Purpose
To assess your ability to:
- Develop a creative brief.
Overview
A creative brief is a structured document whose purpose is to communicate quickly and succinctly to anyone who might be involved in the creation of promotional materials for a product. Think of it as a “cheat sheet” for copy writers, art directors, graphic designers, etc. The purpose of a creative brief is to communicate ideas. Bulleted lists, brief statements, graphics, etc. are all okay – so long as they best communicate the information to the reader.
Action Items
- Write a 1 page creative brief directed to an outside marketing or advertising agency for the purposes of promoting your hotel.
- The items below are the subheadings for your creative brief.
- Product name
- Target market
- Perceptions of product within target market
- Competitive position
- Brand personality that should be expressed through advertising
- Desired outcome(s) of the project (e.g., awareness, understanding, interest)
- Key Response actions from target market (e.g., recognition, trial purchase, recommend to others, increase loyalty)
- Message guidelines (verbal guidelines for copy, visual guidelines, mandatory elements (e.g., company logo, specific colors, etc.)
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