Step-by-step guide :How to write a creative brief?

Purpose

State why you are sending out the brief; it is important that consultants know what they are being asked to do.
Example:
The department is seeking proposals from creative agencies to develop a creative strategy which meets the objectives of the X campaign.
This document should be read in conjunction with the communication strategy to ensure agencies understand the context within which the creative strategy will occur.

Background

WHY do you need to undertake this advertising?

Firstly, you need to outline the circumstances that have created the need or the opportunity to advertise the topic in question. For example, the initiative may result from a government decision, from research or statistics, in response to client requests or feedback, form part of a new policy proposal, or be part of a continuing campaign.

It would be useful to identify:

your overall communication strategy and how this campaign fits in;
the research upon which the communication strategy has been based;
competitive activity of which you are aware in the same subject area, whether it is from the private or public sector;
market sector changes of which you are aware that have occurred recently; and
any related campaigns from your department/agency which are recent or ongoing within the same subject area.

Note: You should attach, or make available, all relevant reports, briefs, and relevant communication strategies regarding the above.

Previous research

The most successful advertising briefs will always be informed by research specific to the subject and to the campaign. Communications research in particular, will inform any triggers and barriers to hearing the messages, and the required tone and style of delivery most likely to be accepted by the target audience/s. When communications research of this nature informs the brief, creative agencies will be more likely to produce high quality, appropriate creative from the beginning of the process.
Include any research results you have to support the need for, and/or approach to, the communication campaign. This could include:
market research undertaken to inform the development of the policy/program;
market research conducted to inform an earlier campaign on this issue;
market research conducted specifically for your campaign (primary research);
market research from another department on a related issue;
relevant statistics or demographic data; or
analysis of consultative processes.
Attach copies of cited research reports where possible.

Previous communication activities

If you have previously communicated on this subject, provide details of:
the target audiences;
when and how you communicated; and
the effectiveness of this communication campaign.


Aim and objectives

WHY do you want to advertise?
Firstly, identify the main aim of the advertising component of the campaign. This should be done succinctly and to the point. For example, is the advertising to inform, is it a call to action, is it to change or reinforce attitudes, or is it to change behaviour?

Then identify the specific objectives of the campaign. These objectives should reflect the desired advertising outcomes, should be measurable and achievable and should take account of other constraints which influence the strategy (such as the budget and existing infrastructure).
Remember to keep this section realistic and tightly focused.

For example, the aim is to increase awareness of the training and qualification opportunities within the Army amongst 16-24 year olds.

The objectives are to increase recruitment into the Army; increase awareness amongst the secondary audiences; and encourage audiences to search for more information (eg using the allocated phone number or Internet site).

Note: The advertising brief should not introduce objectives not outlined in the communication strategy. However, you might not necessarily wish to just replicate all the objectives found in the strategy. It may be that emphasis is placed on achieving some specific objectives in the advertising component.

Target audiences

WHO do you want to advertise to?
Use any previous research or your own knowledge of the subject matter to help segment your audience in order of priority, particularly if your budget will not allow you to approach everyone of interest.
In priority order you should identify the following groups:

Primary Target Audience – people and groups who will be directly affected by your message or need to be exposed to your message..

Secondary Target Audience – people of less importance who you wish to receive the campaign messages, people who will also benefit from hearing the campaign messages, or people who influence your target audience now or in the future, for example general practitioners.

Stakeholders – other people and groups who might be directly or indirectly involved in, or affected by or with a stake in your campaign.

It is useful if you can describe these groups in terms of their current behaviour, levels of awareness, and knowledge. Having described the current situation you may go on to identify how you want it to change as a result of your campaign.

Always be specific. You should avoid defining your target audience too broadly with statements such as ‘the general public’ as broad approaches are generally unsuccessful.

Note: The advertising brief should not introduce target audiences not identified in the communication strategy. However, you need to consider whether only specific target audiences can be effectively reached by the creative strategy.

Special audiences

Government departments are required to consider Australians who are information-disadvantaged through low income, poor education, and an inadequate knowledge of English, disability, geographical isolation or other reasons.
There are minimum advertising expenditure requirements for reaching people from non-English speaking backgrounds; a minimum of 7.5% of newspaper and radio budgets are to be allocated to advertising in NESB newspapers and radio respectively.

Call to action

WHAT do you want the target audience/s to do as an immediate result of the advertising?
Do any of the target audiences need to respond directly to your campaign? How do you expect them to do this? For example, you may have or intend to have an information telephone line, an Internet site or expect audiences to visit specific offices. (This may be your method of measurement for one or more of the above objectives). These elements then need to be incorporated into the communications.


Key messages

Effective key messages should include details of the program or policy being promoted, the benefits of the initiative for the target audience, and a clear “call to action” outlining what the target audience should do as a result of receiving your messages.
The key messages should encapsulate the purpose of your communication activity in as few words as possible. Key messages do not need to be catchy. They are not the “slogan” or “jingle” for your campaign, or the actual words to be used as your message. There is time later, during campaign development, to mould your message into a form which is appropriate for your audience/s.
For advertising purposes, you should keep key messages to a minimum for effective communication, ie you may have fewer key messages in your advertising brief than in your communication strategy.


Tone of message

HOW do you want this message to sound?
The style you require may be informal, warm and friendly, authoritative, humorous, conservative or aggressive. To be of real value, advice on such things as tone will be informed by specific communications research.
Example:
The tone of the message should be friendly and informative, while avoiding any rural stereotypes.

Media strategy

You will need to consult with the Australian Government’s master media planning and placement agency in order for them to develop a draft media strategy and plan. These will then need to be attached to the creative brief so that creative material is consistent with the strategy and the available budget.

Geographical areas

WHERE do you envisage this campaign taking place?
You need to identify whether:
this is a national or a local campaign;
there are any geographical constraints; or
certain areas need more weighting than others do.