Marketing
Purpose
To assess your ability to:
• Develop a creative brief.
Overview
A creative brief is a structured document whose purpose is to communicate quickly and succinctly to anyone who might be involved in the creation of promotional materials for a product. Think of it as a "cheat sheet" for copy writers, art directors, graphic designers, etc. The purpose of a creative brief is to communicate ideas. Bulleted lists, brief statements, graphics, etc. are all okay - so long as they best communicate the information to the reader.
Action Items
• Write a 1 page creative brief directed to an outside marketing or advertising agency for the purposes of promoting your hotel.
• The items below are the subheadings for your creative brief.
o Product name
o Target market
o Perceptions of product within target market
o Competitive position
o Brand personality that should be expressed through advertising
o Desired outcome(s) of the project (e.g., awareness, understanding, interest)
o Key Response actions from target market (e.g., recognition, trial purchase, recommend to others, increase loyalty)
o Message guidelines (verbal guidelines for copy, visual guidelines, mandatory elements (e.g., company logo, specific colors, etc.)