Our Creative Strategy Brief ensures we have the right creative to fulfill the marketing objectives of the project!

Client:
Project Name:
Date:

RELEVANT BACKGROUND
Provide brief summary of the business landscape relevant to the creative project to provide perspective

WHAT WE EXPECT THE MARKETING MATERIALS TO DO
Be specific and realistic with what you expect the creative to achieve in terms of the overall business goals.  OK to reference here other touch point components that may help this creative be kept in perspective

PRIMARY TARGET CUSTOMER
  • Primary: ?  (In addition to demographic terms, include words that help describe their mindset and purchase behavior)
  • Secondary: ?
  • Tertiary: ?
WHAT WE WANT TO SAY
This is where the direction of the message takes place.  For example, is it focused on a single product or benefit?  Is it referencing a portfolio?  Are there other key topics to communicate?  Topics to avoid

THE DESIRED RESPONSE (Notice, Feel, Believe)
By nature customers respond to promotional messages on 3 different levels. This section breaks them down to provide added insight for the creative team.
  • Notice:  “Strive to write this as a quote using the words that the target might use or think. ”
  • Feel:
  • Believe:
RATIONAL AND/OR EMOTIONAL SUPPORT FOR THIS
Whether these facts appear in the message or not, they provide confidence and substance to the communication.

EXECUTIONAL REQUIREMENTS
Think this through and don’t hesitate to put various tactical ideas on paper.  It will help the discussions with clients and the creative staff.

BUDGET
Be specific here.  Cite development and production numbers.  If there are limitations, call them out.

TIMING
Be specific with key milestone dates along the way.  Do not just put a “final delivery” date…that alone does not help those involved in the process.