Post on 05-Dec-2014
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Thursday, October 10, 13
Week of 10/7Messaging
Messaging- Part Deux•Terms of the trade:•creative brief- document that provides guidelines for developing creative executions; instructions for creative team; usually includes the following:•background summary- Who is the client? What are we doing?
•overview- What is the project and why?
•drivers- Goals for the project? purpose? Top 3 objectives?
•audience- Who? Why should they care?
•tone- How should we be communicating? Adjectives to describe the approach?
•message formats/approach- what do we want the takeaway to be? •print? outdoor? OOH? non-media (t-shirts, phone messages, etc.)
•additional details•list of deliverables•schedule, limitations?•sacred cows?•deadlines, approvals, etc.•key opportunities
Thursday, October 10, 13
Week of 10/7Messaging
Messaging- Creative BriefsSAMPLE TEMPLATES
Thursday, October 10, 13
Week of 10/7Messaging
Messaging- Creative BriefsSAMPLE BRIEFS
Thursday, October 10, 13
Week of 10/7Messaging
Messaging- Creative BriefsSAMPLE BRIEFS
Thursday, October 10, 13
Thursday, October 10, 13
Thursday, October 10, 13
Thursday, October 10, 13
Week of 10/7Messaging
Creative ToolsManifestos
•Manifestos- a brand and its philosophy brought to life, creatively in an inspiring narrative form•a rallying cry•“a catchy way of identifying what makes your brand unique. It’s your plan for a better world, a declaration of independence, and a moral compass that will guide and define your brand.” - Pivot Marketing•We believe in __________ and that’s why we ____________.•creative’s mission statement
Thursday, October 10, 13
Thursday, October 10, 13
Thursday, October 10, 13
Week of 10/7Messaging
Creative ToolsManifestos
Manifesto 1Manifesto 2
Thursday, October 10, 13
Week of 10/7Messaging
MessagingCopy
•Radio Scripts•:60, :30, :15, :10, :05
•TV Scripts•:60, :30, :15•smaller spots are usually tag and logo only
Thursday, October 10, 13
Thursday, October 10, 13
Week of 10/7Print Ads
Thursday, October 10, 13
Week of 10/7Print Ads
Thursday, October 10, 13
Week of 10/7Messaging
Lab Assignment/Homework:
•A.C.T.-‐ MESSAGING•LA/HW#7: MY MANIFESTO
•Write a manifesto for yourself/your brand•format is up to you-‐ video, audio, wriBen, designed
•Due: 10/15
Thursday, October 10, 13
Week of 10/7Messaging
Thought of the Day:
One's philosophy is not best expressed in words; it is expressed in the choices one makes... and the choices we make are ultimately our responsibility.
-Eleanor Roosevelt
Thursday, October 10, 13