I cannot express to you the importance of this document. Once completed, it will help you and I define exactly what you need for your business and how my solution can add value where you need it most. Plus, it will also act as a guide through the course of the project to keep us on track.
So, to get started: kindly complete this Project Planner thoroughly. I realize it’s quite a bit to ask of you up front, but those that go on to become OZG Works clients often tell me it’s a very worthwhile exercise .
OZG Works Creative Brief [Word]
When you’re finished, save the document as "organization name".doc (replacing “organization name” with the name of your particular organization), and email the document to or print it and mail it to the address on the last page. Please allow up to a week for a response.
The creative brief is the core document for the project. It defines the project, enables the project plan to be developed and is the main point of reference during the development process in terms of keeping the project on target. Furthermore, the Brief enables everyone involved to quickly understand and focus on the key elements of the project. The Creative Brief will cover a few important areas: your organization, your project details, your audience, your brand, and your budget.
- List General project information
- List Goals
- What are the Measurable Objectives? (benchmarks to measure progress towards goals, e.g. increase membership by 20% each year or media coverage)
- What are the Final Deliverables? (Deliverables can change during the creative process, i.e. adding a blog, rather than an e-newsletter, will do more to address specific goals)
Primary audiences - Provide enough detail to define who the audience is. Include some user demographic and psychographic (Interests, Attitudes, and Opinions) information if possible.
- Who are your primary target audiences? (Choose a typical audience member or two and profile including occupation, age range, gender, interests, beliefs, etc.)
- How will your audiences use this brochure, white paper or website?
- What should be avoided in talking to these audiences?
Tone and Image
- Elegant, formal, casual, etc ?
- What do the audiences believe or think, before you start communicating with them?
- What tone and imagery should we use to engage them?
- Specific visual goals?
Messages: Features, Benefits and Values
- List top features and/or facts about the organization and its value to target audiences
- How do these stack up against the competition?
- If you could get one simple message across, what would that be?
- How would you prove it?
- Other major points?
Budget and Schedule
- Has a budget been approved?
- When must the message get to the audience for greatest impact? (e.g. service introduction date, conference, special event)
- What is the due date for the finished work?
Process
- Who is the point person?
- What is the internal review and approval process?
- Who needs to sign off on final execution?
Anything else?
- How many rounds of revisions should be included in the bid for the job? (Ex. A graphic designer needs to know, for example, whether your mailing house will enclose the brochure by machine or hand, and, if by machine, what kind of fold the machine can handle.)
- List miscellaneous requirements
This is not a substitute for the Project Planner. Even if you complete the form below I will likely ask you to complete the full project planner.
Please fill out the form thoroughly. More information means a better understanding on both our parts about the project, better time efficiency, and a set of boundaries to us define the project's scope.
