Audience data, brand guidelines, content assets, and previous marketing programs can all be helpful to the content developers. Ask for help Members of your internal team or agency know the information they need from you to do the best possible work. Get them to help you write the brief. Collaborate Involve your team, managers, and stakeholders in developing the brief. Getting input means your brief will be thorough and it also means everyone who needs to be on board is.
Involve your team, managers, and stakeholders in developing your creative brief, says ContentDuncan. Click To Tweet Set goals What do you want the people who consume this content to do?
Define the purpose of the creative brief by completing the following sentence: We want [this audience - who? The more specifically tailored the creative materials are to the purpose, the more likely it is that the SBCC efforts will succeed. Step 2: Determine the Objectives Creative brief objectives should be clear and specific.
Step 3: Describe the Audience To develop successful creative materials, it is critical to understand who those materials will address. This section of the creative brief should answer the following questions: Who is the audience for the creative materials? What does the audience care about? What does the audience currently think, feel and do in relation to the objectives set in Step 2?
Refer to the audience profiles developed during the audience analysis to produce a description that will help the creative team understand who the audience is. Include both demographic and psychographic characteristics. Step 4: List Competing Current Behaviors or Conditions Make a list of current behaviors and conditions that prevent the audience from adopting the behavior s the communication materials will promote. These competing behaviors or conditions will be similar to those that were defined as social, economic and physical challenges or obstacles found in the situation analysis.
By creating this list, the creative team will be able to develop its messages more carefully and accurately by specifically addressing the barriers to adopting the new behavior s.
Write a concise statement of the effect the ad should have on consumers. Typically expressed as an action. And frequently focused on what the ad should make the audience think, feel, or do. Example: The primary objective is to persuade the audience to buy and use O Earth laundry detergent, as well as to create and characterize this new brand. Target audience: who are we talking to? An audience profile is more about how real people think, feel and behave than it is about numbers and percentages.
The aim here is to paint a portrait of the audience - a verbal picture that the creative team can talk to and visualize. Start with a few basics: - Who are they? Go beyond basic age, location and gender data to humanize demographic details with insights and lifestyle information.
One way to do that is to explain how the audience currently thinks, feels and behaves in relation to the product category, to competitors, as well as to the client. For example: We are looking primarily at urban women, 18 - 34, with household incomes over 50K per year. But the most important fact about this audience is that it is evolving, with race and ethnicity reflecting the increasing diversity of the US population.
The magic word is "multicultural. They understand that climate change is real, caused by humans, and that the chemicals they use directly impact the environment.
They understand the risks to future generations, and they will alter their behavior to help the environment. At the same time, they buy cleaning products to clean. They won't use weak or expensive products just because they are labeled environmentally friendly. Keep in mind this audience does not have strong opinions or feelings about the product category laundry detergents and tend to use the same products as their parents.
Focus: what's the most important thing to say or show? Here you want to identify the single most persuasive statement, or compelling visual, you can present to achieve the objective. Keep it simple. Avoid generalities.Whatever you call it, focus all of your energy on it. The rest of the information is just information. It's the arrow that points your creative team in the right direction. You need to boil down everything you have collected, talk to the creative directorother account people in your team, and get writing english 101 essays reading the essence of the project.
Again, assume ignorance. Even if multiple issues exist, each creative brief should focus on one audience, one message and one issue. Start with a few basics: - Who are they?
Get the Client's Approval This is important. As a rule of thumb, include everything a person would need to know if they were just brought on to the project. Above all, it acts as an anchor for every stage of the creative process. Step 4: List Competing Current Behaviors or Conditions Make a list of current behaviors and conditions that prevent the audience from adopting the behavior s the communication materials will promote.
Other considerations may include: geographic placement, language, any program requirements, literacy and branding and marking guidelines.
It should include a realistic timeline. Let them know the intention of the project.
Discuss among the creative team to develop a single promise for the campaign. We should celebrate the target audience for working with their hands and make them feel proud of their creations. Target audience: who are we talking to? Budget: Include a specific number or range. Include both demographic and psychographic characteristics. Don't get lazy and send an email or worse, leave a photocopy on the desk with "any questions, gimme a call" scrawled on it.
Presenting Your Brief When you have a concise, creative brief that has approval from all parties, it's time to brief the creative team.
Not the on the creative itself, but on the direction the project will go. Doing so will give you the opportunity to take feedback, ask questions, and get direction. Example: Audience: Men, , mid-high income, at least a high school diploma. It lets your team or agency see — in one view — how their work is important to your company and your audience — and it sets everybody up for success.
Sheldon Cooper, played by Jim Parsons. Involve your team, managers, and stakeholders in developing your creative brief, says ContentDuncan. Example: Assets and deliverables: Three different advertisements, each with a different tagline and image one version for each of the following sizes: x, x90, x Marketing and design are almost always involved, and oftentimes other departments will also play a part. Continue Reading.
Sheldon Cooper, played by Jim Parsons. Step 7: Identify Support Points The audience needs believable, persuasive and truthful information to support the key promise.
It provides all pertinent information for the project. Select creative approaches. Include all major copy points and visual evidence listed in order of relative importance to the consumer. Any opportunities or problems in the market? This is your opportunity to start the project right. New plant based chemistry breaks down completely and naturally in the environment leaving no harmful chemicals.