Media Passage Creative Strategy Detailed Brief

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KEY FACT(S): “What we should know” This is background information or research pertinent to the execution of the creative. It’s the frame of reference.

KEY OBJECTIVE: “What we want to happen” This is what you'll need the creative to accomplish. It’s a specific communications objective, not a marketing/sales objective.

TARGET AUDIENCE: “Who to sell” This is a profile of the audience we are trying to reach. It’s a demographic and/or psychographic portrait of the customer.

POSITIONING: “How to sell” This defines where you want to place your product or service relative to the competition or a control and how you want to be perceived by the target audience. It suggests the personality of the product or service.

PRIMARY MESSAGE: “What to sell” This is the main benefit (not a feature) that the customer receives from the product or service. It’s the unique selling point.

COPY PLATFORM: “Why they should buy” These are features (and benefits) that support the primary message by providing reasons why the customer should buy the product or service. It’s the details you would find in the body copy.

PROOF OF BENIFITS: “What supports your claim” Are there any results from any tests, focus group reports, user testimonials and so on?

TONE AND EXECUTION: “What’s our approach” This dictates characteristics that should be reflected in the copy and design. It’s the overall style.

MANDATORIES: “What must be included” These are specific copy points or design elements that must be included in the creative.

THE COMPETITION: “Who else is doing what you plan on doing” What similar products/services are available and how good are they? What are their good and bad features.

DISTRIBUTION: “Where, how and why” Where will the ad run, the brochure be distributed, the mailer mailed? How does the distribution affect budget, creative time, use of color, and mechanical requirements?

MAIN IMPRESSION: The single most important point Most communications leave only one overall impression, “If you could choose just one thing the reader/viewer would remember, what would it be?

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