Transcript: Everything in one place Clears confusion between artist and company Easy to make What's The Point? What is the point? The ten main topics that need to be answered. What does it Consist of? What does it consists of? Background -Background on the client Overview -overview of the project Drivers -What is driving the project Background Overview Drivers Audience Competitors Tone Message Audience - Who is the audience (age, gender, etc.) Competitors -Who are the competitors, what do they do different Tone -What is the target feeling Message -What is being said with this project People Visuals Details People - Members of the team Visuals - What kind of imagery should be used Details - all project details listed The process to writing a creative brief is not complicated, but to make a good one takes time and preparation. What is the process? What is the process? When preparing to write a creative brief do research on: How to prepare Preparation Who the client is What the client does What is the client's goal Who is the client's audience The investment is not excessive, but it is present. These are the recommended requirements: The investment required Time Preferred recording medium (Pencil&Paper or Computer) At least an hour to thoroughly answer all questions Effort
Transcript: Pink Celebrity Jeans Target Market: Women 18-28 Advertising Objective: Put Celebrity Pink Jeans in the evoked set. Problem: blend in with the crowd Means-End Strategy Attribute: Colored Jeans Benefit: Unique Jeans Personal Value: Confident and Bold Message Strategy Celebrity Pink Jeans ARE fashionable, unique, and affordable Encounter: post graduation is out looking for a job Final Commercial Solution: affordable fashion forward jeans that let you stand out Affective Emotional Advertising Shelby, 22 Music Appeal Finishing up college Embarking on a new journey Social always doing something Fear of being insignificant Strives to create a life of her own. Creative Brief Leverage Point Interaction: See Celebrity Pink Jeans in store window Celebrity Pink Jeans are fashionably affordable Slice of Life Pink- Raise Your Glass
Transcript: So you're a high school senior... and graduation is just around the corner. Which leaves you pondering one of the MOST IMPORTANT DECISIONS you will ever make. So... you better not mess it up, huh? No need to worry. This is where the comes in. We know that there are other schools out there... and they might like great schools. Offering outstanding academics ...and much more. BUT. We can't help but wonder How many schools offer ALL of these things, and at the HIGHEST level? Just. One. I ILL NI Because why have one merit when you can have them ALL? The sky is the limit. And at the University of Illinois... you can reach it. COLLEGE seem [thrilling] athletics SOCIAL & DIVERSE community
Transcript: Created by Laura Beattie, Tayler Buchanan, Chelsea Cameron-Fikis and Maria Kampen for Trudy Goldenberg "April showers bring the sun and her flowers" Overview Overview Rupi Kaur is a New York Times bestselling author and illustrator of the poetry collection milk and honey. Her second collection of poetry, the sun and her flowers, is set to release May 28, 2018, published by Simon & Schuster. Goals: Goals Build on the success of milk and honey while still presenting this book as a unique offering Keep and increase current audience Promote the sun and her flowers by leveraging social media and the Rupi Kaur brand Cultivate awareness and excitement across social media platforms about this new collection Encourage sales and attendance at associated events Target Audience Audience Female 18-29 Urban Educated or pursuing education Interested in art/literature #aesthetic #relatable Messaging Messaging The idea that poetry can be accessible to anyone, not high-brow but still refined (#relatable) Feminism, activism and other social justice issues This is an important work Visual as well as written excellence Nurturing Feminist Relatable Inclusive Accessible Voice / Tone Voice/Tone Visuals Challenges Challenges 1. Literary critics/ being accepted into literary community 2. Competitors entering the niche "instapoet" 3. Exceed/match international success of first collection "milk and honey" 1. Rupi Kaur is classified as the original "Instapoet," created her own niche 2. Large fan base worldwide including many celebrities 3. Status as an "influencer" on social media Competitive Positioning Competitive Positioning Social media posts (Simon & Schuster and Rupi Kaur) Media pitches Media kit Print advertisments Rupi Kaur reading Livestream reading (FB & Instagram) Book launch event Deliverables Deliverables April 19-29 Design book cover Craft social media campaign Design print advertisements April 30-May 6 Launch social media campiagn (ongoing) Begin media pitches (TV, radio, print) May 6-13 Launch print advertisements May 14-20 Media kit (press release about upcoming readings/launch party) May 21-27 Live stream reading on Instagram Interviews on television/radio talk shows *May 28 Book launch party and release date Schedule Schedule Rupi Kaur, the original instapoet, is influencing the next generation of poety with her fearless writing and unique work. This plan will take the tone, content and ethos behind her poetry and make this her most successful work yet. Summary Summary
Transcript: WHO The People's Car Project Age Range: 20-30 something Sex: Female & Male Education: Mid-High Education & Professional Characters: Fun-seeker, Self-oriented, Open to new ideas By engaging and motivating people to create their dream car with the company throughout the campaign. Volkswagen: The People's Car Insight: High Competition in the automobile industry Hard to differentiate between VW to other foreign car companies Consumers become more active People GET Creative Brief Volkswagen BY TO To Illustrate: People has the influences on the company People has the influences on the product design Volkswagen like to listen and respond to the people Product by Emily Fung
