The
Communications Brief.
To
make sure we understand our client'sneeds, we have a creative
brief that we present to our clients. The creative brief answers
any and all of the following questions per area. All information
that is gathered from the client
survey is then translated into this.
Project
Summary: State general project information, goals,
and relevant background information for site redesign. This
paragraph should be a statement overview of the project as
a whole.
1.
What is the basic overview of the project? Briefly include
background information if relevant.
2. What is the single purpose of the new site?
3. What are the secondary goals of the new site?
4. What are the long-term goals?
Audience
Profile: Profile the target audience. Provide enough
detail to enhance everyone’s understanding of who the
audience is. Include some user demographic information. Your
goal with this section is to answer the following: Who is
the target? What do they care about? And what they do online
on a daily basis?
1.
Who is your target audience? Choose a typical user and profile
in detail. Include occupation, age range, gender, online frequency,
online activities and any other relevant information. Profile
more than one if applicable.
2. What is a typical task the user might perform on the new
site? For example: register, log-on, search for information,
buy a specific product, send their email address, call for
more information, etc.
Perception/Tone/Guidelines:
How do you want your target audience to respond to
your new online presence?
1.
What does the target audience currently think and feel about
the company and the current web site?
2. What do we want them to think and feel?
3. How will this new web site help to achieve this goal?
4. What adjectives can be used to describe the way the web
site and company should be perceived?
5. What are some specific visual goals the site should convey?
Communication
Strategy: How will we convince them?
1.
What is the overall message you are trying to convey to your
target audience? For example: cost-effective, secure, reliable,
efficient, etc.
2. How will you convey the overall message? For example: effective
messaging through copy, directed path towards goal, specific
offer on homepage, etc.
3. Identify stages of development (if appropriate) used to
execute goals.
4. How will you measure the success of the redesigned site?
Competitive
Positioning: How you are different from your competition
and the factors which will make you a success?
1.
How is your company or your web presence different from your
competition?
2. What specifically sets you apart from your competition?
3. What areas of the current site are successful and why?
Targeted
Message: State a single-minded word or phrase will
appropriately describe the site once it is launched.
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