Download the PDF version of How to write a Creative Brief template
Elements to include when writing a Creative Brief.
Include a bit of background on your faculty, any marketing you've done in the past, etc. Why you need what you need (e.g. new add, new campaign).
If these have a bearing on the project, otherwise leave blank.
Creative Objective(s) - the problem to be solved
One, max two, objective (e.g. to raise awareness, to stimulate applications, etc.).
Be very specific (e.g. prospective students aged 15-18, key opinion formers, etc.).
If you have any market research re: your target audience and if there is any real insight, note it here. Otherwise, leave blank.
Catalyst for Change
- What will move people from the current state to the new state?
- What are you offering your audience that will encourage them to do what you want them to do? (e.g. new programme, new superstar professor, etc.)
What is the ONE message you want people to take away from your ad/brochure/etc.?
What are the one or two other messages that will appear?
Something unique, credible, and relevant about your faculty.
Professional, friendly, accessible.
The specific items you are looking for (e.g. 3 print ads, 2 brochures, 5 online banners, etc.).
- Follow the University of Toronto Visual Identity standards
- Any other information that should appear (e.g. URL, Address, a call to action, etc.)
Fill in as required.
Include all key dates from briefing to concept review to approvals to printing.