• What is the ultimate goal for this campaign request? (i.e I need 40 people registered by X date or 10 new enrollments by June)
• Are you looking for more leads/promotion of an event/brand awareness?
• Is there a hook? (Free trial, 30 day guarantee, special discount, etc.)

Example: We are running an event and want to get 50 registrations. We will be counting registrations as the success metrics and the hook is “Early Bird Registrations 1/2 price up until the 30th of October”