What are your communications objectives?
Who are you talking to?
How many customers do you need to talk to in order to convert a portion of them to meet your objectives?
What do you want them to think/feel/do vs what they currently think/feel/do? How are you going to shift their perceptions, experience and behaviour?
What is their decision making journey?
What do you need to say to them to convince them to buy your product or service? What are the key messages and media touch-points at each point of the customer journey to engage, motivate and activate your customers?
What is the creative idea? How will it execute across all the touch-points to engage with consumers and shift their perceptions, experience and behaviour?