03/11/2024

Today we will be learning about:

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Creative Briefs

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What is a Creative Brief

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A creative brief is a concise document that serves as a guide for a creative project, typically in the fields of advertising, marketing, design, or other creative industries. It is used to outline the objectives, scope, and requirements of a project and is a crucial tool for ensuring that all stakeholders involved in the project have a clear and unified understanding of its goals and constraints.

Here are some key components typically included in a creative brief:

Project Overview: A brief description of the project, its purpose, and the problem it aims to solve.

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Objectives and Goals: Clearly defined objectives, outlining what the project should achieve. These may include targets for brand awareness, sales, engagement, or other specific goals.

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Target Audience: A description of the intended audience, including demographics, psychographics, and any other relevant information about the target market.

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Key Messages: The main points or messages that need to be communicated in the project. These should align with the project's goals.

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Deliverables: A list of the specific creative elements that need to be produced, such as advertisements, brochures, websites, videos, etc.

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Budget and Timeline: Information about the budget available for the project and the timeline or deadlines for various project milestones.

Brand Guidelines: If applicable, guidelines related to the brand's visual identity, tone of voice, and any other branding requirements.

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Competition and Market Research: Information about the competitive landscape and the current market conditions, helping the creative team understand the context.

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Creative Direction: Guidance on the creative direction, including concepts, themes, styles, and any pre-established ideas or preferences.

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Key Stakeholders: A list of people or teams involved in the project, along with their roles and contact information.

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Approval and Review Process: The steps and criteria for reviewing and approving creative work, including who has the authority to sign off on the project.

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Metrics and Evaluation: How the success of the project will be measured and evaluated, with specific KPIs (Key Performance Indicators).

A well-crafted creative brief is essential for aligning the creative team, clients, and other stakeholders on the project's objectives and parameters. It helps to minimize misunderstandings, ensures that the project stays on track, and allows for a smoother and more efficient creative process.

Understanding

Target Audiences

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Determining your target audience and how to reach them effectively

To effectively reach your audience, you need to know who they are and what you want from them.

• Do you want then to like, share and comment or book the group for events?
• What they like to do in their free time and what drives them to your content
• It not all about views, but how many people interact with the content

Understanding the Roles of Your

Target Audience

An important step in understanding your target audience is to go beyond learning their demographic information, and understand what role they play in the path to purchase. These roles can often be divided into the following categories:

• The Decision Maker: This is the person who ultimately makes the purchase decision. In some cases, the decision-maker is the same as the supporter, but in other cases they are different.
• The Supporter: The supporter may not have the power to make the decision, but they will have a heavy influence on whether or not an item gets bought.

Determine Your Target Audience

• Creating personas is a great way to drill down into the specific segments that make up your target audience.This is especially helpful if you have a product that appeals to a wide swath of consumers. Personas allow you to determine the general demographics, personalities and needs of your target consumers. �
• The persona of “Fran First-Time Runner” will speak to different needs than “Sam Seasoned Pro.” Personas are created based on data, surveys, digital engagements and any other information marketers can pull from to give a more complete view of the buyers. This might include favorite hobbies, television shows, publications, etc. It is recommended that marketers develop between three and five personas.

Creating personas

Creating Personas can give you better insights into what your audience reads, think and value. This offers important understanding into which sources your audience uses and trusts. When building these out, consider using the following demographics and identifiers:

• Age
• Gender
• Location
• Hobbies
• Income

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• Education level
• Profession
• Marital status
• Who they trust
• What they read/watch

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Additionally, look into the following:

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• Your current customer base
• Who your competitors are targeting

Example of personas

Example of personas

Name:

Age:

Hometown / where they live:

Hobbies:

Favorite TV/ Books:

Interest:

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Project 2 (Part A): Begin in Class

Creative Brief for OOH Campaign