We’ve all had to make a presentation that has a *lot* riding on it. For many of our clients, that can mean convincing their higher-ups — like CEOs, executive leadership —  that their company needs to create and launch an ad campaign.

We’ve had plenty of experience whipping up engaging and informative decks to sell ourselves to clients, and to help clients sell an important campaign to their president, board, or executives. Hundreds of presentations later, we’ve developed a formula to craft the perfect presentation.

Follow this presentation map, and you’ll be receiving a standing ovation and ad campaign approval from leadership in no time!

Tips for presenting:

  • Rehearse. Project confidence (even if the thought of public speaking turns your stomach upside down) by practicing your presentation over and over again. If writing a little script on notecards or within the deck helps, do that!
  • Be clear and concise. People have short attention spans, so you must get to the heart of why this ad campaign is important quickly. Include only the info they need. Keep it relevant to your audience so they don’t get bogged down with unnecessary data or content.
  • Inject some personality. You know your audience best, so if you think including a gif, short video, or a quick joke will keep the audience engaged, go for it!

Things to include in your presentation:

  • Agenda. Make this the second or third slide to give the audience an idea of what will be covered.
  • Proposed Budget. include ad agency fees, media buys, expenses for photo/video shoots, stock images/videos, and other assets.
  • Timeline. Chronicle the development, revisions, launching, and pivoting of the whole campaign.
  • Who’s involved. Include an ad agency or freelancers if relevant.
  • The desired outcome. Be specific with your outcome goals (a 70% ROI, 250 new subscribers, 25 new sales, etc.)
  • Platforms & Vehicle Include specifics about those platforms and media vehicles you intend to use, including social media, SEO, and traditional print and broadcast methods.
  • Can you back up your proposal with more information? While it’s not necessary, it’s always good to have another source to boost your rationale within the presentation. Cite other competitors, white papers, statistics, and more.

Need more help to convince your company to run an ad campaign? Feeling a little lost about where to even begin to create one? Check out our guide all about building ad campaigns here.