Creative brief Format:

Format: 1 1. Client / Client contact information: Name, phone number and email address of the person or people on the client side. The 'client' being whoever pays for or approves the work. 2. Project: Example: "New campaign to introduce Ready Credit for Citibank." 3. Prepared by: Name of the person who assumed primary responsibility for writing the brief. 4. Approved by: Client: Agency: The brief should be approved by both of the above. 5. Background / Overview: Whats the big picture? Whats going on in the market? Anything happening with the client side that the creative team should know about? This is where you introduce the project to the creative team. For an overview, answer the question, "Who is the ad talking to, and what is the one main thing we want to say?" 6. What is the objective, the purpose of the ad? A concise statement of the effect the ad should have on consumers. Typically expressed as an action. And frequently focused either on what you want them to think, to feel, or to do. 7. What do we want to say? Whats the single most important thing we can say to achieve the objective? This should be a simple sentence. A few sentences if necessary. Avoid generalities because they result in ambiguous communications. 8. What are the supporting rational and emotional reasons to act or believe? List the rational and emotional reasons to for the target market to believe what we want them to believe, and do what we want them to do. Include all the major copy points, in order of relative importance to the consumer. In other words, 'What else can we say to achieve the objective?' 9. Target audience: who are we talking to?

The more precise and detailed the better. Go beyond age and sex to include demographics and psychographics. 10. Other important details? Heres where you put all other details, such as information about the offer if its a direct response ad. Perhaps a description of the brand personality. And any mandatory elements such as the clients logo, address, phone number and so forth. 11. What do we need from the creative team, and when do we need it? Write information about media, size and color. As well as deadlines for 1) Initial creative review of rough sketch ideas, 2) Review revised creative, 3) Final internal creative presentation, 4) Client presentation, 5) Material delivered to publication. 12. Client service checklist: * Do we have all supporting information: previous ads, brochures, competitor ads - perhaps books or Web sites for reference? Do we have a complete package of information for the creative team? * If this is a long format communication - a Web site, brochure, or video - do we have an outline for the creative team that includes all the important copy points, as well as an indication of visuals, and graphs? *Is it clear from the client what must be in the communication, and what might be in the communication? What are the client mandatories and preferences?

Creative Brief Format:2

Creative Brief Agency/Graphic Designer: ____________________________________ Agency Phone:______________ Fax: _____________ Email: ______________________ AgencyAddress: ______________________________________________________________ Street City State Zip Code Project Summary: Clear, concise description of project keep brief. Target Audience: Whom are you trying to attract? Be specific. Key Messages: One or two key thrusts those most important to the projects success.

Key Benefits: Whats in it for the audience? Background/Competitive Positioning: Briefly discuss the competition, market realities, obstacles, etc.

Communication Strategy: Indicate any specific elements to be included (logos, key visual images,key words and phrases, key contact information, specific internet links etc.)

Desired Message Tone: How do you want the message perceived -- creative, fun, warm, active? Project Timeline: Indicate major milestones. Anticipated Budget: Other: Add any key information not covered under the above items.

Prepared by : _________________________________________Date:________________________ Accepted by: Agency/Graphic Designer Signature: ______________________________ Title: ______________________________ Date: ______________________________

Communication plan worksheet

Communication plan worksheet 1. Introduction

(Briefly explain why you are proposing this plan. Identify

Strengths, Weaknesses, Opportunities and Threats (SWOT). Include relevant research, observations.) 2. Communication goals

(The dream. Big picture. No more than 3.) 3. Objectives

(3-5 doable, measurable outcomes.) 4. Positioning statement

(Briefly describe what you would like the brands image to be in the hearts and minds of others. What makes you unique? Example: The library is the best first stop for expert help in connecting children and youth to learning and discovery. (State Library of North Carolina campaign) 5. Key message

What is the most important thing you want people to know/do? In 10 words or less. Example: Your library is the very best place to start. 6. Key audiences

(External and Internal. Be specific. No more than 5.) 7. Communication strategies

(How will you deliver the message? E.g. media,

publications, displays, presentations, word of mouth) 8. Evaluation measures

(How will you know what worked and what didnt? Refer back to your objectives.)