Create me a Campaign Brief (Paid Ads)

I would like you to prepare a short presentation(please try and keep it to a max of 5 slides) to demonstrate how you would approach a client scenario using paid acquisition techniques.

Scenario:
JDRF - a diabetes related charity wants to run a 12-week campaign with a media spend of £15,000 for recruiting fundraisers for a cycling challenge and you've been asked to devise a media plan. The objective for our activity is to bring new supporters on board with the charity.

The charity is going through a rebrand at the moment, so we aren’t asking you to focus too much on the messaging that exists online today, though their mission remains pretty much the same. What we would like you consider is the technique involved in reaching the right audiences, using digital paid acquisition channels, and how you might use advertising opportunities and creative solutions as part of a route to support.

With this in mind, please show in your presentation
1) Which channels and placements you think would be valuable.
2) How to target the audiences we are looking for, with a focus on those who might be hard to reach.
3) What kinds of messages, content and on-site experiences you might try.
4) Top-line volumes, targeting criteria, campaign structure and KPIs. Please explain how you calculate any figures you use.
5) And… anything else you can think of and would like to share!

It would be helpful if you could consider what might constitute good ROAS or CPA or CPC from your experience.

This should be done on Microsoft PowerPoint. Additional notes can be supplied in Word document.

Thank You,