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CREATIVE BRIEF

A creative brief is a document used to outline the strategy of a creative project which contains project details including the project’s purpose, goals, requirements, messaging, demographics, and other key information. A creative brief is a document that informs the creative approach and delivery of new marketing or advertising campaigns.

1Your Creative Brief Exercise

2Your Business/Organization

3Your Audience

4This Campaign

5SWOT Exercise

Name *

First

Last

Email *

Company Name *

Website / URL

Phone

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Describe the products and services you offer (more detail is better) / What makes you unique?

How Long have you been in business?:

Do you have a logo/brand in place?

• Yes
• No

Does your company have a mission statement? If so, please provide:

Does your company have a tagline? If so, please provide:

Do you have a social media presence?

• Instagram
• Facebook
• LinkedIn
• Twitter

Share 5 adjectives or words that best describe your business/organization.

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Who is your target customer for outreach? External, Internal and Partners?

What does your target market already know/believe about you?:

What do you want your audience to think, feel and/or do?:

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What are the objectives/goals of this new campaign?

Does this campaign have any visual requirements? if yes, please explain.

Does any of your other current material need to be updated to match the new visual identity?

How do you plan to communicate with your target market?:

• Social Media
• Email campaigns
• Networking
• Website
• Phone
• In person sales
• Referrals from colleagues
• Referrals from past clients
• Direct Mail

When does this campaign need to launch for maximum impact?

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Strengths

Characteristics of the business or project that give it an advantage over others.

Weakness

Characteristics of the business that place the business or project at a disadvantage relative to others.

Opportunities

Elements in the environment that the business or project could exploit to its advantage.

Threats

Elements in the environment that could cause trouble for the business or project.

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