Campaign Goals: What are you hoping to accomplish through advertising?
Defining Success: What are your KPIs? (Key Performance Indicators: IE: Foot Traffic, Web Traffic, Click-through rate, engagement, conversions, etc.).
Competition: Who are you competing with directly for customers?
Current Media Mix: What advertising are you already doing? Are you doing any digital currently? Do you handle internally or work with a partner?
Target Audience: Age, Gender, HH Income, Location, etc.?
Seasonality: When are there special events or offers planned for the year?
Additional Info: What else do I need to understand in order to be most effective with my recommendation? If there was only one thing that your customers knew about you, what would you want it to be?