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.