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CDIA PRACTICUM CREATIVE BRIEF

The goal of the creative brief is to assist a client with articulating and expressing their
digital media needs. It outlines the objectives, audience, and assumptions for the project
and details the creative concept. The creative brief will be developed with the assistance
of our Practicum staff, and will be used by our Practicum student creative team to
develop a proposal, which will determine the end deliverables.


Client Information

Company Name:

Main Point of Contact

Street Address:

City, State, Zip:

Email:

Phone:

Fax:

Alternate Contact(s):

Preferred Contact Method:


Website:


About the Organization

Company Background:



Mission Statement:



Main Area(s) of Focus:



Type of Organization:


Programs & Services
Offered:

Locations Served:



Year Founded: Number of Employees:

Number of Volunteers: Number of Members:

Number of Donors: Number Served Annually:



PROJECT OVERVIEW


Deliverables Needed

Q: What are your digital media requests? Please X all those that apply.

3D ANIMATION FILM/VIDEO

PHOTOGRAPHY GRAPHIC DESIGN

WEB DESIGN WEB DEVELOPMENT


Mandatorys & Restrictions

Q: What content is mandatory and what, if any, are your content restrictions?







Call to Action

Q: Is there a call to action? Please state.







Measure(s) of Success

Q: What key indicators will you examine to determine the overall success of this
campaign?



















ABOUT THE PROJECT


Goals & Messaging

Q: What will make the creative a success?






Q: What is the single most important primary message? Secondary message?







Q: What are the goals for the project (for example, to increase membership, to promote
content, or to increase awareness)?







Attitudes & Behaviors

Q: Who is your target audience?




Q: What is your current audience thinking?




Q: What are the desired attitudes/behaviors?




Q: What tone and imagery should be used to engage your audience?







Barriers

Q: What beliefs/perceptions do we need to take into account?




Q: What arguments or phrases have been proven to convince this audience to change
behavior?




PROJECT SCOPE

Project Concept
Provide a two-sentence summary that describes the core user value of this project.





Summary of Deliverables
Please describe your project as it relates to your digital media request(s). Please include
your overall vision of the entire campaign and how each component will relate to the
overall campaign objectives and its usage.

3D ANIMATION



FILM/VIDEO



PHOTOGRAPHY



PRINT DESIGN



WEB DESIGN



WEB DEVELOPMENT - user value proposition/benefits, UX considerations, SEO,
content management system




Requirements
Use this section to state the elements or characteristics of the project that must exist per
the business mandate as well as any data, usability analysis, and research that could
inform the projects design. Considerations should also be given to branding guidelines,
existing wire frames/site maps and architecture, data analysis/assets, and proprietary
software usage.









Business Objectives

Q: Why do you need this material?






Q: How does this fit with your organizations strategic plan?






Q: How will you implement this project once completed?






Resources
Please provide a list of resources available for reference and context. Suggested items
can include printed material, websites, videos and other new media. Feel free to enclose
any hard copies, CDs or DVDs.












Content & Assets
Please provide a list of available assets you will supply for use. Please include the
format of the files. (Examples: Copies of source files of the logo and any graphical
elements, copy and content, existing photography/video owned/have permission to use,
access, and support for the CMS and FTP.)










Creative Specifications

Tone Writing



Tone - Art Direction



Competitive Landscapes
Use this section to list some examples of competitive organizations.

Q: What are your competitors doing and what can we learn from them? (This should be
from the UX/Creative perspective.)







Much of the timeline and phases will be developed by our creative team and outlined in
a separate document. Please let us know any timeline needs on your end, as you are
aware of them.

Q: When must this campaign be introduced to the audience for greatest impact (for
example, service introduction date, conference, special event)?


Q: What is the deadline for the final deliverables?





PHASES/SCHEDULE





Q: What is the internal review and approval process?





Q: Who needs to sign off on phase completions and final execution?



Q: How many rounds of revisions would you prefer to have for each deliverable?



Q: Does this project have the support of all stakeholders/decision makers within the
organization?





Timely feedback and support for questions and challenges is crucial to the success of
this project.

Q: What is a reasonable amount of time for us to expect to receive detailed feedback?



Q: How often would you prefer to have status report meetings and what method do you
prefer (email, telephone, video conference and/or face to face)?







Q: Is there a budget of any kind for this project (printing, media, advertising, stock
imagery, copywriting)? Please explain.




Q: Is there a budget of any kind to compensate the student creative team for any
expenses they may incur during this process (travel, gas, parking, etc.)? Please specify.



BUDGET & EXPENSES

FEEDBACK

PROCESS



Please use this section to add any information you feel is pertinent to this project.


































Client Sign Off Date: CDIA Sign Off Date:
Prepared by: CDIA Advisor:
Project Name: Team Lead:
Creative Team: Technical Team:
Projected Release Date: Actual Release Date:

INTERNAL USE ONLY
ADDITIONAL COMMENTS & INFORMATION