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Creative Brief for Copywriting - GrowthPanel.com

Creative Brief for Copywriting - GrowthPanel.com

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Published by www.GrowthPanel.com
This is one from a sequence of exercises in the Copywriting & Graphic Design subject outlined in the Strategic Marketing Process eBook. Download the free e-book www.growthpanel.com/marketing-tools/.index.html and subscribe to this subject at www.growthpanel.com/versions/get-started.html to download from Growth Panel’s Intelligent Marketing Platform.
This is one from a sequence of exercises in the Copywriting & Graphic Design subject outlined in the Strategic Marketing Process eBook. Download the free e-book www.growthpanel.com/marketing-tools/.index.html and subscribe to this subject at www.growthpanel.com/versions/get-started.html to download from Growth Panel’s Intelligent Marketing Platform.

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Published by: www.GrowthPanel.com on Jun 05, 2009
Copyright:Traditional Copyright: All rights reserved

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05/11/2014

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Creative Brief for Copywriting
Provided courtesy of 
 www.GrowthPanel.com 
Note
 
 – This is one from a sequence of exercises from the Copywriting & Graphic Design subject outlined inthe Strategic Marketing Process eBook. Download the free e-bookwww.growthpanel.com/marketing- tools/index.htmland subscribe to this subject at www.growthpanel.com/versions/get-started.html to download from Growth Panel’s Intelligent Marketing Platform.Some of the graphics in this PDF might not display properly.Each time you launch a new creative project – a marketing campaign, a printed piece, a logo, etc. – youshould develop a creative brief to guide your designer and/or copywriter. Make sure to schedule a meetingto go through the brief with your designer/writer so that you can clarify and respond to questions as needed.[Vendor Selection can help.] 
CREATIVE BRIEF
 
Project NameDatePrepared byContact infoKey DatesSTEPDATE DUE (FROMWRITER)RESPONSE/APPROVAL DUECreative brief review meetingInitial concepts
 
Revisions
 
Final copy complete
 
Production deliveryOther:Other:
 
 
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PROJECT OVERVIEW & GOALS
Describe the project and what you want it to achieve.
Be specific and include quantitative goals (i.e.,number of responses, number of new customers, etc.)
Measurement:
How will you measure your success on the project? (If it’s a campaign, identify how you willtrack and measure your responses.)
BACKGROUND + BRANDING
If your team hasn’t worked on many creative projects with you, or if they just need a refresher, complete the sectionbelow and rephrase the titles so that it speaks to the design firm – otherwise, just delete it.
Briefly describe the product or service.Who are your primary competitors?COMPETITOR WEBSITE COMMENTSExplain your value propositionWhat’s the one word your brand stands for?
 
 
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What are the physical traits/characteristics of your brand?What is your brand positioning statement?What is your slogan?
TARGET MARKET(S) AND BENEFITS
Describe the audience(s) for this particular project and explain how the offering will benefit them.
Primary audienceDescribe a typical person in thisaudienceDescribe the pain or problemexperienced by this audienceHow does your offering solve thisproblem?What are the most important benefitsto this audience?Secondary audience (if applicable)Describe a typical person in thisaudienceDescribe the pain or problemexperienced by this audience

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