Примеры брифов: Agency contest creative brief

1. Creative Brief for
PROMO’s 2007 “Reenergized Relaunch” Agency Contest
(This document describes all the changes we’re making at PROMO – and gives you the background you
need on the reenergized focus of the PROMO brand)
Issued By Glenn Laudenslager, Marketing Director, PROMO magazine
Address 11 River Bend Drive South City, State ZIP Stamford, CT 06907
Email glenn.laudenslager@penton.com Phone (203) 358-4166 Fax (913) 514-7062
Project Title
PROMO’s 2007 “Reenergized Relaunch”
Brief Background/Description
The PROMO brand is nearly 20 years old – it first published in December 1987. Throughout the years,
PROMO has evolved along with the industry. When the need to share best practices and meet with peers
grew, the PROMO Live conference (formerly PROMO Expo) was born and is now a robust educational
environment. When the need for timely news emerged, PROMO Xtra enewsletter quickly gained a following
and now has 30,000 subscribers. When the need arose to recognize leaders in promotion marketing, PROMO
launched the PRO Awards and now receives hundreds of entries. PROMO’s franchise also includes a robust
website that gets more than 100,000 unique visitors each month; a P&I enewsletter that covers trends in the
incentive business; and a host of other customized information products, from frequent Webinars and targeted
email reports, to a robust Sourcebook and online JobZone.
Now, PROMO has identified another evolution in what the industry needs, and has developed a new focus to
address it. In research conducted in August 2006, PROMO asked marketers to identify subject areas most
important to their jobs – topics like ROI/Performance Measurement and Customer Relationships ranked high.
Marketers were also asked what tactics and programs are most important – Email Marketing, Direct Marketing
and Event Marketing scored high. Finally, marketers answered dozens of questions about their spending, use
of agencies, purchasing processes and more.
In addition to the research study, the PROMO staff had countless conversations over the last six months with
marketers from top brands, and qualitatively explored what kind of ideas, insights and information they need to
stay ahead. Plus, the PROMO Live conference relaunched in October 2006, with content stronger than ever
and an all-new layout for the exhibit floor that encourages interaction and the exchange of ideas.
PROMO took all that input – the research, conversations, feedback from the show – and collectively identified
critical information needs. So, as a result, this Creative Brief summarizes PROMO’s 2007 Reenergized
Relaunch – the plan to deliver a product to brand marketers that is second-to-none in the world of marketing
publications. PROMO’s May 2007 issues will be its relaunch issue.
Each agency in PROMO’s 2006 PROMO 100 ranking is receiving a copy of this creative brief, and is invited to
submit an entry into PROMO’s Reenergized Relaunch Agency Contest. The purpose of the contest is to select
the online creative that most accurately represents the new focus, energy and feel of the PROMO brand, as
described in this Creative Brief – and as interpreted by our most valued partners, the PROMO 100 agencies,
where the most creative ideas and individuals in the marketing world reside.

2. 2
Situation Analysis (why the Reenergized Relaunch is taking place)
PROMO conducted quantitative and qualitative research among marketers, and recognized a need to evolve in
order to provide new and specific information marketers need to do their jobs. PROMO created a strategy –
the PROMO Reenergized Relaunch – to guide its evolution, and will relaunch its print publication in May 2007.
Goals (what are the desired results of the online ad?)
Show an evolution in the PROMO brand to focus on meeting marketers’ current information needs. Position
PROMO as second-to-none in the world of marketing publications. Position PROMO as cool and cutting-edge.
Communication Objective (what are we trying to communicate, why might the target audience believe it?)
Inform brand marketers – in an impactful, visual way – that PROMO delivers the information, ideas, insights,
case studies, ROI and measurement guidance, and research data they need to do their jobs better.
Purpose (why is the online ad being developed, why is it important?)
PROMO’s online audience primarily consists of non-print subscribers – a whole new audience of brand
marketers that don’t receive the print publication. It’s important to extend a consistent brand meaning and
image to this audience. It’s important to inform them about the array of products in the PROMO franchise, to
take them beyond just the website. It’s also important to engage them and interest them in becoming print
and/or digital edition subscribers.
Target Audience
Primary Audience Secondary Audience
--- Brand marketers at companies with annual
revenues of $20MM/year or greater
--- Brand marketers with annual marketing
budgets of $1MM/year or greater
--- Agency professionals
--- Brand marketers at companies with smaller annual
revenues and smaller marketing budgets
Tonality/Image (specific visual requirements, needs)
Required: Usage of PROMO logo, link to PROMO subscription page
Optional: Usage of other PROMO franchise logos & images (issue covers, PROMO Live, enewsletters, etc.)
Optional: Your agency logo, no larger than 10% of the total overall message, and no larger than 10% of the
total area of any particular banner, window, frame, etc. of the creative unit
Rational End Benefit/Call to Action (what do we want the target audience to learn/do?)
Learn about PROMO’s reenergized print publication, learn about PROMO’s multimedia franchise, link to
subscription page
Emotional End Benefit (what do we want the target audience to feel once they’ve seen the online ad)
Trust and credibility for the information contained in PROMO, that it helps them do their job. Recognition that
PROMO is evolving, is cutting-edge, and is making changes to its focus. Interest in subscribing to PROMO.
Implementation/Usage (where will online ad be used?)
The winning online ad will be hosted on the home page of PROMO’s website, promomagazine.com, for a
minimum period of 60 days. All entries will be posted for live viewing on a separate, dedicated page of the
PROMO website, for an undetermined period.
Other Important Information (other project notes)
The online ad creative can be any kind of online ad unit that falls within accepted Creative Guidelines (see that
document for more details). Creative execution, flow, copy, size, format and overall design is open to
interpretation by your agency, using this Creative Brief and the Creative Guidelines as reference.

