Know-How Exchange : Student Questions

Here is a copy of the one I use with all my clients. I apologize if the formatting doesn't look great.

Best.
William
www.reachcc.com


DRAFT Creative Brief

For …..


1. PROJECT DETAILS

Project Title – ...............
 Designer TBD
 Copy TBD


2. JOB DESCRIPTION


3. COMPONENTS
 Identity system (logo) and application to:
o Letterhead
o Brochure template pages (so that materials can be printed out as needed)
o Business cards
o Thank you cards
 Etc…


4. OBJECTIVES


5. STRATEGY


6. TARGET AUDIENCE
1. Primary

2. Secondary/influencers

7. BRAND ATTRIBUTES (of the partners combined)

8. TIMING
Need to create a schedule


9. EXECUTIONAL MANDATORIES

10. IDENTITY SYSTEM GUIDELINES

stefanieghio:

FYI-
If you made a mistake, you can contact the moderator to redistribute points.

She may be able to help you with that.

I always follow the list below and think of the following things when writing a brief. It can be difficult to squeeze in pertinent info into a paragraph or two! :

1. What are your overall marketing objects?

2. What is the assignment?

3. What is the budget?

4. What is the deadline?

5. Who is the target audience? / What is the desired tone?

6. What is the problem that the advertising must solve?

7. What is the current consumer perception?

8. What is the desired consumer perception?

9. What is the promise?

10. What is the “Call to action?” / What do we want the consumer to do?

11. What are the key points? / What reasons support your position?

12. Which media are involved? (Radio, TV, print, Web, etc.)

13. What are the restrictions? / What are the legal and logo requirements?

14. Do you have any research materials I can review?

These are things I ask either my clients or myself for proposals and presentations. I helps cover all the bases!

Good Luck!