Creative brief for the Chamber of Commerce directory of members

1. Creative Brief
Chamber of Commerce
Directory of Members
Project objective/KPIs:
Submission/approval date:
1pm on Monday 26th January
Project due date:
5pm on Tuesday 27th January
 fixed date □ flexible
Project budget:
£900.00 incl. VAT for one ad and an entry
Order number:
834990
Project stakeholder:
Brief given by project manager
Samuel Chatelain
Taken by designer
Richard Whiteford
Approved by Director
Julian Przygrodzki
Primary objectives
① Promote products ⃝ Promote service ② Customer service ③ Edge on the competition ⃝ Showcase
Secondary objectives
❶ Branding/Awareness ❷ Generate leads ⃝ Download information ⃝ Advertisement
⃝ Informational ⃝ Promote the brand proposition
KPI: Number of inquiries, leads and sales made per marketing source CoC-DoM
The chambers of commerce receive over 250,000 business enquiries every year

2. Media strategy in brief
Project specs
• Specification:
1. Full left page in colour - 254 x 178 mm
1. SECTOR FOCUS: TELECOMMUNICATIONS
2. From Page 39
2. Bold Type Entry in the Directory
• Company name
• Company Address
• Telephone number
• Fax number
• Website address
• Email address
• Quantity/Distribution
– Over 15,000 print copies are sent direct to members
nationwide
– Over 50,000 digital copies which will also include
hyperlinks to your website and any given email addresses
• Timing: Directory listing and display advert for
one year
Tone of voice & design element
• XLN design elements
– Tone of voice/personality of XLN creative
– Advertising and branding guideline
– PMS/Pantone Colour Guideline
• Preferable colours, layout
– Selection of images:
• Appropriate images that reflect or
complement objectives, target
audience and tone
– e.g. map of England
• High quality and high resolution –
minimum:
– 70dpi for digital banners
– 150dpi for outdoor banners
– 300dpi for print
– Visual spectrum:• Deliverable:  Offline  Online
 Advert □ Insert □ Brochure
□ Banners □ Posters □ Leaflets
□ Signage □ Event materials (invitations, name cards, etc)
 Other: directory listing
Formal Bold
Subtle Casual

3. Audience and competition
Audience
• Primary and secondary Target audience / segment
– Start up, targeting SME members of chamber of commerce
– LOCAL CIRCULATION
The Chambers’ own information service. The Directory is used as
a primary information source to answer thousands of enquiries
received annually.
• All Members of the Chambers of Commerce within
the region.
• Local Authorities.
• Business Links, Skills Funding Agencies and Regional
Development Associations.
• All Directory Advertisers.
– NATIONAL CIRCULATION
• Chambers of Commerce members in UK
• Exhibition Centres UK
• Major Commercial & Industrial Companies.
• Foreign Chambers of Commerce in UK
– INTERNATIONAL CIRCULATION
The directory is sent to over 137 countries world wide and its
transcript comes in 4 languages, English, Spanish, French and
German
• Chamber of Commerce Head Offices.
• UK Embassies
• UK Trade and Investments.
• Overseas diplomatic list.
• Exhibitions Centres world-wide.
• Trade delegations, both UK and overseas.
• Audience's interest and typical behaviour
– They pay for their chamber of commerce membership and
they need to account for the money invested
Competitive landscape
Direct Indirect Incipient
Telecom
Telecom (7980)
• Advance
Telephone
Systems
• BT London
• Edison Telecom
• Inmarsat Global
Ltd
Television Facilities
and Services (8012)
Installation
Engineers (4440)
Radio
Communications &
Equipment (6543)
Telecom
Consultant (7982)
Service Engineers
(?)
Outsourced
Wireless Networks
(5712AA)
Technical
Consultancy
(7976A)
CPS
Finance,
Commercial (3220)
Online Payments
Services (5685A)
Finance Brokers
(3215)
Energy
Gas Supply (3815)
Utility suppliers
(8616): THAMES
WATER
Energy Efficiency
and Management
(2683)
Energy Renewable
(2685A)
Water supply
Engineers, Gas
(2759)
Gas, Oil &
Petrochemical
engineers (3813)
Solar Systems
(7481)
Heating Elements
(4200)
Utility Tariff
Analysis: United
Utilities Ltd
Service Engineers:
(7131): Emcor
Facilities Services
Ltd

4. Communication strategy in brief
Key Messages
• Single-minded key message in one sentence
We’re proud that over 250,000 small business customers have chosen
to join us over the years and make XLN savings on their essential
savings from Phone and Broadband, to Energy and Card Payment
services – The savings really add up!
• Rational: No pricing because it is for one year
• USP and benefits:
Mandatory Info and CTA
• Logo
• Caveats, disclaimers
• Call to action/Response
– Tracking a Gamma DDI:
• Number: 0800 652 1779
• Office: 48
• Marketing Source: CoC-DoM
– Other contact information
• Contact Company name:
– XLN for small business
• Company Address:
– First Floor
– Millbank Tower,
– 21-24 Millbank
– London SW1P 4QP
• URL:
– www.xln.co.uk
See xln.co.uk for more content
Unique Selling
Propositions
Key benefits to highlight
XLN
5 reasons to choose XLN
We’re XLN we support small businesses just like yours
Phone We operate on one of the largest Phone networks in the UK
Broadband
We offer Broadband packages built for business, so we’re super
speedy.
Mobile
We offer free calls to XLN mobile and landline, helping businesses
save money
Card Processing We have one of the fastest electronic sign ups in the UK
Energy We can help you save up to 40% on your Gas or Electricity

5. Content for the advert
Preferred visuals (xln.co.uk) Approved content
“WE’RE PROUD THAT OVER
250,000
SMALL BUSINESSES HAVE CHOSEN TO JOIN US OVER THE YEARS
TO MAKE XLN SAVINGS ON THEIR ESSENTIAL SERVICES.”
From Lands End to John o’Groats, we pride ourselves on keeping
Britain up and running. Delivering Great British Service to every
different type of business across every corner of the UK. Helping
keep costs down on Phone, Mobile, Broadband, Card Payments
and Energy – the savings really stack up!
Whatever your business, we’ll tailor services to suit your exact
needs. Call today to see how much you could save!
• Phone
• Broadband
• Mobile
• Card Processing
• Energy
www.xln.co.uk
0800 652 1779

6. Design example of an
advert from the publisher
• 3 key services
• 1 strap line
• CTAs

7. XLN approved designs
Left-hand page design Right-hand page design

8. Approved entries per category
Categories Bold Type Entries
Telecommunications (7980)
XLN TELECOM
First Floor, Millbank Tower, 21-24 Millbank, London SW1P 4QP Tel 0800
652 1779 Internet www.xln.co.uk
See display advertisement in Prestige Showcase
Finance, Commercial (3220)
XLN CARD PROCESSING
First Floor, Millbank Tower, 21-24 Millbank, London SW1P 4QP Tel 0800
652 1779 Internet www.xln.co.uk
See display advertisement in Prestige Showcase
Utility suppliers (8616) XLN ENERGY
First Floor, Millbank Tower, 21-24 Millbank, London SW1P 4QP Tel 0800
652 1779 Internet www.xln.co.uk
See display advertisement in Prestige ShowcaseGas Supply (3815)
Digital Link to last years directory
http://content.yudu.com/Library/A36983/LondonChamberDirecto/resources/index.htm?referrerUrl=http%3A%2F%2Ffree.yudu.com%2Fitem
%2Fdetails%2F2412441%2FLondon-Chamber-Directory-2014-15