Typical sections inside a Creative Brief Document

Overview
A brief description of the project and the client.

The Goal
What is the most important goal you want to accomplish with this project? Sales, Pageviews, Attendance. Are you trying to have someone call a phone number and order a product? Or get them to volunteer at an event. This needs to be very specific. (i.e. We want to achieve a 15% increase in pageviews to the Sports channel of our web site).

Reasons to act
What reasons should the target audience have to act in the way you want them to act? What is the one thing that will get your client to participate. What is it about your product or service that makes it unique.

Target Audience
Who are you trying to reach with this campaign. Age, Sex, Occupation, Demographics. Be as specific as possible (i.e. Tall Asian Biochemist Men ages 25-30 who make large equipment purchases and like to play golf). Describe your audience. What do they do, what do they like.

Media
A description of the media requirements. Print, Online, Television, Radio. What are the specifications for each media. List any limitations. This should also include Delivery methods. Are you going to hand out flyers, send out a CD-ROM.

You can download a Creative Brief template here.

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