The Creative

Brief

TaShaun Dorsey
CO 40752
February 16, 2016

Project Title: Confidential

Overview:
The Tim Russert Department of Communications and Theater Arts goal is to be the first choice in the
major declaration process for John Carroll students. The Department wants to be highly recognized and
possibly become the reason potential students ultimately choose John Carroll University.

Target Audience:
The Tim Russert Department is looking for males and females between 16-25 years old. The individuals
can be perspective students considering John Carroll or current students already attending John Carroll
University. The audience can be located from anywhere in the country and internationally. These
individuals may have already heard of the Departments, and are looking for additional information and/or
background for amplification and verification. Experience, industry connections, and job availability after
graduation are important factors in their decision-making process.

Communication Objectives:

Product Features and Benefits:

Diversity within the major, many different tracks of communications, Named after Tim Russert, a product
of the department, Opportunity to gain experience in field before graduation.

Positioning of the Product:

Competition:
Boler School of Business, marketing students

Key Consumer Benefits:

High graduation rates, many specifications to choose from, degree offers, professional opportunities

Tone:
Dynamic, contemporary, exciting, semi-corporate, formal, communicative, informational

Project Mandatories:
Using the department principles Inquiry, Integrity, and Involvement in marketing materials, Tim
Russert logo, Values and Benefits, Student pictures

The Creative
Brief
Bonus: Tagline?
Instilling in students the passion and talent for inquiry, integrity, and involvement.

TaShaun Dorsey
CO 40752
February 16, 2016