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Studio K&M Creative Brief
The intention of this form is to provide project input so we may create objectives and develop a communications strategy for your project. Please skip over sections that are not applicable to you and please contact us if you have any questions. Thank you.
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Basic Info
Name of Project
*
Your answer
Street Address
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Your answer
City, State, Zip
*
Your answer
Primary Contact
Name
*
Your answer
Phone
*
Your answer
Email
*
Your answer
Additional Contact
Name
Your answer
Phone
Your answer
Email
Your answer
Project Summary
What is the single purpose of the site?
Your answer
What are the secondary goals?
Your answer
What are the long term goals?
Your answer
Audience Profile
Profile the target audience. Profile more than one if applicable (Provide enough detail to enhance everyone’s understanding of who the audience is.)
Who is the target...
Age Range?
Your answer
Gender? (check both if applicable)
Male
Female
Income Level?
Your answer
Education Level?
Your answer
Mindsets: What do these people care about? What are their attitudes? What are their values?
Your answer
What are the primary occupations of the target audience?
Your answer
In general, describe the attitude of your audience: Conservative? Traditional? Progressive? Liberal?
Your answer
How well do clients/prospects understand your products/services?
Your answer
Perception/Tone/Guidelines
How should your target audience respond to your online presence?
What does the target audience think and feel about your company?
Your answer
What adjectives can be used to describe the way the new website and the company should be perceived by the target audience?
Your answer
What do you want the targeted audience to do? (For example, respondents could: Go to website, call phone number, fill out contact form. Or it could be more indirect: Learn about company/ service, build identity/awareness.)
Your answer
What are the calls to action, if any?
Your answer
What is the best thing a satisfied customer can say about your company?
Your answer
Targeted Message
What is the emotional center of your website – the one emotional message that will appropriately describe the site once it is launched. State a single-minded word or phrase.
Your answer
Marketing Objectives
In one to three sentences, please describe the central message you want conveyed.
Your answer
What specific information needs to be included?
Your answer
What benefit will the site provide?
Your answer
Competitors
Please list your main competitors:
Your answer
Are you larger or smaller than your competitors?
Larger
Same Size
Smaller
Clear selection
What do you like about your competitors?
Your answer
What do you dislike about your competitors?
Your answer
How is your company different from your competition?
Your answer
Preferences
List the URL of three websites that you like the look and feel of: Please tell us why.
Your answer
List the URL of three websites that you like the functionality of: Please tell us why.
Your answer
List the URL of three websites that you strongly dislike the look and feel of: Please tell us why.
Your answer
Are there any specific colors that you strongly dislike and wish to avoid?
Your answer
Strengths/Weaknesses
List at least three strengths of your company/product and/or service.
Your answer
List at least three weaknesses.
Your answer
Minimum Requirements
List three outcomes that this project must accomplish in order to be successful.
Your answer
Has something been tried in the past that really worked? What was it? Should it be tried again?
Your answer
Is there anything that should be avoided?
Your answer
General Comments
Please feel free to add any additional comments.
Your answer
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