CREATIVE BRIEF TEMPLATE

 

 

CLIENT                                  Your organisation

 

PROJECT/PRODUCT          The name of the project this brief addresses

 

DATE

 

 

Background

…      This provides important information on the background to the proposed creative.

…      Include an outline of the ësocial marketing issueí being addressed by the campaign.

…      Include pertinent information from any relevant market research you have undertaken that might help guide the creative process but keep it succinct. Include full reports as an appendix to the brief.

…      Provide contextual information e.g. changes in government policy, other complementary activities being planned.

 

Task

…      Outline what it is you want the agency to do for you in response to this particular brief e.g. develop 3 television commercial concepts for pre-testing, develop an associated strap line or brand, etc.

…      It may be helpful to let the agency know that the creative will be tested and that whatever happens thereafter will be dependent on what creative tests best.

 

Objectives

…      Specify exactly what you want to achieve with this communication

 

Tone

• …      Your market research may have identified the tone your communication should (or shouldnít have). It is important that the agency is aware of this before they start working up creative. For example you may particularly want to avoid a ëblamingí tone or your market research may have identified that humour would work particularly well with your target group.

 

Primary Target Group

• …      Describe exactly who your communication is primarily aimed at. Specify relevant demographics, psychographics and/or behaviour. Information about your target group will usually have been identified through your formative research. Be as specific as you can and include any insights into the target group you have learned from your research.
• …      Sometimes you will have secondary audiences that you wish your communication to work with. You should clearly specify these also.

 

Key Messages

…      Outline the critical messages that you wish to communicate. One is best - try not to have any more than three or you will end up overwhelming your audience.

…      Specify any call to action you want included e.g. phoning a help-line

Benefits/Costs identified

…      Your market research will have identified the benefits and costs of behaviour change for your target audience. Provide these as it may be critical that they are addressed in the communication.

 

Justification

• …      Provide any important facts that help justify the behaviour change you are seeking. For example if your campaign was on second-hand smoke you might include how many people die from the effects of second-hand smoke each year.

 

Single Minded Proposition

• …      This sums up your message in one pithy sentence

 

Media

• …      This specifies the media you are planning to use and therefore the kind of creative you are looking for e.g. television commercials, billboards, print.

 

Mandatories

• …      These are the elements that must be included in your communication e.g. a 0800 / 1800 number, organisationís logo

 

Timeline

• …      An outline of your deadlines is essential because agencies tend to work to deadlines. Include deadlines for each stage of the process.

 

Budget

…       Include budget items for the various aspects of the project e.g. concept development, production and media