7209MKT Integrated Marketing Communication
1. What is the purpose for this brief?
This links back to the problem or opportunity that you identified in the background analysis.
2. What are the measurable objectives for this job? Your communication and behaviour objectives are relevant here, so think carefully on what you want to achieve. What should this communication do?
3. What is the corporate and/or brand positioning? Does this align with the existing brand position? Creatives are reminded that their creative work must reflect the brand’s established positioning against competitive brands.
4. Who are we talking to? This is a precise description of the target audience.
Demographics; psychographics; geographics; behaviours
5. What does your consumer currently think/feel and behave, and the reason behind this. What insights do you have about your consumer?
What do we know about them personally?
What drives or motivates them vs what’s stopping them from acting? Need/Fear/Motivation
6.What do you want your consumer to think/feel/do? Is there a current perception that needs to be changed? What should the communication get them to think/feel/do?
7. What is the single-minded proposition? This proposition directs the creative idea — a differentiating and motivating message — that focuses on brand benefits rather than product features.
For example, the single most important message is:
What can we say that will bridge the gap between what’s holding them back and what will encourage the response we want?
I realise that the current campaign may have a particular message. In this situation, you need to ask yourselves, does it need refreshing or changing; is the message clear and does it integrate with the other elements of the campaign.
8. Why should our audience believe this proposition? This section of the creative brief supports the proposition with evidence that makes it believable.
This could be rational or emotional proof.
9.H ow should we speak to them? What tone and manner should we use?
10. What are your media options? How can thinking about your communication channels enhance this strategy?