Develop a Creative Brief.

Write a Creative Brief based on client's advertising requirements as discussed at the meeting, as well as your research.

Use the Creative Brief Template to guide your work.

The document should address the following:

Overview.

Provide an overview of the company.

Outline the history of advertising for this company leading up to this plan.

Explain key opportunities based on market trends.

Explain the role that the proposed advertising campaign will play and key challenges, including the competitive environment.

Identify legal and ethical requirements to ensure that the campaign objectives meet requirements.

Campaign objectives:

Detailed description of campaign objectives to identify the purpose and scope of the advertising campaign. Your campaign objectives must be SMART objectives.

A discussion of campaign objectives including an explanation of:

oWhy the campaign objectives be achieved given the time, budget and general product and market factors.

oHow campaign objectives ensure that legal and ethical requirements are met.

An outline of the market research that will be conducted to find out more about the target group specific needs to inform the advertising campaign and/or pre-testing campaign market research.

Target audience

Overview of target audience for the campaign, including who they are, where they are located and how to best communicate with them.

Key messages for target group and how the campaign objectives take into account factors that may affect target consumer responses to the campaign, for example, age, gender, lifestyle and values.

Outline of recommended advertising activities.

Advertising budget:

Produce a completed advertising budget including costs of:

Market research i.e. pre-campaign testing

Costs of the agreed media options and associated creative and production services as discussed at the meeting with the client.

This section of your creative brief should also provide a clear rationale to show that the allocated budget will be sufficient to meet campaign objectives.

The budget should be developed using the table in the creative brief.

Schedule:

Develop a schedule to meet the requirements of the advertising brief. This should include:

Duration of the campaign and the timing of each component.

Activities to be completed in the lead up to the campaign, service providers to be involved and their role. This part of the creative brief should also include an explanation of the criteria used to select identified service providers as per the Green Cat Creative Brief Guidelines.

Progress monitoring: explain when and how progress will be checked to ensure that the advertising campaign is running to schedule and budget. Define each milestone.

Evaluation: Identify appropriate mechanisms for evaluating the campaign.