Define
the brief.
Set out the offer, audience, markets and desired next action. Identify what the business needs to know before follow-up.
HOW A PROJECT TAKES SHAPE
Planning your
project.
Start with your offer and the people you want to reach.
The project brief sets out what information your business needs, how enquiries will be handed over and how they will be assessed.
Try the planning modelTHE PROJECT FRAMEWORK
Define
Agree
the scope.
Document activities, deliverables, acceptance criteria, handover, data responsibilities, timing and commercial terms.
Plan
the enquiry.
Align the message and requested action with the offer. Make clear what the person is enquiring about and who will respond.
Review
against the brief.
Assess relevance using agreed criteria and follow-up feedback. Reflect any changes in the project scope.
A WORKING EXAMPLE
How many enquiries could reach follow-up?
For a website-based campaign, change the visits, enquiry rate and acceptance share to explore how many enquiries could meet your criteria.
Illustrative model. Figures are examples, not company results.
Example: 10,000 visits, a 2% enquiry rate and a 60% acceptance share. Enable JavaScript to adjust these figures.
01 From visit to enquiry
Linear scale: full bar = 10,000 visits.No visits to display.
02 From enquiry to acceptance
Linear scale: full bar = 200 enquiries. This panel uses its own scale.No enquiries to display.
Counts are rounded to whole enquiries; at small volumes the bars may differ from the rates entered.
With these assumptions, 10,000 visits produce approximately 200 enquiries, of which 120 meet the acceptance criteria.
View the numbers and calculation
| Stage | Count |
|---|---|
| Website visits | 10,000 |
| Enquiries | 200 |
| Accepted enquiries | 120 |
Enquiries = visits × enquiry rate ÷ 100.
Accepted enquiries = visits × enquiry rate ÷ 100 × acceptance share ÷ 100. Counts are rounded to whole numbers after each full calculation; the chart shows those rounded counts.
An accepted enquiry meets the criteria agreed for a project. Acceptance does not mean a sale. This model does not account for repeat visits, duplicate enquiries, cost or revenue.
GET IN TOUCH
Discuss your
project requirements.
Tell us who you want to reach and what a useful enquiry should contain.
Contact us