For any new marketing campaign, the creative brief is the foundation document that is created during the initial meetings between the client and the advertising agency. A creative brief covers the goal of a new marketing campaign, the potential target audience and the key creative appeals to be communicated. A creative brief informs and guides the work until a marketing campaign is finalised. From the choice of font in print ads to the overall theme of the campaign, everything springs from the creative brief.
This Second Assessment Task is Related to the Third Assessment Task
Task:
You work as the marketing manager for a leading Australian based producer of digital entertainment products (video games and game inspired software). Reporting to the Senior Marketing Manager, you are responsible for the go-to-market and day to day marketing activities for gaming products of varying scale.
The Product or Service should only Focus on Targeting an Australian Market Segment.
This assessment requires you to develop a creative brief in the form of a poster presentation. You will develop a page Word document. Students are encouraged to incorporate visual ideas of creativity into their Word document, i.e. images and/or graphs, charts and other visuals.
Title page
The title page will include the name of your organisation, the start and end date of the IMC plan, campaign name, your name, student id number and lecturer/tutor name and campus (for on-campus students) and course name and code.
The creative process consists of two key parts: what to say (message strategy statement and types of message strategies) and how to say it (appeals and execution).
What to Say:
A short brand statement (for the purposes of this assignment, include brief background information on your chosen product or service)
A brief overview of the campaign’s objectives
Key challenges that the campaign aims to resolve (this is your message strategy statement – outline the key idea/message you are trying to communicate. What is the major selling idea? What is the customer’s need or desire that the idea will solve?)
Target audience for the campaign (With whom exactly do you wish to communicate? What are some key information, characteristics and behaviours already known about this Australian market segment?)
Key competitors
The type of message strategy to be used in your creative brief. (What type of message strategy is best suited to bring your campaign statement to life? For example, generic, positioning, unique selling proposition, etc. see chapter 10 for more information.)
Primary message describing the brand’s values and market positioning
Communication channels on which the campaign will run.
The BIG idea! – How to Say it:
The advertising appealsto be used, i.e. rational appeals, emotional appeals, fear appeals, humour appeals, or a combination of rational and emotional appeals.
The advertising execution techniques to be used, i.e. scientific evidence, testimonials, animation, imagery, dramatization.
