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This question has been closed, and points have been awarded.
Writing A Creative Brief For A Brochure
Posted By: shiv.kumar* on 5/13/2005 9:32 AM (CST) 250 Points
I need to write a powerful creative brief for a new catalogue cum brochure which we want to mail to potential clients

Posted by: W.M.M.A. Member Response
5/13/2005 10:02 AM (CST)
That's great!
Do you have a question?
 
Posted by: triptidhote Member Response
5/13/2005 11:19 AM (CST)
Best o luck. What is the theme of your brochure, lets see if i can b of some help.
 
Posted by: mgoodman Member Response
5/13/2005 9:03 PM (CST)
Writing a tight creative brief is an art form of its own. And you're right to want it done well, because the creative brief is probably the single most important determinant of the quality of what you get from a creative professional.

Now, what's the question?

If you need help writing the creative brief, you might want to hire someone to take on that responsibility for you. I'd be interested, or you can click on "Post a Project" in the column at the right. There are several people who contribute to this forum who are very skilled at this, and they can be reached through that posting. It will cost you a bit, of course, but it will be money very well spent.
 
Posted by: rob Member Response
5/14/2005 8:19 AM (CST)
What is your brochure about? Are there any brand standards that need to be met? Who's your target audience? If you can begin to answer these questions, we can help you better. And if you want more than general help, I too would be interested in helping you. I'm available through the Post a Project section of this site and have many years experience working with creative briefs.

Either way you decide to go, we would all need more information and a real question, to help you out.

Best of luck.


r
 
Posted by: LittleWhacky Member Response
5/15/2005 4:12 AM (CST)
I know I shouldn't promote my own stuff on here, but I really feel that you would benefit from reading one of my books, "Powerwriting: the hidden skills you need to transform your business writing"

It's aimed at people who want to write the material themselves, but several of the chapters focus on the key issues you need to address in order to generate a good marcom brief - for yourself, or for marcom professionals to work from.

The book is available on all the Amazons, Barnes & Noble, various other online booksellers and also from here:

http://www.pearsoned.co.uk/bookshop/detail.asp?item=100000000016610&affid=S...

If you have any trouble getting hold of a copy email me (suze @ suzanstmaur.com) and I'll see what I can arrange!

All the best

SUZE
 
Posted by: GFM Member Response
5/16/2005 9:32 AM (CST)
Dear shiv.kumar,

Assuming you're looking for process to follow, here's what I use. It's been refined over the year and works pretty well:

Objective
What is the specific goal or objective the campaign or program is trying to accomplish.

Current Belief
How does the target think feel about the product/ service/end benefit?

Current Action
How does the target act in relationship to the product/ service of its competitors?

Desired Call to Action
What do we want consumers to do?

Obstacles to Action
What could keep the target from taking the desired action?

Essential Message
The essential consumer benefit that will change the target’s beliefs and actions

Available Support
Facts to will help convince the target to believe the essential message

Media
What Media is available for use with this project

Mandatories
What components (names, phone numbers, web addresses, etc.) must be included in the campaign

Best of luck, if you need additional help, please feel free to repost.

George
 
Posted by: K Sieczka Member Response
5/27/2005 2:36 PM (CST)
Short and to the point is the best route to take. What are the main points you want to get across? Then take this and distill them down. This is what your brochure should contain.

Cheers
 
Posted by: carrie77 Moderator Response
5/28/2005 3:16 PM (CST)
Hi shiv.kumar -

I'm closing this question and refunding your points. Perhaps, if you a bit clearer about what you wanted, you would get a better response.

Regards,
Carrie (Production Editor)
 
Posted by: amahboob* Member Response
12/17/2005 3:13 AM (CST)
this is a sample of my creative brief, it can help Shiv

client ABC net
brand ABC NET Summer Festival with Al Hukair
budget 40,000
job no 06-08/02-ANCO-05

Background
Awalnet has a history of joint promotions with Jareer and other names. This summer they are joining with Al Hukair in there summer festival. They will be one of the sponsors for this event.

Campaign requirement: description, language, size, etc.
There will be logo enhancement where Awalnet logo will remain as is but will have a theme of certain colors around it such as an umbrella or a bright sun shine to high light and give a feel of the summer.

What do we want consumers to think or feel after seeing the advertising, and how do you want them to respond?
Awalnet is participating in the summer festival with a glowing new summer look

Who should the advertising speak to and what insight do we have about them?
To the masses specially families attending the summer festival.

What is the single minded proposition?
Maa Al net…Saifuna ehla

How can we best demonstrate this so that the consumers believe us?
By applying the developed logo and new colors on the BTL.

What is the tone of voice?
Fun

Are there any genuine mandatories or helpful prompts?
The following stuff
A4 flyer (side A Easynet) (side B DSL)

15 rollup stands

70 X 50 posters

Table stand exhibition booth with forehead

A3 stickers.

date of internal review
Sunday Morning
12 june 2005 date of client presentation

Sunday Afternoon
12 June 2005

issued by
Ali Mahboob

date
08 june 2005

creative department approval

client approval
 


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