CREO IGNIS
[email protected]
HTTP://CREOIGNIS.COM
Strategic brief
HOW TO FILL THE FORM
Good brief should be:
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coherent - without contradictions,
non-repetitive (i.e. same answers for different questions),
concise and definite,
free from any marketing jargon,
feasible,
original, unique and well thought out.
Compliance with the above assumptions greatly increases the chance of achieving total satisfaction with
the completed project. It also guarantees the work to be more precise and suitable for your needs.
CLIENT INFO
How did you find me?
I'll be really thankful for an information how did you get here - was it via Google, Twitter,
recommendation (whose), etc.?
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Contact information
FULL NAME
E-MAIL
PHONE NUMBER
SKYPE OR GTALK LOGIN
Strona 1 z 6
CREO IGNIS
[email protected]
HTTP://CREOIGNIS.COM
COMPANY INFO
Basic information
FULL NAME OF THE COMPANY
TIME ON THE MARKET
LOCATION
NUMBER OF EMPLOYEES
INDUSTRY
AREA OF OPERATIONS
WEBSITE ADDRESS
Please describe your products / services
Products/services provided by your company, their characteristics, forms and varieties.
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How many people in your company are responsible for the brand image?
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What challenges does your company have to face right now?
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CREO IGNIS
[email protected]
HTTP://CREOIGNIS.COM
PROJECT / CAMPAIGN DETAILS
In this case, "campaign" should be defined as the overall scope of all activities
(projects) that have to be undertaken i n order to achieve specified benefits. For
example, advertisement campaign consisting of a website and a pack of brochures.
Things to be done
Please specify all the materials that should be done within this project, for example: logo and
stationery design, website design, book illustrations, etc .
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Goals definition
Please specify short - and long-term goals of the project/campaign. For example: change of
attitudes, introduction of a new product, introduction of a new brand, alternatio n of a current
brand image, etc.
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What is the most important thing that the project/campaign should communicate?
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Single-minded proposition
Short, most significant message that should be presented to the target recipient - usually the most
important benefit(s). For example "Lason champagne will make every moment even more special"
or "Eating KP chocolate dips is a great fun".
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Implementation assumptions
For example: suggested color scheme of the logo/website, menu positions, webpages that you find
interesting visually/functionally and that could be used as a reference point.
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CREO IGNIS
[email protected]
HTTP://CREOIGNIS.COM
TARGET GROUP
Demographic properties (age, residence, level of salary) and psychographic
segmentation (description of what kind of natural groups do the consumers with
similar beliefs and goals that influence market behavior connect into) that should
ensure the internal coherence of the target group .
Primary target
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Secondary target
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What do they care about?
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How do they collect information about your company and its services/products?
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COMMUNICATION SPECIFICS
What promise does the company make to the potential customers?
Recipient's benefits.
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Key premise
Market fact (positive or negative) that the brand has to fight or on which it can be based. Opinion
functioning inside target group.
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CREO IGNIS
[email protected]
HTTP://CREOIGNIS.COM
Why the target group should believe your company?
Describe the strengths of your product/service .
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What kind of message should the campaign/project convey?
For example, what words should the clients link with your company or product ?
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Brand essence
Describes those elements of the message that, regardless of the circumstances, have to always be
unchanged for every product/service connected to the brand - definition of how the brand (its
products and services) is perceived and how we want it to be perceived .
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COMPETITION
Who is the competition?
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How is the competition perceived by your target audience?
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In what way is the competition’s offer different?
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MANDATORIES
Information that has to be included
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CREO IGNIS
[email protected]
HTTP://CREOIGNIS.COM
Information that must not be included
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TERMS AND CONDITIONS
Budget
Please specify the amount that you are willing to invest in the project. In general, highe r amount
means more time for me to spend on the project. And more time means better, more suitable
results. Selected amount will be the invoice total unless your expectations and brief doesn't match
the proposed price. In that case, I will contact you to di scuss the possible options.
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Is this a rush job?
I'm usually capable of doing rush projects but, depending of the their type and details, higher
budget may be expected.
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Deadline(s)
Project deadline or deadlines for every project in the campaign. Please provide an information
whether the deadlines are stiff (unchangeable due to obligations towards third parties) or are
they rather your own expectations towards t he projects ending date.
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Annotations
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