Brand X Relaunch Creative Brief, Lecture notes of Design

Download Brand X Relaunch Creative Brief and more Lecture notes Design in PDF only on Docsity! Creative Brief Template Solution A Creative Brief or Design Brief template is a must for any marketer who works with agencies. You’ll go back to this document template every time you start a new creative project and it will save you hours of rework and frustration later in your project. The template contains detailed descriptions of each section and how to develop the brief. Developed by Jonathan Burns Strategy Cube Inc. www.strategycube.com Creative Brief for: [Project] 2 Creative Brief: [Project Name] The purpose of writing a Creative Brief is to clarify your thinking upfront and to force you to make decisions at the beginning of the marketing project so that the marketing or advertising agency can start working on it with a complete picture of what you want. This process allows the design and production process to happen efficiently and therefore less expensively. People who don’t take the time to write a creative brief frequently end up making many changes to the requirements of the project during the project and this causes rework and ultimately leads to missed deadlines, higher costs and frustrated designers and agencies. A Creative Brief should be so complete that if you handed it over to the agency and disappeared for the duration of the project, the end result should be pretty close to what you wanted. Project Project name Client Client company name Date December 12, 2008 Contact Contact name at the client email phone Project Description Briefly describe the project in one or two sentences. Background Briefly describe any background to this project that would be helpful to the agency. Why are you doing this project? Is it part of or connected to anything else? i.e this is a new product launch for our company but there are 2 competitors in market; or we have had this product for years and have just decided to invest in marketing it better. What’s going on in the market? Mention important trends. What are competitors doing? Deliverables What are the end deliverables? What will the agency actually provide you? i.e a printed brochure, a functioning website, a radio ad, a poster, 500 CD’s with cover artwork etc. Requirements List the requirements of the end deliverables. What are the key specs and requirements. i.e. quantity, sizes, weights, technical specs, commercial length, video formats, audio formats, other file formats etc. Mandatory Elements List the mandatory elements. Be careful here not to put too many items as you will tie the hands of your agency as far as the concepts or designs go. Ideally, you want to give them freedom to be as creative as possible. Potential mandatory items might include: a logo, a tagline, a website URL. By putting items on this list you are saying “Don’t show us any creative that does not have these things on it.” Advertising Communication Strategy It is important to include this section below because good agencies need this information in order to produce creative material that is “on strategy” for your brand. If you don’t give them a Communication Strategy then you are expecting them to create one for you out of thin air and that’s not their job. Their Creative Brief for: [Project] 5 Talent Objectives If applicable, what guidelines can you give the agency on the kind of talent (models/actors) you want in any photos or video elements? Do you want only certain ages, races or styles of people? Are you looking to show diversity and of what: age, race, style? If yes, then communicate it here. Budget What is the budget for this project? Are there any Fiscal Year end deadlines that have to be factored in? Deadlines Clarify any deadlines that must be met including intermediate steps like legal or regulatory approval and language translation. This is a good place to outline the key dates in the Artwork Process like Creative Brief approved, Initial Concept Presented, Final Concept Approved, Wording Approved, Final Design & Artwork Approved, Final Artwork produced, Final Artwork arrives at destination. Final Approval Person Who will be approving these materials and who is the FINAL approver? (As in, if there is a disagreement on something who will make the final call?). Approvals Signatures below indicate that the Creative Brief is approved and the agency may begin work. Project Manager Signature Date Final Approver Signature Date This creative brief template was developed by Jonathan Burns at Strategy Cube Inc. You can find out more about us at www.strategycube.com Jonathan is an ex Procter & Gamble Brand Manager who now consults to small and medium size businesses on marketing and strategy projects. Several of his best tools for marketing strategy and management can be purchased at http://blog.strategycube.com/category/store/ Enjoy! Sample Creative Briefs Note: the details of these briefs have been substantially altered to protect the confidentiality of the companies involved. Creative Brief Samples 7 Client Name Date Website Development Project Brief v1.0 Purpose of the website: Now Later 1. Create a strong first impression  Inspire people to want to be involved with us  Build brand equity 2. Support the Business Development process  Move a prospect closer to becoming a client  Clearly show that we are legitimate agency  Explain who are, what do we do, how do we do it, what do we stand for  Explain what makes us