Writing Creative Briefs

Writing Creative Briefs-9
While demographic data can yield some insights creative people can find useful, it’s much more helpful if you describe a typical member of the target audience.Create an archetypal persona: “Olivia is the ideal customer for Easy Life Checking. Her husband runs a construction company, so they earn a comfortable ,000 income.Tip: Don’t saddle your projects with too many objectives. You don’t want to just “increase loans.” What you really want to do is: Now that is an objective — a clear, realistic, measureable, obtainable and specific target.

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For starters, are you targeting existing customers or new, prospective non-customers?

There is a huge difference in how messages are presented between the two groups.

It’s also helpful to define the geographic scope — households within a 10-mile radius of Branch X, or residents of Springville and Harbortown.

You can follow-up with age, gender, ethnicity, marital status and income, if applicable.

But he’s too busy to handle the household finances, so it all falls on Olivia.

Olivia is smart; she went to college and got a liberal arts degree, but she isn’t good with math nor comfortable with numbers.

What one single thing do you want the audience to do? If you aren’t asking the audience to specifically (e.g., “Please think of ABC Bank for your mortgage needs”) puts your project under the category “brand/awareness” marketing with a super slippery ROI. Here are some examples of features and their benefits specific to the financial industry.

You can’t really measure peoples thoughts and perceptions, but you can definitely track their behaviors and actions. You probably aren’t helping directly improve your organization’s bottom line if you aren’t asking the audience to do something. Tip: The best ads celebrate benefits, not features.

She needs a checking account with a set of simple tools that can help her quickly and easily wrangle her financial responsibilities.”The primary target will be segments of our customer database: male and female, 20 to 35 years old, with at least one Citibank credit card.

The target will be approximately 70% married, with combined HH incomes of k on average. It helps to break down your offer into features and benefits.

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