Примеры брифов: Sample collateral creative brief

1. 2005 – Courtesy of ReThink Marketing LLC 972 | 489 | 4820 www.rethinkmarketing.com
Re|Think Marketing
Sample Collateral Creative Brief
Company/Requestor
Project Description
Collateral Item [ad, product sheet, tech brief, white paper, PPT, etc.;
also size, pages, 4-color, etc.]
Objective [What do we want to accomplish – inform, persuade, motivate?]
Inform – lack of information
Persuade – the need to present a viewpoint
Motivate – lack of compelling reason to purchase
Audience [Who are we talking to?]
Primary:
Secondary:
Audience Attitude [What do we need to know? (desires, needs, fears, worries, skeptical,
tough/easy sell)]
Document Use [mailer, PDF only, trade shows, prospect pack, etc.]
Sales Cycle Usage Inform – at the beginning to maximize info and exposure
Persuade – in the middle, when readers need additional details
Motivate – near the end when one last incentive to buy is needed
Competitive Profile
CONTENT
Creative Approach Clever
Problem/Solution
Feature/Benefit
Story
Testimonial
Benefit/Use
Company Awareness
Product Comparison (to self)
The Offer [what is being sold or offered?]
Key Benefit [What is the single most important idea to communicate?]
Secondary Benefits
Problem to Solve [What problem does the audience have that this item will solve?]
Desired Response [What do we want the audience to do? Call to Action?]
Tone [How should the content sound — friendly, technical, high-tech,
corporate? Focus – on “we” (Company, or on “you” (audience)?]
Design Features [Specific phrases, photos, graphics, text, or tagline; other document
elements – headlines/subheads, pull quotes, callouts, features/benefits
list, tech spec list, charts, ordering info, copyright and trademark notices,
etc.]

2. Sample Collateral Creative Brief Page 2
2005 – Courtesy of ReThink Marketing LLC 972 | 489 | 4820 www.rethinkmarketing.com
PRODUCTION
Due Date [In client’s hands]
Source Material?
Quantity
Budget
Print Specs/Printer
Approval Process [people and/or companies; names, emails, telephone]
SAMPLE: Tentative Collateral Schedule
Week of Aug 8
Tue Aug 9 Approve creative brief
Wed Aug 10 Meeting with Mgr on brochure concept
Receive Mgr content, and other content for use in brochure
Receive partner logos and graphics, and further samples
Thu Aug 11 Design development commences
Fri Aug 12 Outline of brochure content for Mgr approval
Week of Aug 15
Tue Aug 16 1st
round Content
Wed Aug 17 1st
round Design; comments and approval
BACK from Mgr – Content with comments
Fri Aug 19 2nd
round Content to Mgr
2nd
round Content to designer for production
Week of Aug 22
Tue Aug 23 Content in layout to Mgr; review and corrections
Wed Aug 24 To Execs for approval
Thu Aug 25 BACK from Execs; changes; to proofer
Fri Aug 2 BACK from proofer; TO Mgr for FINAL SIGN OFF
Week of Aug 29
Mon Aug 29 Final Mgr sign off received in writing
Prep for printer; Electronic delivery of files to printer
Tue Aug 30 Pre-press; bluelines/color proofs to Marketing
Wed Aug 31 Bluelines back to Printer
Thu Sep 1 On Press
Week of Sep 5
Tue Sep 6 In bindery
Wed Sep 7 Delivery