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Add You - Ensure Powerful Copy and Design with these Creative Brief Tips and Template
Quality is the key to branding success. If quality is in place, it is likely that performance is also in place. Some brands tell you immediately that there is quality or at least they advertise themselves that way. Maytag is a good example of quality. Their ads boast of the bored service person because their product is of such a quality that repair is not necessary. Maytag stands for quality. Those that purchase the product hav
• What should be avoided in talking to these audiences?
Tone and Image
• Funny and casual, or formal and buttoned-up, or...
• What do the audiences believe or think, before you start communicating with them?
• What tone and imagery should we use to engage them?
• Specific visual goals?
Messages: Features, Benefits and Values Knowledge Management
Knowledge Management (KM) refers to a range of practices and techniques used by organizations to identify, represent and distribute knowledge, know-how, expertise, intellectual capital and other forms of knowledge for leverage, reuse and transfer of knowledge and learning across the organization. It suffices crucial issues on organizational adaptation, survival, and competence threatened by unpredictable environmental change.Many creative marketing projects get underway without a clear sense of expectations between a nonprofit's marketing and organizational leadership, and the creative folks (whether in-house or freelance) delivering it. The result? An extended and expensive creative development process with many revisions – not to mention chewed-up nails, bruised egos and depleted momentum.
Taking the time and energy up front to craft a thorough creative brief will save your nonprofit time and money, and ensure you get the fundraising brochure, campaign website or annual report you envisioned. And, in going through this process you may realize that another medium or approach will work better than the one you had in mind.
Your brief should be, well, brief, running no more than two pages. Make it scannable with the use of clear headings and bulleted lists, rather than a narrative form with dense paragraphs.
Here's what your brief should include: Overview
• General project information
• Goals
• Measurable Objectives (benchmarks to measure progress towards goals, e.g. increase membership by 20% each year or media coverage
• Deliverables Needed
Deliverables can change during the creative process, i.e. the graphic designer might suggest that a blog, rather than an e-newsletter, will do more to address your goals.
Primary audiences
Provide enough detail to enhance everyone's understanding of who the audience is. Include some user demographic information if possible.
• Who are your primary target audiences. Choose a typical audience member or two and profile including occupation, age range, gender, what her day looks like, etc.
• How will your audiences use this brochure, white paper or website?
• What should be avoided in talking to these audiences?
Tone and Image
• Funny and casual, or formal and buttoned-up, or...
• What do the audiences believe or think, before you start communicating with them?
• What tone and imagery should we use to engage them?
• Specific visual goals?
Messages: Features, Benefits and Values Success in Franchising is Not Always a Business
Many people believe that success in franchising is strictly for businesses and yet the business model can work for anything. How so you ask? Well let us look at some examples shall we? Consider that the Boys and Girls Clubs of America has an organization like a franchise system.Did you also know that the Kiwanis Clubs and Rotary Club as well as the Lions Clubs and Optimists Club use an organizational chart resembling a m
Your brief should be, well, brief, running no more than two pages. Make it scannable with the use of clear headings and bulleted lists, rather than a narrative form with dense paragraphs.
Here's what your brief should include: Overview
• General project information
• Goals
• Measurable Objectives (benchmarks to measure progress towards goals, e.g. increase membership by 20% each year or media coverage
• Deliverables Needed
Deliverables can change during the creative process, i.e. the graphic designer might suggest that a blog, rather than an e-newsletter, will do more to address your goals.
Primary audiences
Provide enough detail to enhance everyone's understanding of who the audience is. Include some user demographic information if possible.
• Who are your primary target audiences. Choose a typical audience member or two and profile including occupation, age range, gender, what her day looks like, etc.
• How will your audiences use this brochure, white paper or website?
• What should be avoided in talking to these audiences?
Tone and Image
• Funny and casual, or formal and buttoned-up, or...
• What do the audiences believe or think, before you start communicating with them?
• What tone and imagery should we use to engage them?
• Specific visual goals?
Messages: Features, Benefits and Values Are You At The Mercy Of Computer Geeks?
Many business owners are sabotaging their business without even realizing it. They are completely out of the loop when it comes to all technology aspects of their operation such as websites, computers and software. They become completely dependent on their technical people and naively believe that things are "being taken care of".This "head in the sand" approach is very dangerous. Here are just a few scenarios of whatparagraphs.
Here's what your brief should include: Overview
• General project information
• Goals
• Measurable Objectives (benchmarks to measure progress towards goals, e.g. increase membership by 20% each year or media coverage
• Deliverables Needed
Deliverables can change during the creative process, i.e. the graphic designer might suggest that a blog, rather than an e-newsletter, will do more to address your goals.
Primary audiences
Provide enough detail to enhance everyone's understanding of who the audience is. Include some user demographic information if possible.
• Who are your primary target audiences. Choose a typical audience member or two and profile including occupation, age range, gender, what her day looks like, etc.
• How will your audiences use this brochure, white paper or website?
• What should be avoided in talking to these audiences?
Tone and Image
• Funny and casual, or formal and buttoned-up, or...
• What do the audiences believe or think, before you start communicating with them?
• What tone and imagery should we use to engage them?
• Specific visual goals?
Messages: Features, Benefits and Values Key Control - Who Has the Keys to Your Kingdom?
Key control, or more accurately the lack of key control is one of the biggest risks that businesses face.What is the risk?Imagine, you have fired a trusted employee, unknown to you that person had a spare key to your business, they come back after hours and steal business secrets, account lists, equipment or anything else of value. Would this scenario hurt your business?Even if the person turned in all of te-newsletter, will do more to address your goals.
Primary audiences
Provide enough detail to enhance everyone's understanding of who the audience is. Include some user demographic information if possible.
• Who are your primary target audiences. Choose a typical audience member or two and profile including occupation, age range, gender, what her day looks like, etc.
• How will your audiences use this brochure, white paper or website?
• What should be avoided in talking to these audiences?
Tone and Image
• Funny and casual, or formal and buttoned-up, or...
• What do the audiences believe or think, before you start communicating with them?
• What tone and imagery should we use to engage them?
• Specific visual goals?
Messages: Features, Benefits and Values Make Your Move - Right Into Management
Are you ready to move up the corporate ladder and shoulder management responsibilities? There are a number of indicators that can tell you if you are ready for the big leap. If you are in a staff or line job and feel that you should consider a career shift and look for bigger challenges, then maybe you should seriously consider moving into a management position.You may not get promoted quickly to your desired position - s brochure, white paper or website?
• What should be avoided in talking to these audiences?
Tone and Image
• Funny and casual, or formal and buttoned-up, or...
• What do the audiences believe or think, before you start communicating with them?
• What tone and imagery should we use to engage them?
• Specific visual goals?
Messages: Features, Benefits and Values
• List top features and/or facts about the program, service or organization, and its value to target audiences
• How do these stack up against the competition?
• If you could get one sentence across, what would that be? How would you prove it?
• Other major points?
Budget and Schedule
• Has a budget been approved?
• When must the message get to the audience for greatest impact (e.g. service introduction date, conference, special event)?
• What is the due date for the finished work?
Process
• Who is the point person (on the nonprofit side)?
• What is the internal review and approval process?
• Who needs to sign off on final execution?
Anything else?
• How many rounds of revisions on your side (be they your's personally, your bosses, or your nonprofit's CEO's) should the writer or designer include in her bid for the job?
• A graphic designer needs to know, for example, whether your mailing house will enclose the brochure by machine or hand, and, if by machine, what kind of fold the machine can handle.
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