Briefs

• Project Name: Enter a clear and concise name that reflects the essence of the project.
• Summary Paragraph: Provide a brief overview of the project, including its purpose, scope, and significance. This should encapsulate what the project aims to achieve and why it matters.
• Start and End Dates: Specify the project timeline, including key milestones. This will help you track progress and make sure it’s done quickly.
• Project Owner: Identify the individual overseeing the project.

• Primary Objective: Define the project’s main goal. What is the primary outcome you wish to achieve? This should be specific, measurable, achievable, relevant, and time-bound (SMART).
• KPI’s if Applicable: List key performance indicators to measure the project’s success. These metrics should align with your primary objective.
• Secondary Benefits or Objectives: Outline any additional benefits or objectives that may arise from the project. This could include brand awareness or customer engagement.

• Segment & Demographics: [Age, gender, location, etc.] Detail the specific segments of your audience, including age, gender, location, income level, and education. Understanding demographics helps tailor marketing strategies effectively.
• Psychographics: [Interests, behaviors, values] Describe your target audience’s interests, behaviors, values, and lifestyle choices. This information is crucial for creating resonant messaging and experiences.

A guiding framework for creative decision-making ensures that the project is aligned with our brand identity and mission. One to three sentences should effectively communicate the campaign’s intended direction and focus, clarifying how to engage the target audience and what unique value we offer.

Define the exact brand tone and voice used throughout the project.

List all expected deliverables associated with the project. Be specific about what will be produced (e.g., blog posts, social media graphics, email campaigns) and their formats.

Establish and list baseline criteria to evaluate the project’s effectiveness and help guide the creative process. These criteria can include items or themes that should be avoided.

Define what success looks like for this project beyond just meeting KPIs.

Provide a proposed timeline with outlined phases of the project. Include key milestones and deadlines to ensure accountability and track progress efficiently.

Identify specific metrics that will be used to evaluate overall success after the project is completed. These could include sales figures, website traffic increases, conversion rates, or customer feedback scores. Internal metrics and goals can also be included and used.

If needed, outline additional financial resources allocated for this project.

• Involved Teams: List all departments involved in the project (e.g., Marketing, Sales, Product Development). Clearly define their roles and responsibilities to ensure accountability.
• Collaboration Strategies: Outline methods for effective collaboration among departments. These may include regular meetings, shared digital communication tools (like Slack), and feedback mechanisms to foster open and clear dialogue.