Creative Brief Template Page 2

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What do you want the audience to think, feel and
do after seeing your communication?
(‘What is your call to action?’)
Tone and image
(What style do you require – informal, warm, humorous, direct or
functional?)
Messages
(The single most important message you want the target market to
take from the activity –the one sentence that summarises your
unique selling point. What are the features, benefits and value,
prioritise the top 5 features and/or facts about the program/service
and its value to the target audience?)
Who are your competitors?
(Other schools etc. What are their messages?)
Support information
(List in order of priority other information that should be included in
the communication.)
Selection of images
(Where possible provide or suggest appropriate images. They
should reflect/complement objectives, target audience, tone.)
Don’t forget to have consent forms signed for all photographs
which have children in them.
Ensure photographs are high quality and high resolution –
minimum 200dpi.
Mandatory inclusions
(Logos and legal disclaimer)
For logo and brand usage and protocols refer to Logo style guide
in Section 3 – Using our brand.
Schedule
(An indication of the timetable for the project from the time of the
initial request to the completion of the project.
All critical dates should be included. Specify any time constraints
or critical deadlines for the project ie departmental and government
approval processes.
To ensure your activity is effective allow sufficient time for
production.)

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