How to write a creative brief book

Language[ edit ] Trial briefs are presented at trial to resolve a disputed point of evidence. Legal briefs are used as part of arguing a pre-trial motion in a case or proceeding.

How to write a creative brief book

Define the Purpose Prior to developing a creative brief, it is important to have a clear understanding of why messages and communication materials are being created for the health or social issue and audience.

Define the purpose of the creative brief by completing the following sentence: We want [this audience - who? The more specifically tailored the creative materials are to the purpose, the more likely it is that the SBCC efforts will succeed.

Determine the Objectives Creative brief objectives should be clear and specific. One way to write a good objective is to specify what the audience should think, feel or do as a result of exposure to the creative materials: Describe the Audience To develop successful creative materials, it is critical to understand who those materials will address.

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This section of the creative brief should answer the following questions: Who is the audience for the creative materials? What does the audience care about?

What does the audience currently think, feel and do in relation to the objectives set in Step 2?

how to write a creative brief book

Refer to the audience profiles developed during the audience analysis to produce a description that will help the creative team understand who the audience is. Include both demographic and psychographic characteristics. List Competing Current Behaviors or Conditions Make a list of current behaviors and conditions that prevent the audience from adopting the behavior s the communication materials will promote.

These competing behaviors or conditions will be similar to those that were defined as social, economic and physical challenges or obstacles found in the situation analysis. By creating this list, the creative team will be able to develop its messages more carefully and accurately by specifically addressing the barriers to adopting the new behavior s.

Highlight the Key Issue Identify the most important issue that needs to be addressed. Think about one improvement e. Even if multiple issues exist, each creative brief should focus on one audience, one message and one issue. Determine the Key Promise A promise expresses how the audience will benefit from using a product or taking an action.

A promise to the priority audience must be true, accurate and of real benefit. The promise is not a product e. It is not an action e. Discuss among the creative team to develop a single promise for the campaign. Keep the consequences positive, since negative consequences can increase fear and disempower the priority audience.

Identify Support Points The audience needs believable, persuasive and truthful information to support the key promise.


These can be in the form of facts, testimonials, celebrity or opinion leader endorsements, comparisons or guarantees.

The kind of support points used will depend on what will appeal and be credible to the priority audience. Define the Call to Action The call to action suggests a specific action the audience should take to receive the benefit of the promise.

This action needs to be realistic and do-able. This helps the audience make a quick decision instead of delaying action or forgetting to take action. Determine Creative Considerations There are several factors that will impact the creative process and overall approach.

Provide the creative team with information on the following creative considerations: These creative considerations will guide the creative team in their development of messages and materials.

Other considerations may include: Map the Timeline The creative brief is the guiding plan for the internal team, agency or consultant hired to do the creative work. It should include a realistic timeline.

The timeline should include each task e.- 4 DIY workshops with activity book and instructional slideshows that include TV commercials, video and sample ads. - Plus sample briefs, pro tips, and the extended slideshow: How to write a creative brief.

How To Build A Concise Creative Brief (Three Free Templates) This kit includes three different templates you can use to write effective creative briefs the easy way (in Word, Excel, and Powerpoint format).

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how to write a creative brief book

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How to Write a Creative Brief: Three Templates + Tons of Examples