Download Creative Brief Canada Post, Fall 2005 CMA DM Certificate

The Creative Process –
When Does it Begin?
• Once you have determined :
– Who your target market is
– What your objectives are
– What the offer will be
– What media you will use
• Then you need to write your creative brief
and develop your creative strategy
© 2004 Canadian Marketing Association-All Rights Reserved
The Creative Process – The Brief
The creative brief is a comprehensive document
that helps you strategize and crystallize
thoughts before writing copy, formulating a
creative strategy or starting design work.
The creative brief contains the "specifications" to
which both creative services and copywriting
should adhere.
© 2004 Canadian Marketing Association-All Rights Reserved
The Creative Process – The Brief
“Briefing is not just a matter of putting
together a detailed list of facts, figures and
instructions. Creative briefing should set
out to inspire the people who create the
magic – the creative teams.”
Marketing, Ireland’s Marketing Monthly
© 2004 Canadian Marketing Association-All Rights Reserved
The Creative Brief - Getting it Right
• Regardless of how the brief is presented, or if
the creative resources are in house, there
should always be a written creative brief
• The creative brief is the most essential element in
creating strong, effective direct marketing
communications. It should be motivational, not
rushed
• All stakeholders in the campaign should
be present at the briefing session – creative, account
management, media, production
© 2004 Canadian Marketing Association-All Rights Reserved
A Powerful Brief - The Right Elements
• Background to Product or Service
• Task
• Objectives
• Target Audience
© 2004 Canadian Marketing Association-All Rights Reserved
A Powerful Brief - The Right Elements
• Single Minded Proposition
• Support
• Desired Response from Target Market
• Offer
• Media
© 2004 Canadian Marketing Association-All Rights Reserved
A Powerful Brief - The Right Elements
• Tone and Manner
• Mandatories
• Budget
• Time Lines
© 2004 Canadian Marketing Association-All Rights Reserved
A Powerful Brief - The Right Elements
Background To Product Or Service
• Characteristics of brand; why job is being briefed;
market considerations, overall marketing strategy
– It should begin to whet the appetite of the
creative team
Task
What is being asked of the agency/creative team?
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What services do you want provided creative,
production, media?
What is the consumer problem/need that the
creative must solve?
© 2004 Canadian Marketing Association-All Rights Reserved
A Powerful Brief - The Right Elements
Objectives
• What do you want to achieve, by when
and with what measurable results?
© 2004 Canadian Marketing Association-All Rights Reserved
A Powerful Brief - The Right Elements
Target Audience
• Prospects and/or customers
• Geographic, demographic and psychographic
elements
• Current perception, attitude and usage of the
product by the target audience now
• Create as insightful a picture as possible
© 2004 Canadian Marketing Association-All Rights Reserved
A Powerful Brief - The Right Elements
Single Minded Proposition
• What is the one key message you want to deliver
in terms of the prospect’s own needs that sets you
apart from all other competitors? Differentiation
can be related to your products, service or
company
• This is the heart of the creative process. It distills
all the compiled information into one or two
sentences
Support
• What product or service features support
single minded proposition/key benefit?
© 2004 Canadian Marketing Association-All Rights Reserved
A Powerful Brief - The Right Elements
Desired Response From Target Market
What beliefs/attitudes do you want target market
to have about the product/service?
• What behaviour (action) do you want the target
market to take?
•
Offer
• Offers to induce target market to respond to
your solicitation
Media
• What media do you intend/propose to
use? Direct mail? Print or press? Web?
© 2004 Canadian Marketing Association-All Rights Reserved
A Powerful Brief - The Right Elements
Tone and Manner
• Descriptors for copy style (e.g. Emotional, conservative;
fun; dynamic; serious, fear, etc.)
Mandatories
• Any logos, slogans, terms and conditions to be included, etc.
Budget
• Budget available to achieve what you are looking for
from the agency : creative, production, media
Timelines
• Deadlines: for initial “rough” concepts, for completed
concepts, copy and layout, presentation to the client, launch
• Expect delays
© 2004 Canadian Marketing Association-All Rights Reserved
Various Processes
• Client prepares brief and presents it to
agency/internal creatives, media and production
OR
• Client prepares brief presents to senior
agency people and agency account manager. Agency
account manager interprets it and presents it to
agency creative & production team
OR
• Agency account manager prepares brief with client.
Agency Account Manager/Client briefs creatives,
media and production
© 2004 Canadian Marketing Association-All Rights Reserved
A Powerful Brief
“Give me the freedom of a tight briefing.”
David Ogilvy
© 2004 Canadian Marketing Association-All Rights Reserved
Creative Brief
Case Study
Consumer
Technologies
© 2004 Canadian Marketing Association-All Rights Reserved
Task
• What is being asked of the agency/creative team?
• What services do you want provided?
– Creative
– Production
– Media
• What is the consumer problem/need that this creative must solve?
