CREATIVE BRIEF

CONTENTS

Executive Summary
(overall goals of site, primary and secondary objectives)

Target Audience
(who is the user? what are their habits, on and offline which relate to the site?)

Main Message
(what are we telling them?)

Communication Strategy
(how will we convince them?)

Tone/Guidelines
(how should they perceive the site? How should it make them feel?)

Competitive Positioning
(how are we different/better than the competition?)

Sample Creative Brief




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