Scopes & Scopes vs. Actuals

• Scopes of Work are a very important part of the brand management team process.
  • They are used for the following:
    • Estimating projects and/or annual plans for clients
    • Identifying team members that need to be allocated to the specific pieces of business
    • Determining annual media dollars to be spent and any outside costs (vendors, etc)
    • Forecasting profitability
    • Planning for what pieces of business team members can work on
• Scopes vs. Actuals: Scopes of works are compared to actual hours regularly. This is an important task because it allows for the brand management team to track the pace of their scopes of work and to have pacing conversations with clients. The cadence of updating these varies. Some accounts update this monthly, others quarterly. It really depends on the team and the client. Most clients prefer to stay in the loop with how actual hours are pacing, while others want to know only if there’s a problem.

When completing these, they should be shared with the Brand Management team members working on the brand, the digital strategist, and the directors of the pillars.  It should be an internal document, but on occasion, it can be shared with clients. Most Account Executives will share a version with the client - either condensed or put in to Advantage - rather than showing this full document. Regardless, of how it’s shared, it needs client approval.

Here’s the link to the Cornett Scope of Work template. Please make a copy of it before making edits to it, as it’s used by the whole brand management team.