Creative Brief Template

Client:  Yoguri                                     Project: Winter volume driver                         Date: 12.1.2010

1.    What’s the client’s real problem?

It’s cold outside and people don’t want to eat a cold dessert.

  1. 2.     What’s the communications objective?

Change belief about eating cold things on cold days.

  1. 3.     Who is the target audience?

UGA coeds 18-24 who frequent downtown, have disposable income and enjoy frozen yogurt as much as ice cream.

  1. 4.     What’s the insight?

“Georgia weather is so annoying, it’s cold one day and warm the next. It’s hard to know what to wear on any given day.”

5.    What single-minded statement should the advertising communicate?

Yoguri puts you in control of the temperature.

  1. 6.     Why should the target audience believe this?

Yoguri’s frozen yogurt is always 28 degrees.

  1. 7.     What else is notable about the brand, product, or service?

Located downtown, new flavors on rotation, locally owned and operated.

  1. 8.     What’s the brand’s personality?

Fun, relaxed, young, invigorating.

  1. 9.     Where and when will communication have the most power?

In ROP on days when high is above 70 degrees. On Facebook and Twitter     when the temperature reaches 70 degrees.

  1. 10.  What manditories are there?

Logo, location, hours of operation.

  1. 11.  What is the budget, what time frame does this cover?

$1,000 – 12 weeks.

CREATIVE BRIEF

What does the client want to achieve?

Will it include?

Layout            TV spots         Thumbnail    Outdoor         Total campaign

Radio              e-Marketing  Rough             Ad series        Comp             

Single ad       POP                Direct mail    Literature      Interactive     Web design

The creative process needs to be managed and developed by Account Service and agreed upon by the Client to achieve communication objectives.  Final design should be based upon Research and open to suggestions/discussions.

POSITIONING:

The __________________(Product/Service) for ___________________ (the target

audience defined in terms of benefits sought) ____________________ (Brand) is the

________________________________________ (Competitive

set/category) which has what _____________differentiating benefit or U.S.P.).

TARGET AUDIENCE

(Who are we talking to and what do they know or believe now? What are their demographics, psychographics, lifestyles, perceptions, beliefs, level of decision-making?)

______________________________________________________

_______________________________________________________

• Primary, heavy-users, etc.

______________________________________________________

• Secondary

_______________________________________________________

TASK

What action is desired? What do we want them to do?

_____________________________________________________________________

_____________________________________________________________________

PROMISE AND KEY SELLING POINT

In one sentence, identify the most important benefit we need to communicate to the prospective consumer about our product/service.  What should our message be?  What are the features the customer would choose our product/service over the competition.

_____________________________________________________________________

_____________________________________________________________________

SUPPORT

Why they should believe our attributes and us?

_____________________________________________________________________

_____________________________________________________________________

BRAND PERSONALITY

(Tone/Manner/Style): Defining the product or service in terms of adjectives associated with the brand.

_____________________________________________________________________

_____________________________________________________________________

COMPETITION ENVIRONMENT

Who are the principal competitors; what are their strengths and weaknesses?  A brief, concise statement regarding the arena in which the product competes. Include competitors’ tag lines, slogans, product names, ad samples, etc.

What are the mandatories and budget limitations? Ideas from the client or account service?

EVALUATION

How will we determine if our communication was successful, i.e., made the consumer take the desired action? How will effectiveness be measured?

Mandatories:

Due Dates:

Factors to consider: Design philosophy, practice finances, services, specialization, personnel, project management, practice location, local/regional economy, and national economy.

As a marketing tool, newsletters can be a useful way of keeping clients and prospects abreast of what you are doing.  A consistent pattern of mailing dates is what distinguishes newsletters from other forms of periodic communication.

Design Award Programs

Cost-effective way to stay in the public eye (entry fees are cheap), to gain peer recognition, and to help the grim name become familiar.  Implies success and builds credibility for new clients.  Free publicity arranged for the sponsoring group or association.

Brand identity

Brands have three primary functions: navigation, reassurance, and engagement, or distinctive imagery, language and associations to encourage customers to identify with the brand.Is tangible and appeals to the senses.  You can see it, touch it, hold it, hear it, watch it move.  It fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible.  Brand identity implies an asset.  Corporate identity sounds too much like an expense.  This is an important distinction.

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