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Client's Name *
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Client's Organization *
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Creative Brief Name/Subject *
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Target Audience *
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Who do you want to reach with your Product/Campaign? Be specific.
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Objective(s) *
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Who do you want to reach with your Product/Campaign? Be specific.
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Obstacles *
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What do they think now? What beliefs, cultural practices, pressure, misinformation, etc. stand between your audience and the desired objective? Who or what is the competition?
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Key Promise *
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Select one single promise/benefit that the audience will experience upon hearing, seeing, or reading the objective(s) you've set. Usually the Key Promise is an immediate benefit that is stated something like, "If I do X, then I will Y." The Key Promise must be something of value to the target audience and is usually identified through research with the target audience. For example, "If I exercise for 30 minutes each day, I will feel good about myself (or have more overall energy or some other benefit)."
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Support Statements/Reasons Why *
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These are the reasons why the Key Promise/Benefit outweighs the obstacles; the reasons that what you're "promising"/ promoting is beneficial. These often become
the messages.
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Tone *
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What feeling or personality should your communication have? Should it be authoritative, light, emotional...?
Pick a tone.
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Products/Media/Deliverables *
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Products, technologies or enhancements to be include/not include (video, audio, flash animation, etc).
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Openings *
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What opportunities (times and places) exist for reaching your audience?
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Creative Considerations *
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Anything else the creative team should know? Will it be more than one language? Should they make sure that all nationalities are represented? Etc.
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Responsibilities
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Who will provide and/or do what?
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Deadlines
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Development deadlines and Target Launch date and promotion
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Approvals
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Who is signing off on each deliverable
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Image Verification
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