What is the client's business objective? (If this is a business document that you are preparing to give to the client, who will read it, you should not label it with an anonymous 'client.' Use the client's brand name, business name, or organization name. Be professional. You may also simply label this section as "Objective")
Starbucks asked for help from our agency to make the decision to open a chain of stores in Italy, as in other European city centre, like Parigi, Madrid, Berlino o Londra, already present. To achieve this goal, we will carry out a survey in Italy.
1. "asking for help" sounds a bit immature. Instead, say "Starbucks contacted us to investigate the possibility of opening a chain of stores in Italy. "
2. Check for singular-plural forms: "other....city....CENTRES"
3. Check to make sure your Word formatting program is set in English, so it doesn't autocorrect words like "Berlino" or "Londra" which should be in English. Clearly, the students who produced this document did not take the time to REREAD IT. Would you give a project pitch in Italian to clients if it had spelling errors?
4. This project pitch begins by saying they will do a survey to discover if the market conditions exist for a successful Starbucks opening. BUT THE REST OF THE DOCUMENT DOES NOT DISCUSS HOW, WHEN, WHERE THE SURVEY WILL TAKE PLACE. It talks about many other marketing strategies, but it doesn't really mention surveys again. BE SURE TO READ YOUR PROJECT PITCH TO MAKE SURE THAT WHAT YOU SAY AT THE BEGINNING MATCHES WITH WHAT YOU SAY IN THE MIDDLE AND AT THE END.
When you write a project pitch, remember to DO these things, so you may avoid what not to do:
1. Use a professional format and tone throughout the document. Remember this is a document you will be giving to clients. They will keep it and use it as a way to decide if they should work with your agency. (some word processing programs have 'modules' already formatted)
2. Set your word processing program to English (imposta lingua) to avoid any typographical, or autocorrect errors. Use the spell check, but check that the right word is used in the right context because computers cannot tell if the word is correct for that context (e.g. they're, their, there).
3. Be consistent. Make sure your introduction content matches with the explanation in the other sections. Sometimes, it's easier to write the introduction and background AFTER you've explained your idea(s) and targets. So, leave the introduction and background for the last thing you write.
4. BACKGROUND TO THE ISSUE does not mean instruct someone about the brand history. Remember, you'll be giving this document, hypothetically, to a representative from the brand - your client. They will already know about the brand history.
Use the guidelines I posted here on November 20, 2018. If you follow the Question & Answer method in your written project pitch, you may find it easier to be consistent with your information.
5. If you've worked with the client before, be sure to explain on what project and IF ANYTHING FROM THAT EXPERIENCE IS USEFUL TO KNOW FOR THIS ONE. For example, maybe based on a previous experience with the client and a communications project you did for them, you discovered that most of your target prefers Instagram to Snapchat. So, for this project, Snapchat will be excluded from any kind of social media campaign.
6. It's OK to add prototypes of web/social media pages, or to include links. We all live a digital lifestyle nowadays, so it's likely your client will be reading the project pitch on a phone, or other electronic device.
7. Use a dictionary to check for how to use certain words. Any kind of dictionary will work: Italian-English, or an English one. Be careful of Google Translate. It's not always perfect, whereas a dictionary is.
- Longman: www.ldoceonline.com
- Merriam- Webster: https://www.merriam-webster.com/
- Oxford Dictionaries: https://en.oxforddictionaries.com/
- Italian-English Dictionary: https://dictionary.cambridge.org/it/dizionario/italiano-inglese/
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