Marketing 11

Purpose

To assess your ability to:

• Develop a creative brief.

Overview

A creative brief is a structured document whose purpose is to communicate quickly and succinctly to anyone who might be involved in the creation of promotional materials for a product. Think of it as a “cheat sheet” for copy writers, art directors, graphic designers, etc. The purpose of a creative brief is to communicate ideas. Bulleted lists, brief statements, graphics, etc. are all okay – so long as they best communicate the information to the reader.

Action Items

• Write a 1 page creative brief directed to an outside marketing or advertising agency for the purposes of promoting your hotel.
• The items below are the subheadings for your creative brief.
  • Product name
  • Target market
  • Perceptions of product within target market
  • Competitive position
  • Brand personality that should be expressed through advertising
  • Desired outcome(s) of the project (e.g., awareness, understanding, interest)
  • Key Response actions from target market (e.g., recognition, trial purchase, recommend to others, increase loyalty)
  • Message guidelines (verbal guidelines for copy, visual guidelines, mandatory elements (e.g., company logo, specific colors, etc.)