different, better  Improve Client Service efficiency  Real time reporting for clients  Video conferencing  Remote training  Knowledge centre  Recruit new employees  Solicit client testimonials Success criteria: Now Later  Unique visitors (must visit >1 pg for more than 1min)  Time spent and pages visited, time per page  <70% of clients have visited website  Repeat visits  Conversion (prospect becomes a client)  Advocacy (prospect or client tells others about website/Company Name)  Real-time reporting client satisfaction score  % of new hires who visited website before joining Who will the users be? Now Later  Potential & current clients  Potential & current employees  Competitors  Consultants  Suppliers  Friends Who do we want to target? Now Later  Potential clients  Current clients  Current clients  Potential & current employees  Consultants What are their needs/priorities? Now Later  What makes us different, better  Client testimonials  Access to real time reporting tools  Video conferencing Creative Brief Samples 10 BAD websites What we don’t like Suppliers/agencies/in-house resources available: o XXX o XXX o XXX Budget: $XXXX agreed with agency for a fairly basic Flash site as part of her package that included developing. Need a re-quote for a combo Flash-HTML split site. Roles & responsibilities: Timeline: Start End Owner Develop Project Brief 2/27 3/2 Gain President, VP Marketing alignment to Project Brief 3/2 3/3 Brief agency (on key creative elements) 3/3 3/3 Design site map/architecture & align with President 3/3 3/5 Copy development & align with President 3/8 3/11 Static page design development 3/4 3/10 Company Name stakeholders digest and get aligned on feedback 3/10 3/16 HTML coding 3/15 3/30 HTML site testing 3/31 4/01 HTML Site Live 4/02 Flash coding 4/01 4/14 Flash site testing 4/15 4/16 Flash Site Live 4/19 Register site with search engines 4/26 END Name Project leader Name Final approvals Providing input/perspective, Will get the site live and do the testing. Creative design of site, key visuals Creative Brief Samples 11 Brand X RELAUNCH CREATIVE BRIEF DATE: May - Sept, 1992 1/13/1992 PROJECT NAME: Brand X Relaunch Sampling & Promotion elements CONTACTS: Name Department Phone CREATIVE VISION: To relaunch Brand X behind a holistic campaign visually tied by signature creative. PROJECT DESCRIPTION: To develop holistic copy and design for all direct to consumer sampling and promotion elements (POP, display stands, shelf trays & shelf talkers/bobbers). BACKGROUND: Brand X announces its biggest NEWS since it launched in 1987! This summer Brand X will: • Relaunch its lineup of 2in1s and conditioners in new packaging • Launch 4 new SKUs of Shampoo in addition to the current 2in1s and conditioners Brand X is a $XX million business and the market leader in the XX category with a 10.1% share of the market. Brand X sees the launch of XX as incredible opportunity to reach the 57% of consumers who don’t use a 2in1. Brand X has aggressive plans to grow its market share by 11% in Yr 1 and is excited about the potential of the new line-up to strengthen its position as the Haircare Market Leader. EVENT: Packaging change from pastels to all white bottles EVENT: Introduction of Brand X New Shampoo MESSAGE: Brand X has a whole new look, but the product inside has not changed. MESSAGE: Brand X now has shampoo only in addition to 2in1s OBJECTIVE: Keep 100% of current Brand X users in the franchise as we change packaging OBJECTIVE: Bring new users into the Brand X franchise as we launch the new shampoo STRATEGY: EXECUTION: STRATEGY: EXECUTION: 1. Generate excitement and awareness (at home & in store) 1. TV copy teaser campaign to announce new look 1. Generate excitement and awareness (at home & in store) 1. TV copy to announce regular shampoo Door to door sampling of entire line-up including new shampoo, conditioner 2. Ensure that Brand X is visible and easy to find in-store End-aisle POP header cards 2. Ensure that Brand X is visible and easy to find in- store 2. Display: Pre-packed floor stand displays Pre-packed flip tray displays Pre-packed sidewinder displays Mixed Display Ready Palettes Creative Brief Samples 12 CREATIVE REQUIRED FOR BID: In order to quickly and simply choose the creative supplier for these executions, we are asking you to come back to us with creative concepts for 2 of the ideas: 1) A POP header card for “Brand X has a whole new look” message, and 2) The sample overwrap/brochure for the “Brand X now has a new shampoo” message. ITEM DETAILS: POP HEADER CARD (FOR PACKAGING CHANGE) (XXX PIECES, BUDGET $XXM) Objective: To ensure that Brand X users can find their version of Brand X in its new white packaging Strategy: To develop an intrusive POP header card that will draw consumers attention to the Brand X brand they are familiar with and communicate that the brand has a whole new look although the product inside has not changed Priority of Communication: 1. Brand X’s packaging has changed but the product inside has not 2. Holistically tie to T.V. copy (key signature visual) Net Takeway: • Brand X has changed it’s packaging but I can still easily find the Brand X product I’m looking for Mandatory Elements: • Maintain key equity visuals - Brand X signature shot, pack shot and clear branding • Separate English and Spanish executions (TBC) Nice To Haves • Brand X selling line: “For hair so healthy, it shines” SAMPLE OVERWRAP/BROCHURE (XX MM PIECES, BUDGET $XX) Objective: To convince Brand X rejectors / 2in1 non users that there are now two ways to get great hair: Brand X 2in1s, or Brand X Shampoos and Conditioners. Strategy: To replicate successful portions of the Asian Tri-pack Sample Priority of Communication: 1. Intrusive first impression (Don’t throw me out!!) 2. Convince recipients to try the sample. 