Skills Assignment 4: Creative Brief
Due in Skills Assignment 4 dropbox by end of the day, Monday, April 18
A creative brief givesinformation and direction for an agency’s creative team. It should reflect solid thought, contain hard facts and offer valuable direction. A Creative Brief is geared to lay the groundwork for an ad campaign. It gives you a base of information about the subject before creating any ads.
This assignment will require minimal research. (A simple google search will likely be sufficient.) Credit the source this way: According to (the website/a report by/ + name of company). DO NOT credit by naming the URL.
What am I searching for?See what you can find about the product, business or service that you choose. It can be a local or national – the choice is yours. Just remember that what you choose is what you will be writing your ads for in Skills Assignment 5.
Example: If your choice was Nestle Pure Life Water (which is the attached example), then you might search for “trends in bottled water industry.” Including one source is enough, but you are welcome to include more if needed.
CLIENT: ‘Appy Folk Coffee & Tea.
PRODUCT: A traveling handcrafted brewed coffee and tea brand in the East Tennessee and Western North Carolina region. The vehicle travels to: festivals, markets, events and is for-hire for special occasions.
OBJECTIVE:To bring awareness of the brand’sunique product offering:handcrafted brewed coffee and tea sold out of a vintage detached camper (features unique special blends only). ‘Appy Folk Coffee & Teacompetes with other local distributors.
- An “A” creative brief meets and exceeds all requirements with no more than six style/grammar/punctuation errors. No factual errors or critical omissions are made. Outstanding research.
- A “B” brief meets all requirements, showing good research. It contains no more than 10 style/grammar/punctuation errors. One fact error or critical omission is allowed.
- A “C”brief meets most but not all of the requirements, or has 10 or more style/grammar/punctuation errors, or more than one factual error or critical omission. Adequate work on research items.
- An “F”brief meets few of the requirements, or contains a significant number of errors and omissions, or reflects little to no work on research.
Do not copy the language of the sources you use – paraphrase.
Direct quotes aren’t appropriate here. Paraphrase.
See next page for template. (There is a template you can download in News on d2L).
Also, utilize attached example for guidance.
CREATIVE BRIEF
| Date: | |
| Submitted By: | |
| Client: | |
| Product/Brand/Service: | |
| Objective? What will the ads accomplish? Objectives must be specific, realistic and measurable. | |
| Current consumer trends: To include competition and marketplace. | |
| Audience: To include demographics and psychographics. | |
| What does our audience currently think? | |
| What do we want them to think? | |
| Unique selling point: | |
| Why the audience will believe the message: To include: tangibles, intangibles, features, and benefits. | |
| Tone What tone should the creative staff use? | |
| Mandatories: To include colors, fonts, logos, social media mentions, and contact information. | |
| Sources: List sources in APA format. Be sure to include in-text citations. |
CREATIVE BRIEF
| Date: | Due date |
| Submitted By: | Jane Student |
| Client: | Nestle |
| Product/Brand/Service: | Nestle Pure Life Water |
| Objective? What will the ads accomplish? Objectives must be specific, realistic and measurable. | Continue marketing to the current audience of Millenials and middle-class consumers earning $75,000/year. Increase growth by targeting digital natives; push convenience by promoting our delivery service and online purchase options. Show our commitment to sustainability. Promote the need for hydration. This campaign should increase our U.S. sales by 5% annually over the next three years. |
| Current consumer trends: To include competition and marketplace. | According to a February 1992 report in Beverage Industry[1], tap water consumption had been declining for decades, while bottled water sales increased steadily since 1976, the year Nestle Pure Life was created. Bottle water sales dropped 12.6 percent between 2007 and 2010, but new strategies for marketing Pure Life turned that around. In 2013, the Beverage Marketing Corporation reported that bottled water saw the most significant yearly growth at +6.2%. Nestle has a significant portion of bottled water consumption in the U.S. controlling over 30% of the market.[2] |
| Audience: To include demographics and psychographics. | The primary audience: Millennials and Generation X. Secondary audience: Middle-class Baby Boomers who earn about $75,000 a year. Millenials have more active and healthy lifestyles and would choose water over sweetened beverages (source needed) Our audience uses social media and finds endorsements from friends reliable. (source needed) |
| What does our audience currently think? | Some criticism from the group Food & Water Watch has been published,[3] saying our product is bad for public water systems. The group said safe tap water is available, so products like ours come at unnecessary cost to the consumer and create environmental damage from energy and water use and plastic waste. Nestle’s use of municipal water places a strain on poorly funded city water systems. These factors can influence Millenials to not purchase bottled water if we do not position ourselves as trustworthy. |
| What do we want them to think? | The audience that purchases bottled water already trusts our brand, but we need to persuade them that Nestle Pure Life is not only a healthy choice, but that the company cares about the environment. Buying our product in bulk and online is a way to reduce environmental impact by saving on trips to the grocery store. To reach Generation X, target sentimental and family values. Inform them of the health and benefits of our product and our commitment to sustainability. Tell about the benefits of the micro-minerals that enhance our product’s taste. To reach Millenials, also sell these benefits. Retain loyalty by proving we are genuine and transparent, because Millenials dislike anything fake. |
| Unique selling point: | Nestle Pure Life is a convenient choice. By buying by the case and using online bulk purchasing, customers avoid multiple trips to the store and save gas money. Other unique points include our micro-minerals, which enhance taste. |
| Why the audience will believe the message: To include: tangibles, intangibles, features, and benefits. | We care about the Earth, and want to save you trips to the store. We know our audience is busy, but to maintain health they need to hydrate throughout the day. Micro-minerals enhance the taste and effectiveness of our product. Drinking our product will make our audience stronger and healthier. We have the best water at an affordable price. We care about you and your health. We use social media, which our audience finds credible. |
| Tone What tone should the creative staff use? | Happy, healthy, young |
| Mandatories: To include colors, fonts, logos, social media mentions, and contact information. | Colors and fonts from our bottle, Nestle Pure Life logo. Slogan: PURE LIFE BEGINS NOWTM Social media is key to our campaign’s success. Contact information: Call us at 1-866-599-8980 |
| Sources: List sources in APA format. Be sure to include in-text citations. | [1]John C. Maxwell Jr., Beverage Industry, February 1992 2http://www.nestle-watersna.com/en/about-nestle-waters/industry-overview/beverage-consumption-sales 3https://www.foodandwaterwatch.org/sites/default/files/hanging_on_pure_life_report_apr_2011_0.pdf |
[1] John C. Maxwell Jr., Beverage Industry, February 1992
[2]http://www.nestle-watersna.com/en/about-nestle-waters/industry-overview/beverage-consumption-sales
[3]https://www.foodandwaterwatch.org/sites/default/files/hanging_on_pure_life_report_apr_2011_0.pdf