Transcript: Sales PDF Design Natalie Care - 29/04/2020 PDF Structure Key Points - Punchy & Informative heading - Know the audience (talk their language & find a problem worth solving) - Create your value proposition Example - My *blank* helps *blank* to *blank* by *blank* - Relevant intro to you & experience in corporate environments - Price your service, focus on the benefits not the features - Testimonial from corporate client? - CTA List Of Copy Needed (I will review & make changes if need be) - What problem does your service solve & why? - Your value proposition (as previously shown) - Intro to you with relevant copy (experience with other corporates etc) - Price for the service - Very short description of service & the benefits from using it - 3 FAQ questoins & answers - Examples : What will I learn? What will we do on the day? etc - CTA, where do you want them to go? What I Need From You
Transcript: Creative Brief However, Sharpie realized that it' would have to undertake a millennial makeover to remain competitive and relevant in the ever increasingly saturated office supplies market. Why are we doing this job? so we have to decide on an appropriate advertising objective for a new campaign What would we like to achieve? and build awareness for other Sharpie products besides the black Sharpie Fine point marker Thoughts and feelings Sharpie is a well established brand with loyal customers and has control of the market. • Current Sharpie perceptions: Permanent Black Dull • Sharpie users associate the black permanent marker with the brand. Although the black marker is essential in the mind of consumers for mundane tasks like moving and projects, it is not viewed as a creative outlet. This Advertising Campaign is designed to motivate our target audience to “Uncap” their ideas and passion to share them with the world. We want to inspire people to express their feelings through the use of the Sharpie permanent marker. Television will be used as the primary medium because of its broad reach and its popularity with retailers. Sharpie is a tool that facilitates creative process. Sharpie’s addition of new colors transcends the brand from a practical permanent marker to a creative outlet. No creation is too big or too small for Sharpie markers. Overview Sharpie discontinued use of its current advertising This means were going to continue to emphasize on the strengths of our advertising in the past, and continue to create new clever ads to continue creating revenue. Positioning Nitty Gritty Details Sales will be the measurement used to evaluate the advertising campaign – Sales increase of Sharpie’s color permanent marker Perception will also be used to measure success Market research will be conducted following the advertising campaign Perception should shift from dull and boring to fun and creative Questions? Strategy A young audience who: #1 permanent marker worldwide with nearly 50% share Anh Nguyen Stephanie Perez Jack Rosenthal Steven Pezzuti Sharpie markers are essential for: Creative expression Moving Leaving notes Through this ad Through using things encountered in everyday life,the importance of Sharpie will be apparent. This advertising campaign shows users what they will be able to do with the product and how it will enhance the creative process and their life. Attribute Benefit – Deadline: April 23, 2012 Budget: $9.5 million $5 million during Primetime TV programming $2.5 million during Saturday morning cartoons targeting a younger market $2 million during People's Choice Awards Advertising Campaign Message “Take the age-old art of self-expressive doodling to a new level”-Carl Nichols “Start something” creative Sharpie allows for the artsy generation to be themselves and express their art for everyone to see. Whom do we need to reach with the ad campaign? Target audience “Take the age-old art of self-expressive doodling to a new level” -Carl Nichols “Start something” creative Sharpie allows for the artsy generation to be themselves and express their art for everyone to see. The advertising campaign created seeks to spark creativity in its target audience. • The audience should feel emotionally compelled to have a brighter more fun life. • The perception of dullness needs to be changed. – Sharpie is no longer just a black permanent marker Strategy Resonance Behavioral Outcome Furthermore, we want consumers to consitently choose Sharpie for their permanent marker, highlighting, and fine point needs. Newell Rubbermaid, (owner of sharpie) spends about 9.5 million dollars annually on advertising and marketing. This has successfully created a 97% brand awareness rating for Sharpie markers. SHARPIE Objectives is media savvy, loves being creative is an impression maker. Measures Strategy Where does Sharpie stand? We aim to reach Sharpie users on an emotional level. We do this by showing pictures of artists and their sharpie marker art to create a connection with the customer. Medium INCREASE SALES!!! Background
Transcript: The Organizational Purpose Promote positive body imageEncourage hope and help seeking through stories and case studies Provide an information channel for sufferers of eating disorders The Project Objectives "The Foundation is a community based charitable organization that supports eating disorder sufferers and their carers through direct financial relief, advocacy and lobbying, awareness campaigns, health promotion and early intervention work, and professional training in primary and secondary schools." Improve our ability to manage the annual survey Increase overall response rates for the survey Improve the quality of data gathered It is a blue print, a guide, even a source of inspiration. It details our objectives, audience/community, message or utility, the context in which we’ll engage, timing and budget. In short, the what, who, where, when. The brief is the what we are doing. The creative is the how. Project brief able to make us understanding of what the client really wants. A project brief contains the following elements which are organizational purpose, project purpose, project objectives and target market. Creative brief objective should always be clear and specific. Never ambiguous or overloaded. Project Purpose Product or Service Problem/Challenge Snapshot Role of communication Target audience/community Current beliefs Insight that reveals how we can motivate them What category conventions can we challenge Driving brand idea What is the press release that describes the outcome Where in the brief did the creative come from Creative Brief Project Brief
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