MANAGEMENT SUMMARY
Title of communications activity
Total proposed expenditure (£)
Department (parent department if completed by ALB)
ALB (if appropriate)
Minister approving (full name)
Departmental Director of Communications approving
Name and contact details of person completing this form
Provide details of previous expenditure (if applicable). Is spend up/down/the same?
Which of the government’s narrative strands does this activity fall under?
[delete as appropriate] / 1. On the side of working people
2. Spreading hope and opportunity
3. Bringing the country together
4. Britain in the world
5. Delivering for Britain
Context and background
(100 words max) / [How has this campaign come about? Why is it important? Has this type of communications activity been run before?]
Policy aim
Communications objectives (ensure these are robust, numeric and measurable)
Target audience(s)
Communications strategy/ idea
Evidence of effectiveness
Summary and breakdown of spend
[Insert/delete lines as appropriate] / £0
£0
£0
£0
Value for money
What is the expected return on this marketing investment (as an ROI figure)?
CAMPAIGNS TEAM TO COMPLETE
Assessment of proposal
Recommendation
Conditions (if applicable)
COMMUNICATION ACTIVITY FORM
Date you require a decision
Total proposed expenditure
Start and end date of activity / FROM X/X/XX TO X/X/XX
Which of the government’s narrative strands does this activity fall under?
[delete as appropriate] / 1. On the side of working people
2. Spreading hope and opportunity
3. Bringing the country together
4. Britain in the world
5. Delivering for Britain
Has activity run in previous years? / Yes/No
If “Yes”, if give date and ERG ref number / ERG Ref: HMG
Which CCS framework will be used
[delete as appropriate] / RM988Creative Solutions / RM1011 Strategy & Planning / RM1051 Media Buying / RM3708 Media Monitoring
If none, please provide a reason for not using a CCS framework
GDS Control- What is the digital spend?
GDS Control- What is the technology spend?
Select exemption category
[delete as appropriate] / Statutory Communication / Operationally Critical / Evidence of Effectiveness
OBJECTIVES
Communication Objectives
Intended Outcome of Activity
AUDIENCE
Primary Audience Type
Target Audience
Audience Insights
STRATEGY/IDEA
Outline Strategy
Proposition/ Messaging
Channels
Partners/ Influencers
IMPLEMENTATION
Has a clear plan been developed?
Outline the key milestones for the activity
Are resources in place to deliver?
SCORING/EVALUATION
What does success look like?
What do you expect to achieve through this campaign?
How will the activity be evaluated?
Evaluation start – end date / FROM X/X/XX TO X/X/XX
SPEND
Breakdown of communications spend
[Insert/delete lines as appropriate] / £0
£0
£0
Efficiency of spend
Effectiveness of spend
Return on investment

This form should be completed by the Digital leader within the department for any spend related to the design or creation of a new website. For more details on filling out this section, please see the Technology Code of Practice.

TECHNOLOGY & DIGITAL SPEND FORM
Departmental digital lead approving
Control Threshold
At what stage are you seeking approval?
Critical Dates / [Specific dates and related activities that influence this approval]
Summarise the proposed technology
[max 300 words] / [Provide a summary of the technology required to deliver the required outcomes with reference to the Technology Code of Practice where applicable]
PREVIOUS APPROVALS
Previously approved and spent / £0
Approved to be spent between now and next approval / £0
Requires further approval / £0
Total project cost / £0
HIGH LEVEL FINANCES (FINANCIAL CASE)
Approved spend brought forward / £0
Technology capital expenditure / £0
Technology operational expenditure / £0
Non-technology operational expenditure / £0
Transition / exit costs / £0
Value requested now / £0
Total cost / £0
Cost of “do-nothing” / £0
Total savings proposed / achieved / £0
IT APPROACH AND BUDGET NARRATIVE
TITLE / DESCRIPTION / CONTRACT TYPE / EXPENDITURE
[e.g. hosting] / [e.g. 2 servers] / [e.g. digital services] / £0
£0
ATTACHMENTS
Name of attachment [e.g. business case]
Reason for attachment [e.g. financial forecast]
USERS
Who will use the new service/solution / USER / USER NEED
[e.g. citizen] / [e.g. want to watch campaign video]
[insert user] / [insert user need]
[insert user] / [insert used need]
Evidence to support this need / [user feedback, web metrics etc]
Proposed domain name
If your site is not on GOV.UK, provide details as to why the site is exempt. Supporting emails should be attached
Will this proposal require users to be identified and/or authenticated? / YES/NO [specify who]
Does this proposal deliver a digital service? / YES/NO
How is the technology being purchased? / [e.g. GCloud, Digital Services Framework, OJEU]