Sunstak — Performance Marketing Brief

Hi Michael, we're really looking forward to working with Sunstak. Before we get started, we've put together this brief to help us understand your business, your customers, and what success looks like for you.

Your answers give our team everything we need to build a tailored performance marketing strategy - one that's specific to Sunstak, not a generic template. Please be as specific as you can. Not every question will apply, so feel free to leave anything that's not relevant blank or mark it N/A.

Once we've reviewed your responses, we'll come back with any follow-up questions before building your proposal. If anything is unclear at any point, please don't hesitate to reach out.

Your Account Manager

Veronica Santos-Appleby

Your main point of contact

Client Director

Alexi Papanikitas

Strategy and partnership lead

Head of Paid Media

Michael Waddups

Channel strategy and execution

What is this brief?

This is a discovery brief - a structured set of questions we send to every new client before building a proposal. It helps us understand your business deeply enough to recommend the right channels, audiences, and strategy. There are no wrong answers. The more honest and specific you are, the better the proposal we can build for you.

Company name	Trading name	Website	Industry / Sector

Primary contact	Title / Role	Email	Phone

Brief completed by	Date completed	Ideal start date	ABN

Scope and Engagement

Describe the scope of this engagement in your own words.

What are you looking for us to do and how broadly? Is there a particular service line, geography or problem you most want to solve first?

Is there a fixed start date or deadline driving urgency?

e.g. a new financial year, a product launch, a reporting milestone or a seasonal window.

Setting the Scene

What is the background to this brief?

What has prompted this now, what has changed, and what do you most need to solve?

What makes you different from others your customers could choose?

The core reason a customer chooses Sunstak; what you stand for that competitors do not.

What have you tried previously, and what were the results?

Previous agencies, in-house efforts, what worked, what did not, and any results or strategy documents we should review.

Services, Audiences and Objectives

Service line summary

List each service line you would like us to support.

Service line	Primary audience	Key goal / KPI	Current monthly spend (context only)

Per-service detail

Who typically commissions this work, and what triggers them to start looking?

e.g. Homeowners prompted by rising energy bills, a neighbour's installation, a government rebate announcement.

What does a conversion look like for this service line?

Enquiry, quote, site assessment, sale? What is the typical sales cycle from first contact to signed contract?

How are you positioned, and where is the biggest growth opportunity?

What stops a prospective customer from choosing you?

Common objections, price sensitivity, trust barriers, competitors they compare you against.

Audiences

Add a row for each distinct audience segment. The examples are starting points - please replace or add to them.

Audience	Trigger	Need state	What they might search for	Channels / sources

Do you have a database of past customers, enquirers or contacts that could be used for targeting?

CRM platform, approximate list size, and whether the data can be activated for digital advertising.

Customer Decision-Making Journey

Solar and battery purchases are significant investments. Understanding how customers move from first awareness to signed contract helps us design the right channel mix.

Map the typical journey from first awareness to becoming a customer.

Key stages and roughly how long each takes - e.g. awareness, comparison, quote request, site assessment, decision.

What triggers someone to enter the market and start looking?

At each stage - awareness, consideration, evaluation, decision - what are customers asking and what do they need to feel confident?

Who is involved in the decision?

Single homeowner, couple, household? Is there a primary researcher and a final approver?

Where do prospects most often hesitate, stall or drop off?

What happens after the decision?

Installation timeline, after-care, referral or repeat purchase opportunities.

Objectives and Measurement

What are the overarching objectives for this engagement?

What does success look like over the next 12-24 months?

How is performance currently measured, and who owns reporting internally?

Is there a cost-per-acquisition or pipeline value target we should understand?

e.g. target cost per lead, average job value, or revenue per customer.

Digital Foundations

Is the website being redeveloped, and if so, what is the timeline?

What tracking and analytics are currently in place?

e.g. Google Analytics 4, Google Tag Manager, Meta Pixel, call tracking.

What advertising and listing accounts currently exist?

Google Ads, Meta Business Manager, Google Business Profile, and others.

Search, Visibility and Competitors

How do your customers search for what you offer?

What searches, topics or queries do you most want to be found for?

Who do you compete against, and who do you see appearing when you search?

How do customers evaluate and choose between you and the alternatives?

Owned Platforms, Creative and Internal Resources

Fluro covers strategy, paid and organic media (SEO/GEO), organic social management, content and platform management, and reporting. We do not build websites, produce creative or write content - those are handled by your team and suppliers.

Website and landing pages

What platform is your website built on, who manages it, and is there scope for Fluro to brief or request changes?

Blog and editorial content

Who writes your content, how often is it published, and is there scope for Fluro to provide briefs or guidance?

Social media

Which platforms are you active on, who manages them, and what is the current posting cadence?

Email and CRM

What email or CRM platform do you use, and is there scope to include email in this engagement?

Photography, video and creative production

Who produces your creative assets, and is there a brand guide or asset library we should be aware of?

Day-to-day contacts and approvals

Who will be our primary day-to-day contact, who approves work, and what is the typical turnaround for feedback?

Logistics and Constraints

Are there geographic parameters we should understand?

Which states, cities or regions are in scope?

Are there any platforms, approaches or content types that are off-limits, or hard constraints we should know about?

Is creative production budget available separately from media and agency fees?

Success and Partnership

What does a great agency partnership look like to you?

Communication style, reporting cadence, level of involvement you want day to day.

What does success look like in 6 months and in 12 months?

Is there anything else we should know before we develop our proposal?

Thank you, Michael. Once we have reviewed your responses we will come back with any follow-up questions before developing your proposal.

Performance Marketing Brief