Creative Brief Template (Page 2 of 4) in pdf

What is the target Audiences current mindset?

What do they think about the brand, service, or

product?

What do you want the audience to think, feel and

do after seeing your communication? How would

you like their mind set to change?

(‘What is your call to action?’)

What is the solitary most important idea that the

target market must be left with after the

campaign?

This is the most important aspect of the brief, as it will

form the basis of the single minded proposition/

unique selling point of the campaign.

How will this change benefit the target market?

What is in it for them? What is the need? If the target

market is unlikely to understand the benefit or if it is

not obvious, then identify what the core benefit would

be. That should form the basis of how the company

would like the target market to perceive it.

Tone and image

(What style do you require – informal, warm, humorous, direct or

functional?)

Messages

(Connected to 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.

Creative Brief Template Page 2