{"id":16700,"date":"2018-03-15T09:54:45","date_gmt":"2018-03-15T14:54:45","guid":{"rendered":"https:\/\/www.rocksdigital.com\/?p=16700"},"modified":"2024-11-20T11:19:56","modified_gmt":"2024-11-20T17:19:56","slug":"roadmap-to-write-a-creative-brief","status":"publish","type":"post","link":"https:\/\/www.rocksdigital.com\/roadmap-to-write-a-creative-brief\/","title":{"rendered":"Build a Roadmap to Success \u2013 Write a Creative Brief and Stay On-Course"},"content":{"rendered":"
\"Tips<\/a>
WHYFRAME\/Shutterstock.com<\/figcaption><\/figure>\n

Before we look at the components involved when you write a creative brief, let\u2019s take stock of where we are, marketing-wise<\/a>. Thanks to amazing technology and intelligent software, it\u2019s easy to track the results of our marketing campaigns. So when we set goals for our campaigns, we can check the data to see if we reached those goals. That\u2019s great, isn\u2019t it? (And that<\/em> determines how we create our next<\/em> campaign.)<\/p>\n

Is it Necessary to Write a Creative Brief?<\/h2>\n

But one of the biggest issues we face today is creating and maintaining a focused marketing campaign \u2013 one that reaches the target audience with a highly specific message.<\/p>\n

The solution? Yes, you know it \u2013\u00a0a great creative brief.<\/p>\n

6 Elements to Include When You Write a Creative Brief<\/h3>\n

Here are the important elements that you need in a creative brief<\/a> that provides your writers, art directors, web designers, illustrators, photographers, and anyone else on the team with the information they need to achieve your desired results. (As long as they\u2019re realistic!)<\/p>\n

Goal<\/span><\/p>\n

Gotta be smart here. Don\u2019t set out to \u201cIncrease revenue by 300%.\u201d If it helps you, follow the SMART Goal-Setting method<\/a> to ensure that your goal is Specific, Measurable, Achievable, Results-Oriented, and Time-Based<\/em>. (There are many versions of the SMART acronym, but I like this one best.)<\/p>\n

Sample goals might focus on awareness, education, foot\/web traffic, \u201cLikes,\u201d Retweets and Shares, or overall branding.<\/p>\n

Features & Benefits<\/span><\/p>\n

Make a list of the features and benefits of the product\/service you want to market. Remember that whatever information you give your creative team needs to be accurate and thorough. Think about your customer\u2019s WIFM (what\u2019s in it for me?<\/em>) and how\/why they might need your product\/service \u2013 from both rational and emotional perspectives.<\/p>\n

Target Audience<\/span><\/p>\n

Define your target audience(s) very clearly. Think about who you really<\/em> need to reach, because that\u2019s your \u201cuniverse\u201d of potential customers \u2013 basically, anyone and everyone who might purchase your product\/service.<\/p>\n

And do some research on these people! You may think you already know them inside-and-out, since you\u2019ve been in your business for awhile now. But people are funny. They change and grow and adopt new technologies \u2013 so if your audience is 65 years old and up, it might help you to know that almost half of them now have smartphones!<\/p>\n

That information has all kinds of ramifications, such as your website requiring responsive design and an easy-to-read, appropriately-sized font. It also creates new marketing opportunities, such as adding a text\/SMS element to the campaign, relevant near-field communication at your location, and a loyalty\/membership rewards app.<\/p>\n

Single Message & \u201cProof Points\u201d<\/span><\/p>\n

Ah, the heart of the matter. I\u2019ll put this in bold and italics AND give it its own line break with asterisks to bring it home:<\/p>\n

*** You cannot have multiple messages in your communication. <\/em>***
\n<\/em>
\nWhy not? Because it will dilute all of the messages, and even confuse the audience.<\/p>\n

You need a single-focused message<\/a> like \u201cOur Temperature-Controlled SuperSox\u2122 (patent pending!) keep your feet warm in the cold and cool in the heat.\u201d<\/p>\n

That\u2019s it! \u00a1No m\u00e1s!<\/p>\n

Of course, you do need to provide your team with the ability to prove it. So list your proof points that back up your claim \u2013 your patented technology, your 100% customer satisfaction rating, etc.<\/p>\n

Call-to-Action (CTA)<\/span><\/p>\n

This is where the magic happens. Give your audience a clear, succinct call-to-action<\/a>, whether it\u2019s a shiny red \u201cORDER NOW\u201d button on your website or a \u201cCall 1-888-SUPR-SOX today for your FREE pair!\u201d<\/p>\n

Because that\u2019s how you make money AND track your results. So it\u2019s pretty important!<\/p>\n

Media<\/span><\/p>\n

Before you start thinking about a global marketing campaign with new websites and TV spots and airport billboards and direct marketing with promotional items… think about your budget.<\/p>\n

There are tons of great \u2013 and effective \u2013 ways to \u201cgo to market\u201d without spending millions of dollars. Of course, if you go too<\/em> cheap, you risk not reaching your audience.<\/p>\n

Ask yourself:<\/strong><\/p>\n