Give an overview of your organization. What is your mission statement? What makes it unique? Include anything you feel is relevant to the success of this project.
What are your goals for this project? How do you define success?
Describe your current brand. What is your key message and how is it currently communicated?
Describe the target audience for this project. Be as specific as possible.
What else is important to understand before starting this project? Are there other criteria for success that were not mentioned earlier?