RTC Creative Brief


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Creative brief for Renewing the Countryside's Homegrown Minnesota cookbook website.

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RTC Creative Brief

  1. 1. Client RTC Minnesota Homegrown Website Designer Derek Klamerus February 8th, 2010 Renewing The Countryside Minnesota Homegrown Website Creative Brief
  2. 2. RTC Minnesota Homegrown Website Creative Brief Table of Contents Pages Overview and Goals 1,2 Audience 3 Outcomes of Success 4 Guide Words, Tone, and Personality 5 Specific Requirements 6 Appendix A A Appendix B B i
  3. 3. Overview Renewing the Countryside Renewing the Countryside is a non-profit organization that: “strengthens rural areas by championing and supporting rural com- munities, farmers, artists, entrepreneurs, educators, activists and other people who are renewing the countryside through sustainable and innovative initiatives, businesses, and projects. [Renewing the Countryside does] this by sharing stories of rural renewal, building awareness and support for sustainable endeavors, connecting people interested in sustainable rural development to each other, providing practical assistance and networking opportunities for those working to improve rural America, and fostering connections between urban and rural people.” 1
  4. 4. Goals Primary and Secondary Primary Goal Educate users about and compel them to purchase Renewing the Coun- tryside’s newest cookbook; Minnesota Homegrown. To achieve this we will use authentic “back to the roots” storytelling to enforce the book’s soul. Secondary Goal Strengthen the relationship between Renewing the Countryside and the user through updates on events surrounding the release of the cookbook. The event updates will include news, stories, photos, and videos. 2
  5. 5. Audience Primary, Secondary, Tertiary Primary Audience The primary audience consists of local food producers and consumers; more specifically members of a food cooperative. They are involved in progressive practices concerning food. These practices include growing, purchasing, and consuming food grown locally, organically, and traded fairly. Sustainability, specifically concerning rural development, is also a core concern for this group. Members of this group are moderate Internet users. Secondary Audience The secondary audience consists of local food producers and consumers; more specifically non-members of a food cooperative. Some members of this group may farm, but all have a love for food. Members of this group are low to moderate Internet users. Tertiary Audience The tertiary audience consists of local individuals who seek innovation in their lives but are new to progressive food practices. Members of this group are moderate Internet users. 3
  6. 6. Success Success can be measured by both the number of hits to the web site and the number of purchased books. We wish to expose the largest number of people to the website and cookbook as possible, so the higher these numbers are the greater our success. 4
  7. 7. Tone and Design “Authentic Food Experience” The audience will be targeted through a clean, simple, universally attractive design that is easy to use. This will help users quickly access the information they need. Content such as book news, stories, a picture gallery, and videos will all be clear and easy to access in order to allow maximum exposure to the customer of the book and it’s “back to roots” stories. 5
  8. 8. Specifics and Requirements Technological Requirements Drupal Content Management System for site maintenance Link to Yahoo Bookstore Uploaded video (YouTube) Picture Gallery Possible iTunes Podcast Subscription (linked) Site Maintenance Considerations Renewing the Countryside will be responsible for maintaining the site after the projects completion. Drupal Content Management System will be integrated into the site as requested by Renewing the Countryside for easy maintenance. 6
  9. 9. Appendix A Mood Board Authentic Authentic Authentic A
  10. 10. Appendix B Audience Profiles Name Suzy Name Dan Age 30 Age 23 Occupation Masters Student Occupation Farmer Income $40,000-$60,000 Income $20,000-$40,000 Bio Bio Suzy has grown up not thinking Dan has been raised on a farm just about where her food comes from, 30 minutes from Minneapolis all his and is now interested in the origins life. He’s proud of the work he does of what she is eating. Purchasing raising crops to provide to Minne- this cookbook is her first dabble in apolis based restaurants and gro- supporting local food endeavors ceries. Renewing the Countryside which will lead to a deeper interest is a chance for him to tell the story in local and green initiatives in not of local farming and the importance just food, but other aspects of her of it to the local economy and so- life. cial ecosystem. B