CREATIVE BRIEF
1. PROJECT TITLE
2. BUDGET RANGE
3. PURPOSE OF THE STRATEGY
§ Increase market share, sales presentation, HR training, sales training, motivational, informational, brand awareness, etc.
4. MESSAGE
§ What is the single, most important message we are trying to convey?
§ What are the secondary?
5. ASSIGNMENT
§ Why are we doing this?
§ What are we trying to accomplish by creating this strategy?
6. AUDIENCE
§ To who is the message directed?
§ Internal or external client?
§ Viewer demographics: age, gender, geographic location, education level, job type/level
7. LANGUAGES
§ Does this need to be delivered in more than the English language?
§ Should there be subtitling?
8. DESTINATION
§ What reaction(s) do you want to evoke from the audience?
9. BRAND CHARACTER
§ What creative treatment will be used to convey the message?
10. MANDATORIES
§ Are there any caveats, or “must includes”?
11. BRAND STANDARDS
§ Graphic standards, look, feel, etc.
12. MARKETING APPROACH
§ What are the best media to convey the message?
§ Video, web site, web video, print, interactive publication, etc.
13. MARKET DEFINITION
§ How can this production be utilized for other markets and venues?
14. DESIRED SHELF LIFE OF THE MESSAGE
§ Week, month, quarterly, year(s)
§ Will be periodic updates be needed?
15. What marketing channels will we utilize to advertise the message?
§ Broadcast
§ Direct Marketing – Introduction letter or email
§ Sales Tools
§ New employee on-boarding
§ Web
§ Social Media
§ Trade Show Efforts
§ Association Participation
§ Media / Advertising
§ Digital Signage
§ Public Relations
16. PROJECT TIMELINE
§ Project kick-off date
§ Delivery date
§ Market implementation date
17. WHAT ARE THE DELIVERABLES?
§ Digital file
§ Flash drive
§ CD/DVD
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