)
6.3 Development of an integrated media mix based on target group insights
6.4 Seasonal, regional, and thematic adjustments of media deployment
6.5 Use of planning tools and forecasting models for budget allocation
6.6 Continuous monitoring of media performance for optimization
6.7 Preparation of media plans and approval presentations for clients
7. Media Buying and Placement
7.1 Negotiation of terms with media houses, marketers, and platforms
7.2 Purchase of advertising time (TV, radio) and advertising space (print, OOH)
7.3 Booking of online inventory (display, video, native advertising)
7.4 Ensuring optimal placements (prime-time slots, premium placements)
7.5 Execution of trafficking, ad serving, and tagging in online areas
7.6 Renegotiation of discounts, package deals, and special advertising formats
7.7 Documentation and reporting of all media placements to the client
8. Search Engine Marketing (SEM)
8.1 Keyword research and analysis for Google Ads and Bing Ads
8.2 Creation of ad texts, extensions, and landing pages
8.3 Ongoing bid management for cost optimization
8.4 Implementation of remarketing lists for search ads (RLSA)
8.5 Conversion tracking to measure leads, sales, and downloads
8.6 Continuous optimization based on CTR, CPC, CPA, and ROAS
8.7 Regular SEA reports and actionable recommendations
9. Search Engine Optimization (SEO)
9.1 Technical SEO checks (loading times, mobile optimization, crawling)
9.2 On-page optimization (meta tags, headers, content quality)
9.3 Development of a sustainable keyword strategy
9.4 Link-building strategies to increase domain authority
9.5 Content optimization for better organic rankings
9.6 Regular SEO audits, ranking, and traffic analyses
9.7 Implementation of structured data (schema markup)
10. Display and Programmatic Advertising
10.1 Creation of static, animated, and dynamic banners
10.2 Booking of premium environments via direct deals or PMPs
10.3 Use of demand-side platforms (DSP) for programmatic campaigns
10.4 Precise targeting (context, behavior, geo, retargeting)
10.5 Use of frequency capping and brand-safety tools
10.6 Continuous optimization of CTR, viewability, and conversion rate
10.7 Real-time bidding strategies to increase efficiency
11. Social Media Marketing and Community Management
11.1 Creation of editorial plans for social media channels
11.2 Development of content formats: posts, stories, reels, live sessions
11.3 Community management: moderation, feedback handling, crisis prevention
11.4 Social listening to identify trends and sentiment
11.5 Planning and placement of social ads (Facebook, Instagram, LinkedIn, TikTok)
11.6 Running contests, promotions, and challenges
11.7 KPI analysis (engagement rate, reach, CTR) and reporting
12. Influencer Marketing
12.1 Identification of relevant influencers and content creators for the brand
12.2 Contacting, briefing, and contract negotiations with influencers
12.3 Planning influencer campaigns (formats, timing, hashtags)
12.4 Ensuring compliance with advertising disclosures and guidelines
12.5 Monitoring engagement, reach, and conversions through influencer posts
12.6 Building long-term brand ambassador programs
12.7 Evaluating campaign success and ROI calculation
13. Content Marketing and Editorial
13.1 Development of a content strategy (topics, formats, frequency)
13.2 Creation of blog posts, whitepapers, e-books, infographics
13.3 Production of video content, webinars, podcasts, and interviews
13.4 SEO-optimized copywriting for increased organic visibility
13.5 Distribution planning via owned, earned, and paid media
13.6 Storytelling to enhance brand loyalty and emotional engagement
13.7 Analysis of content performance (views, shares, leads)
14. Email Marketing and Marketing Automation
14.1 Building and maintaining email lists and segments
14.2 Creating newsletter layouts, personalized emails, and trigger campaigns
14.3 Implementing automated campaigns (welcome, re-engagement)
14.4 A/B testing of subject lines, sending times, and offers
14.5 Integrating CRM data for targeted content and offers
14.6 Analyzing open rates, click rates, and conversion rates
14.7 GDPR-compliant data processing and opt-in management
15. Customer Relationship Management (CRM) and Customer Journey Mapping
15.1 Analysis of existing customer data and purchase history
15.2 Segmenting customers based on value and behavior
15.3 Creating customer journeys to identify relevant touchpoints
15.4 Implementing CRM systems (Salesforce, HubSpot, Microsoft Dynamics)
15.5 Lead scoring and nurturing for better conversion
15.6 Using CRM data for personalized campaigns
15.7 Deriving up- and cross-selling strategies
16. Market Research and Consumer Insights
16.1 Conducting surveys, focus groups, and interviews
16.2 Analyzing market trends, competitors, and industry developments
16.3 Using panels and research institutes for valid data
16.4 Interpreting sales and transactional data
16.5 Creating insight reports for decision support
16.6 Identifying product and service improvements based on insights
16.7 Forecasting future consumer behavior
17. Brand Surveys and Studies
17.1 Brand tracking studies to measure awareness and image
17.2 Brand equity analyses compared to competitors
17.3 Measuring ad recall, effectiveness, and brand associations
17.4 Conducting pre- and post-campaign measurements
17.5 Interpreting study results and deriving strategic actions
17.6 Presenting results to management and stakeholders
17.7 Continuous monitoring of brand metrics over time
18. Performance Tracking, KPIs, and Reporting
18.1 Defining relevant KPIs (e.g., CTR, CPA, ROAS, CPL)
18.2 Setting up analytics tools (Google Analytics, Adobe Analytics)
18.3 Creating dashboards, automated reports, and scorecards
18.4 Conducting regular performance reviews with clients and internal teams
18.5 Attribution modeling to identify valuable touchpoints
18.6 Data-driven budget reallocation to favor high-performing channels
18.7 Management summaries for leadership-level stakeholders
