It is normally at this stage that MASS presents a formal written document that clearly articulates:

• The IDEA that will engage the consumer  
• Supporting rationale for the Idea, in the form of key CONSUMER, BRAND AND RETAILER INSIGHTS and a statement of program OBJECTIVES and STRATEGIES  
• A COMMUNICATION STRATEGY section, complete with rationale for the media channels recommended and the SPECIFIC TACTICS through which consumers will be engaged in the program   
• A PROGRAM FLOWCHART summarizing the program’s communication channels and their timing
• ADDITIONAL KEY PROGRAM DETAILS (as required) some of which include identification of market(s), venue(s), life span of program and/or event(s), and any other detail requiring identification and further explanation to include ROI / MEASUREMENT CRITERIA for the program  
• PROGRAM MANAGEMENT DOCUMENTS such as budgets, timelines, etc.