Tackling a significant creative project without a clear cut plan, budget, client strategy, and other vital information probably won't likely produce strong results and will leave many involved in the project more frustrated than inspired. A creative brief touches on these key aspects and offers guidance to all teams involved in the project. But what should an effective creative brief contain? Here are some key elements.
Project Objective
A creative brief should clearly state the purpose of the project. If the exact purpose of the campaign is unclear at first, ask what the desired next action of the customer should be. Specific campaign goals may help:
- Increase brand awareness
- Educate potential customers
- Convert new customers
- Reengage existing customers
There should be one main objective; the project shouldn't try to accomplish two or three different goals. Once the objective is determined and the appropriate marketing funnel stage is determined, all campaign messaging should align with this central objective.
In-Depth Project Description
The description of the project should be as specific as possible. All assets such as photos and content should be listed, as well as how they will be obtained (e.g., scheduling a photo shoot, hiring freelance writers, obtaining client-provided images, etc.) as well as the final of medium(s) of the project.
Target Market
The client will likely approach the project with a target demographic in mind, but if it is too general like, "a younger audience," then additional research will have to be done. When building out a target audience, answer as many questions as possible about these potential customers. Start with basic information, such as gender, age range, education level, general interests, location, and build out ideal target personas from there.
Establishing such detailed personas will help the team strategically align all aspects of the project according to the target audience—from image selection to campaign messaging and more.
Thorough Competitor Analysis
Every business has competitors. Not only should the competition be acknowledged, but they should be included in the creative brief. As with any other element of the project, include a detailed analysis and as much information as possible. Competitors should be studied to help the team get a better understanding of the industry and note how to differentiate from what has already been done.
Once all the project information is gathered and organized, don't forget to present your creative brief in a beautiful, branded presentation folder to tie it all together. Colorprint offers high-quality design and printing services to businesses throughout the Bay Area to help bring their vision to life. Contact us online or give us a call at 650-697-7611 to start your project today.
