CREATIVE BRIEF

Background: why are we producing this activity?

Describe the context for this activity.

Target audience

Describe the group(s) of people this is aimed at. This should cover the primary audience, as well as those who can influence the outcome.

Objectives

What do we want these people to do?

Give short, specific, realistic objectives and prioritise them.

Barriers:

Why aren’t they already doing this?

Is it because they lack knowledge or is something else preventing them?

Motivators:

Is there anything which might help to motivate them?

Tone:

What do we want the overall look, feel and tone of the communication to be?

Technical information:

This could include information about:

Logos and branding

Size and quantities of any materials

Duration Costs

Timetable:

Deadlines and other timings which need to be met