19. Conversion Optimization and Testing
19.1 A/B testing of landing pages, call-to-action elements, forms
19.2 Using heatmaps and user recording tools (e.g., Hotjar)
19.3 Optimizing checkout processes in e-commerce
19.4 Adapting website content based on user behavior
19.5 Multivariate testing for complex optimizations
19.6 Continuous improvement of conversion rates through iterative testing
19.7 Documenting findings in knowledge databases
20. Public Relations and Corporate Communications
20.1 Creating press releases, press kits, and fact sheets
20.2 Media outreach, relationship building, and maintenance with journalists
20.3 Organizing press conferences, interviews, and background briefings
20.4 Crisis communication and issues management for negative coverage
20.5 Developing corporate brochures and image publications
20.6 Monitoring press clippings and conducting media resonance analyses
20.7 Positioning company spokespeople as thought leaders
21. Event and Trade Show Planning
21.1 Conceptualizing brand events, product launches, and roadshows
21.2 Selecting appropriate venues, trade show appearances, and partner events
21.3 Managing invitations, guest lists, and ticketing
21.4 On-site coordination of staff, caterers, technology, and schedules
21.5 Designing trade show booths, POS materials, and giveaways
21.6 Hosting live streams or hybrid events
21.7 Post-event follow-ups, lead evaluation, and success measurement
22. Sponsorship and Partnership Management
22.1 Identifying suitable sponsorship and partnership opportunities
22.2 Negotiating sponsorship packages and deliverables
22.3 Integrating the brand into sponsored events (branding, promotions)
22.4 Activating sponsorships through complementary communication measures
22.5 Measuring sponsorship success (brand lift, media value)
22.6 Building strategic alliances with complementary brands
22.7 Documenting and reporting all sponsorship engagements
23. Web Development and UX/UI Design
23.1 Designing website architectures and navigation structures
23.2 Creating wireframes, mockups, and interactive prototypes
23.3 Responsive web design for desktop, tablet, and mobile
23.4 Front-end and back-end development, CMS integration (e.g., WordPress)
23.5 UX testing, usability analysis, and conversion optimization
23.6 Implementing tracking codes, pixels, and analytics scripts
23.7 Continuous maintenance, updates, and security checks for websites
24. Data Analysis, Segmentation, and Scoring
24.1 Consolidating customer data from CRM, web, social, and offline channels
24.2 Data cleansing and enrichment for higher data quality
24.3 Developing segmentation logics based on behavior and value
24.4 Conducting customer value analyses (Customer Lifetime Value)
24.5 Predictive analytics to forecast purchase probabilities
24.6 Lead scoring to prioritize sales contacts
24.7 Creating data models for personalized marketing measures
25. Marketing Compliance and Legal Aspects
25.1 Ensuring compliance with data protection laws (GDPR, ePrivacy)
25.2 Ensuring proper ad labeling in social media and influencer marketing
25.3 Trademark and copyright checks for creative assets
25.4 Reviewing and drafting contracts with service providers and partners
25.5 Adhering to competition and advertising laws in claims
25.6 Training agency teams in legal aspects of marketing
25.7 Establishing compliance processes and documentation
26. Budget Management and Cost Control
26.1 Creating annual and campaign budgets
26.2 Ongoing budget tracking and cost monitoring
26.3 Communicating budget status to clients and internal stakeholders
26.4 Post-calculation of projects to determine profitability
26.5 Identifying cost-saving opportunities
26.6 Monitoring agency fees, media commissions, and production costs
26.7 Ensuring financial transparency and accountability
27. Project Management and Workflow Optimization
27.1 Using project management tools (e.g., Asana, Trello, Monday)
27.2 Developing time and resource plans for all measures
27.3 Coordinating interdisciplinary teams (creation, media, tech, PR)
27.4 Conducting ongoing risk management and escalation processes
27.5 Holding regular project status meetings with clients
27.6 Ensuring on-time delivery of all advertising materials
27.7 Continuous process analysis and workflow optimization
28. Quality Management and Process Optimization
28.1 Implementing quality standards for all deliverables
28.2 Conducting error analysis, corrective actions, and lessons learned
28.3 Using checklists, process manuals, and SOPs
28.4 Introducing certifications (e.g., ISO) in the marketing environment
28.5 Providing internal training on quality management and process improvement
28.6 Regular evaluation of service providers and partners
28.7 Continuously improving internal quality assurance processes
29. Innovation Management and Trend Research
29.1 Identifying and observing new marketing trends and technologies
29.2 Hosting innovation workshops for idea generation
29.3 Running pilot projects for new advertising formats (AR/VR, voice marketing, AI applications)
29.4 Collaborating with startups, AdTech, and MarTech providers
29.5 Using trend reports, studies, and conferences for insights
29.6 Agile adaptation of strategies and campaigns to new market conditions
29.7 Documenting and scaling successfully tested innovations
30. Training, Workshops, and Internal Competency Development
30.1 Conducting client workshops on marketing and brand strategies
30.2 Providing internal training on tools, best practices, standards
30.3 Coaching employees in presentation, pitching, and negotiation
30.4 Offering e-learning modules and webinars for clients and teams
30.5 Developing handbooks, guidelines, and knowledge databases
30.6 Onboarding new employees with structured training programs
30.7 Continuous skill development through knowledge exchange and mentoring
I would love to hear your thoughts and experiences regarding this cheat sheet. Feel free to share them with us if you’d like!