© 2004 Canadian Marketing Association-All Rights Reserved
Task
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Develop an integrated DM campaign with DRTV for CT in 2006
Develop a :60 spot to test against infomercial
Consider using non-TV media in order to achieve attractive CPLs
Requires strategy, creative, production and media planning/buying
Campaign needs to drive leads to 800 number and url
Launch canister model
Address new pet and allergy targets
© 2004 Canadian Marketing Association-All Rights Reserved
Objectives
• What do you want to achieve, by when and with what measurable
results?
© 2004 Canadian Marketing Association-All Rights Reserved
Objectives
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2006 sales of $75 million (>50% VYA)
Cyclone:Thunder mix of 80:20 in first year of Thunder
DRTV CPL for Cyclone: $44
DRTV CPL for Thunder: $60
Convert 10% of >2 yr. Cyclone owners to Thunder
© 2004 Canadian Marketing Association-All Rights Reserved
Target Audience
• Prospects and/or customers
– Geographic
– Demographic
– Psychographic
• Current perception, attitude and usage of the product by the target
audience now
© 2004 Canadian Marketing Association-All Rights Reserved
Target Audience
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US and Canada
29 – 59
70:30 F:M skew
Above average income, education
Urban and suburban
Houses and apartments
Pet owners, allergy sufferers, new parents
Keeping a clean and tidy home is very important
Mix of technology innovators, early adopters, early majority
Prizm Clusters: U1, U4, S1, S3, E1, R1
© 2004 Canadian Marketing Association-All Rights Reserved
Single Minded Proposition
• What is the one key message you want to deliver in terms of the
prospect’s own needs that sets you apart from all other
competitors?
• Differentiation can be related to your products, service, or company.
© 2004 Canadian Marketing Association-All Rights Reserved
Single Minded Proposition
• Only Consumer Technologies offers the power of dual-cyclonic
vacuum suction technology to keep your home as clean and as
healthy as possible.
© 2004 Canadian Marketing Association-All Rights Reserved
Support
• What product or service features support single minded
proposition/key benefit?
© 2004 Canadian Marketing Association-All Rights Reserved
Support
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Canister and upright models feature exclusive dual-cyclonic suction technology
No power-robbing paper filter bags. Dirt is collected
HEPA filter technology captures 99.99% of the particles flowing through it down to 0.3
microns in size including bacteria, pollen, plant-spores, moulds and dust
Canister has unique stair-hugger design
Includes 6-ft hose, mini powerhead, bare floor nozzle and 3 on-board accessories
30-day risk free trial plus 2-yr warranty
24-7 toll-free customer assistance
© 2004 Canadian Marketing Association-All Rights Reserved
Desired Response From Target Market
• What beliefs/attitudes do you want the target market to have about
the product/service?
• What behaviour (action) do you want the target market to take?
© 2004 Canadian Marketing Association-All Rights Reserved
Desired Response From Target Market
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Current Perception:
– Haven’t heard of CT Cyclone or Thunder but would try something new to get rid
of cat hair/make my cleaner, especially during allergy season
– Didn’t know there was a vacuum that didn’t use paper filter bags
Desired perception (actual customer testimonials):
– “The first time I used the Cyclone I got two collection bins full of material out of
the carpet!”
– “I like its light weight and the HEPA cleaning filter. My daughter has asthma, so
its important to me.”
– “I love my Cyclone! I have 3 cats and after each use I can feel the difference in the
air and see a lot of difference in my carpet.”
© 2004 Canadian Marketing Association-All Rights Reserved
Offer / Call to Action
• Offers to induce target market to respond to your solicitation
• Action steps required of target audience to take advantage of offer
© 2004 Canadian Marketing Association-All Rights Reserved
Offer / Call to Action
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Offers:
– CT Thunder Purchase Offer:
• CT Thunder vacuum with Certified HEPA Absolute Air Filter, 3 onboard attachments, Mini Powerhead, Bare Floor Nozzle for $329 plus
applicable taxes and shipping
• One-time credit card payment or 5 monthly payments
• 30-day in-home trial
– CT Thunder Video Offer:
• Free 30-minute video
CTA:
– Call now 1-800-CON-TECH (266-8324)
– Go to consumertechnologies.com
© 2004 Canadian Marketing Association-All Rights Reserved
Media
• What media do you intend / propose to use?
© 2004 Canadian Marketing Association-All Rights Reserved
Media
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DRTV:
– Long-form (30-min)
– Test short-form (:60, :90, 2:00, :30?)
DR print
Radio?
Direct mail
Email
Banner ads
Search
© 2004 Canadian Marketing Association-All Rights Reserved
Other
• Tone and Manner:
– Descriptors for copy style
• Mandatories:
– Logos, tag lines, terms, etc.
• Timing:
© 2004 Canadian Marketing Association-All Rights Reserved
Other
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Tone and Manner
– Friendly, upbeat, very straightforward (i.e., keep a lid on metaphors)
– Lots of pictures
– Testimonials are critical
Mandatories
– Follow brand and colour guidelines
– Qualify all claims
Timing:
– Need to be ready to go for Q4
© 2004 Canadian Marketing Association-All Rights Reserved
Budget
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DRTV CPL for Cyclone: $44
DRTV CPL for Thunder: $60
Creative development not included in above
Provide quotations for all activities
© 2004 Canadian Marketing Association-All Rights Reserved