NEW PROJECTS CREATIVE BRIEF NEW PROJECT CREATIVE BRIEF All new projects prior to kicking them off will require a new creative brief format. The project lead and co-lead will work together with me to develop answers to this format. We can either make a google template doc or a form so that we consistently fill it out when we kick off projects. The intent is to be "brief". This is not a long essay. This will be developed after the alignment exercises and right before we start creating. Why are we communicating?*A brief outline of our client’s business situation and the problem/opportunities we need to address.Whom are we talking to, and what do we know about them that will help us?*Demographics of our target audience. What insights do we have into our target? Segments? Primary and secondary audiences?What we must tell them?*The single essential message. A secondary message if required.What should they think?*The rational response. What should they feel?*The emotional response.What do we want them to do?*What call to action are we trying to motivate?Why will they believe us?*Motivating support points (3 max)What is the tone of the brand?*If it exists.What does success look like?* Goals that can be measured with numbers.What are the mandatories?*Elements, text, content that must be included.