The creative brief should define the following:
- What is going on in the market? Provide an overview of the company and the marketplace.
- What are you going to do? What is the objective of your communications plan?
- Who? Who is the target market?
- Say what? What is the most important message you need to send to your target market?
- Why believe? What is your target market’s reason to believe in the product, and why?
- How will you communicate? From your Key Assignment draft, expand on any information from your 2 communication vehicles: 1 social media marketing method that you suggest using for your company’s product and 1 direct marketing campaign that you can use to build brand awareness and customize the product’s message to your target market.
- Do it! Think about your differentiators using the 4 Ps of marketing—product, place, price, and promotion. Develop 1 slogan or tagline to help capture the target market’s attention that can be used in the social media and direct marketing campaigns.