3. Now Brand X has a new Shampoo (in addition to 2in1) 4. Holistically tie to T.V. copy (key signature visual) Net Takeway: • Brand X has a complete line of Shampoos and Conditioners that now includes a new shampoo. Mandatory Elements: • Maintain key equity visuals - Brand X signature shot, logo and pack shot • Brand X selling line: “For great hair all the time” • European success model elements: • Some way of clearly communicating that there is a sample inside - could be a window in the overwrap/brochure but doesn’t have to be. • Male and female visuals • Separate English and Spanish executions Nice To Haves • Interactive and having perceived value • Build off Brand A Asian sample Creative Brief Samples 15 Project X RADIO CREATIVE BRIEF PROJECT DESCRIPTION Produce a 30s radio ad for air in Country (length of ad TBC based on Agency reco) Both Spanish and English ads required TARGET CONSUMER Broadly speaking Women 18-35 Specifically: Moms with kids under 18 Note: while teenage boys may play the games, they are NOT the target of the contest as they do not represent a significant amount of consumption for CLIENT brands AD STRATEGY BENEFIT: You could win a Ford Explorer or a Burton family ski & snowboard equipment package CHARACTER: Fun, upbeat MANDATORY ELEMENTS: • call to action to go to website, • hosted by XXXX • see posters in participating stores for details • minimum legal disclosure TBC by legal NET TAKEAWAY I can win a a Ford Explorer or a Burton family ski & snowboard equipment package by playing this cool contest at www.getoutandgo.ca MEDIA GOALS: At minimum hit major cities in [regions]. Go for max reach for min 2 weeks starting early Feb 1997. BUDGET Production: $8,000 Media: $125,000 TIMELINE: Please provide Desired airdate would be around week of Feb 1-7 Ensure time for 1. legal revisions (min 2-3 days), 2. Spanish translation 3. approval by CLIENT, PARTNERS END Creative Brief Samples 16 TV Advertising Creative Brief: Project X Date DATE: Fall 1991 PROJECT NAME: “Project X” Promotion TV Copy CONTACTS: Name Dept Phone PROJECT DESCRIPTION: Develop a :15s (if possible) television commercial in English and Spanish to support the FALL “Project X” Promotion. The goal is to begin airing Feb 2, 1991 by which time the promotional materials will be in store. We will need a decision on whether or not we can execute the spot in 15s vs. 30s. by Dec 8, 1990 when the media requests are due. BACKGROUND: The “Project X” promotion will drive consumption of CLIENT participating brands by obtaining incremental display and feature support during the key Fall 91 period. To maximize participation the promotion is focused around a mail-in contest where consumers can win 1 of 2 national grand prizes consisting of: A Brand Item A, 2 Brand Mountain bikes and $1,000 worth of Brand camping equipment. (1 grand prize in the West, one in the East) There will also be regional prizes (4 regions in Country F) consisting of two Brand mountain bikes. PARTICIPATING BRANDS: list of brands KEY COMMUNICATION OBJECTIVES AND DESIRED RESPONSE: Objective: To generate awareness and excitement for the CLIENT promotion to win 1 of 2 national grand prizes consisting of: A Brand Item A, 2 Brand Mountain bikes and $1,000 worth of Brand camping equipment. Secondary Objective: To communicate a “call to action” to the consumer to go into stores and look for the promotion display. Desired Consumer Response: Consumers will look for the promotion display in stores and will ultimately purchase involved CLIENT products as they participate in this promotion. TARGET AUDIENCE: Mothers aged 25-40. CREATIVE STRATEGY: Benefit: Consumers (moms?) can win 1 of 2 national grand prizes consisting of: A Brand Item A, 2 Brand Mountain bikes and $1,000 worth of Brand camping equipment for their families by looking for this promotion in stores now. Support: By purchasing two of the participating brands on display, families get a chance to win 1 of 2 national grand prizes consisting of: A Brand Item A, 2 Brand Mountain bikes and $1,000 worth of Brand camping equipment. Character: active, family, outdoor, fun CONSUMER INSIGHT: I wish there was a way I could get out of the city with my family for a fun, healthy vacation. We all love biking and maybe if we had the right gear we’d go camping. EXECUTIONAL GUIDELINES: • Display POP must be very prominent in the spot so consumers will know what to look for in stores • Focus should be on the chance to win a Brand C • Some brand identification of participating products (A pack shot can be obtained Agency F at telephone xxx) • Partner firm’s logos: Brand, Brand PROCESS TIMING: CLIENT approval to strategy CLIENT approval to storyboards Partner/Brand approval to storyboards CLIENT presentation of rough cut Creative Brief Samples 17 CLIENT approval of fine cut Partner/Brand approval of fine cut Dub and distribute Airdate Feb 2, 1991 BUDGET: $41,000 for production and talent (ex. media costs) APPROVALS: Account Director ____________________________________ Marketing Director __________________________________ Account Executive __________________________________ Assistant Brand Manager _____________________________ END