- Download a Word Doc template of this Creative Brief Form.
Please choose which type of project you are proposing. Choose "not sure" if you are unsure of the best solution for your objectives or believe you need an integrated campaign.
Please fill in the project lead(s) for this project.
Give a brief summary as to what your project entails.
The strategic objectives of your department shape and inform all the information your group produces, including any creative project/campaign you take on. Please list your department's strategic objectives (e.g., Recruit new international students, improve student retention or raise awareness, etc.)
Translate the above strategic objectives into goals for your campaign/project, and define measures of success for each. Define what you are hoping to achieve and what "success" means. Give quantitative metrics where possible.
Inspiration stems from a real understanding of the lives and feelings of your target market, What are the demographic and personality characteristics of your primary and secondary audiences for this project?
Consider the priority of your audiences, their needs (e.g., information, application, etc.) and what you may want from them (e.g., application, inquiry, signup, etc.)
What values and feelings do you want the messaging and content of your communication to convey? Identify the key messages you want to communicate to each of your audiences.
What kinds of web and marketing materials does your department currently have (e.g., photos, videos, printed materials, social media, etc.)?
What are your competitors doing with their communications? Are they doing anything that is worth a closer look or investigation?
What is your proposed start date for this project? What is your proposed timeline and/or desired completion date? Do you have any financial resources allotted to this project?