3. 3
Detailed Background Information (information that supports, influences and helps form the strategy for PROMO’s
Reenergized Relaunch)
Relaunch Strategy: (what PROMO plans to do to evolve)
1. Significantly enhance PROMO’s editorial content
• Larger focus on ROI, performance measurement, reporting results, and analysis to give context to
campaign, media, budget and spending decisions
• Larger focus on the people who create the campaigns, including a monthly profile on a marketer from a
top brand
• More in-depth analysis of specific media channels – email, direct mail, Internet, TV, and other media
• Large spotlight on creative, including large images of various campaign creative elements
• Greater focus on interactive promotions, new technology, social media, mobile marketing and more
• Coverage of back-end issues – fulfillment, customer service, post-campaign challenges
• Insights and best practices that are easy-to-find – case histories will contain a score box that lists the
campaign name, budget, agency, vendors, tactics and media used, and results
• Monthly section on retail promotion, all aspects of in-store marketing, and relationships between brands
and retailers
• Coverage of cutting edge B2B and trade promotions
• Vertical Market Reports on categories like automotive, beverages, health and beauty, travel, financial
services and more
2. Completely reenergize PROMO’s design, layout and feel
• Boost PROMO’s physical size slightly larger, to provide greater visual space and impact – new size is
called plus standard, and measures 8 ” x 10 7/8”
• Invest in a glossy, high-quality paper stock for the covers and all internal pages – a sophisticated feel to
match PROMO’s strategic-level content
• Create a new, reenergized design that has the look of a high-end consumer magazine, and reflects the
creativity and “zaniness” of the promotion industry
• Create a user-friendly format that’s easy-to-navigate, and directs users to other areas of the franchise
for related or complementary information (website, Webinars, enewsletters, etc.)
3. Significantly invest in PROMO’s circulation to reach entirely large-company, large-budget marketers
• Increase circulation reach to a broader array of companies, markets and professionals – an intense
telemarketing campaign carefully screens new subscribers
• Deliver a pinpointed audience of job titles that research, implement and approve actual buying
decisions for promotional products and services
• Expand reach among marketers who work for key large companies – the largest CPGs, retailers,
automotive, hi-tech and service companies
4. Launch a digital edition of PROMO to provide a complement to the print publication
• Digital edition offers same content in easy-to-access format, delivered direct to inboxes
• Target subscribers are smaller-budget CPG and retail marketers
5. Transition leadership of PROMO to reenergized, experienced publishing team
• The new team will develop a long-term strategy to evolve with the industry, develop products that
connect buyers with sellers, and deliver content to marketers across all media channels
• New editor-in-chief, Larry Jaffee, started in February 2007 and brings years of proven creativity and
experience
• Ray Schultz, Editorial Director of Penton Media’s Marketing Media Group, has worked on PROMO
since Fall 2006
• Leslie Bacon, Group Publisher of Penton Media’s Marketing Media Group, took leadership of PROMO
in Fall 2006
• Bryan Benjamin, Associate Publisher, joined PROMO in January 2007

4. 4
Research Data: (from study in August 2006 sent to thousands of PROMO print subscribers)
1. Top 5 most important programs, products or services to promotion strategies over the next 2 years:
• Brand Marketers – Email marketing, Advertising-specific marketing, Direct marketing/Database
services, Advertising/Media placement, Event marketing
• Retailers – Email marketing, Direct marketing/Database services, Giftcards, Interactive/Online
promotions, Loyalty marketing programs
2. Top five most important topics subscribers need to obtain information on:
• Brand Marketers – ROI/Performance measurement, CRM/Loyalty, Creative, Branding, Target
Marketing
• Retailers – Creative, CRM/Loyalty, Branding, ROI/Performance measurement, Target Marketing
3. 14% of subscribers who do not currently use an agency expect to begin using one within the next 24
months
4. The typical purchase process for programs, products and services take an average of 7 weeks
• 30% of subscribers purchase on monthly basis, 35% on a quarterly basis, and 18% on an annual basis
5. Marketers use a variety of sources to locate information that helps with purchase decisions:
• 65% websites, 62% trade publications, 55% online magazines/enewsletters, 52% trade shows
PROMO Franchise Stats: (the basics on all the products in the PROMO franchise.)
PROMO magazine
• Growing to 28,000 subscribers in May 2007
PROMO Xtra enewsletter
• Enewsletter delivered three times each week that covers news and trends; 30,000+ subscribers
•
P&I enewsletter
• Biweekly newsletter that covers news and trends in the incentive business; 40,000+ subscribers
Promomagazine.com
• Robust website with case studies, interactive and sourcing tools, content on promotion research and
tactics; 124,000+ unique visitors and 280,000+ page views each month
PROMO Live Conference and Tradeshow
• Strong conference program led by top brand and agency minds; interactive, idea-filled exhibit hall;
thousands of attendees
PROMO Sourcebook
• Print and online supplier guide to all categories of promotion products and services; accessible to all
print subscribers and online users
PRO Awards
• The promotion industry’s most prestigious awards program; winners are recognized in a gala awards
ceremony during PROMO Live
Interactive Marketing Awards
• Exciting awards program that recognizes cutting-edge interactive marketing campaigns; winners are
recognized during the Interactive Promotion Summit in Las Vegas
Webinars, white papers, E-special reports, Ask the Experts
• Targeted content on promomagazine.com about specific promotion tactics, issues and best practices