The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
Content Jam 2015: Great Content Starts Here: Positioning is More Than a State...Orbit Media Studios
Before you even start writing your content, it helps if you’ve defined your target customer and understand what your company’s core message platforms are. Developing a positioning statement will help you do both of those things and more!
In this workshop you’ll learn:
The 5 key things you need to know to talk clearly about your company
Using your positioning statement to create personas
Using positioning as a springboard for messaging
How to refine your company's existing positioning
Back to basics: Creative brief workshop
Becky McOwen-Banks
Before great creative work can be done it's key to create the environment in which creative work can be produced.
In this pres we look at the processes and provide a few tips for those with a hankering for effective creative work. Skewed for the in-house relationships but applicable for anyone involved in the creative process.
Covers: structure, department relationships, Briefs, idea generation, evaluating creative work and feedback
This 10 step cheat sheet for writing effective marketing briefs is a useful, easy to use guide and aide-memoire. When you need your team or agency to hit the ground running, there’s no better starting point than a solid marketing brief.
If any of the 10 steps in this cheat sheet don’t apply to your project, that’s fine – just leave them out. And if you think we’ve left off any important points that should be included in a marketing brief, please let us know!
If you cover-off the relevant points in your marketing brief, you can be confident you’ll have a professional foundation for your project. Everyone involved will have a thorough, consistent understanding of the job at hand – and be able to get going, fast.
We hope you find our 10 step cheat sheet to writing an effective marketing brief helpful.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
Content Jam 2015: Great Content Starts Here: Positioning is More Than a State...Orbit Media Studios
Before you even start writing your content, it helps if you’ve defined your target customer and understand what your company’s core message platforms are. Developing a positioning statement will help you do both of those things and more!
In this workshop you’ll learn:
The 5 key things you need to know to talk clearly about your company
Using your positioning statement to create personas
Using positioning as a springboard for messaging
How to refine your company's existing positioning
Back to basics: Creative brief workshop
Becky McOwen-Banks
Before great creative work can be done it's key to create the environment in which creative work can be produced.
In this pres we look at the processes and provide a few tips for those with a hankering for effective creative work. Skewed for the in-house relationships but applicable for anyone involved in the creative process.
Covers: structure, department relationships, Briefs, idea generation, evaluating creative work and feedback
This 10 step cheat sheet for writing effective marketing briefs is a useful, easy to use guide and aide-memoire. When you need your team or agency to hit the ground running, there’s no better starting point than a solid marketing brief.
If any of the 10 steps in this cheat sheet don’t apply to your project, that’s fine – just leave them out. And if you think we’ve left off any important points that should be included in a marketing brief, please let us know!
If you cover-off the relevant points in your marketing brief, you can be confident you’ll have a professional foundation for your project. Everyone involved will have a thorough, consistent understanding of the job at hand – and be able to get going, fast.
We hope you find our 10 step cheat sheet to writing an effective marketing brief helpful.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
These are the slides from a workshop I delivered for the CIPR Scotland. It was a PR professionals workshop, meant to give them the skills to take a proper creative brief in order to, in turn, brief a designer to produce the creatives.
The Good Brief - a no-frills guide to writing creative briefsKam Fatt Chen
A simple, no-nonsense guide to writing creative briefs that work. Complete with tips, pointers and cheat sheets to help you focus and distill the things that really to write an effective creative brief.
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
Out-Think | Marketing Start-ups, From The Ground UpBen Grossman
For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) competitors. This presentation was originally developed and delivered by Ben Grossman for the Microsoft BizSpark Incubation Week for Windows 7 at the Microsoft Technology Center in Boston, MA.
United Way Ground Floor Marketing Workshop: Brand Positioning for Social Ente...Aassia Haq
A 2.5 hour workshop given in Spring 2014 to the social enterprise startups & their leader entrepreneurs funded by the United Way Ground Floor program in Dallas.
The workshop helped them to demystify marketing science and measurably impact their brand messaging.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Strategy is central to the success of the business, yet most CEO and founders don't make time for structured discussions about strategy with their team. This post provides some guidelines and resources.
If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
These are the slides from a workshop I delivered for the CIPR Scotland. It was a PR professionals workshop, meant to give them the skills to take a proper creative brief in order to, in turn, brief a designer to produce the creatives.
The Good Brief - a no-frills guide to writing creative briefsKam Fatt Chen
A simple, no-nonsense guide to writing creative briefs that work. Complete with tips, pointers and cheat sheets to help you focus and distill the things that really to write an effective creative brief.
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
Out-Think | Marketing Start-ups, From The Ground UpBen Grossman
For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) competitors. This presentation was originally developed and delivered by Ben Grossman for the Microsoft BizSpark Incubation Week for Windows 7 at the Microsoft Technology Center in Boston, MA.
United Way Ground Floor Marketing Workshop: Brand Positioning for Social Ente...Aassia Haq
A 2.5 hour workshop given in Spring 2014 to the social enterprise startups & their leader entrepreneurs funded by the United Way Ground Floor program in Dallas.
The workshop helped them to demystify marketing science and measurably impact their brand messaging.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Strategy is central to the success of the business, yet most CEO and founders don't make time for structured discussions about strategy with their team. This post provides some guidelines and resources.
If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Training presentation on strategic account planning for PR professionals covering what planners do, where to get insights and the ingredients for a strategy.
Learn the essentials of building a documented content marketing strategy, from our Co-Founder and Chief Content Officer, Debbie Williams. Set goals and KPIs, develop buyer personas and an SEO plan, and map editorial content ideas to your buyer's journey. Filled with data, insights, and dozens of ideas for generating content ideas that will deliver results. www.sproutcontent.com
We will share how to truly evaluate how well your company is marketing itself. When it comes down to actually evaluating PR initiatives, organizations aren't exactly sure. Marketing and PR is considered > intangible in terms of its ROI and associating an actual matrix to its value. Companies know that they need it but consider it a gray area when it comes to setting expectations for their in-house team as well as for their public relation agency, if they have one.
Here are just a few of the questions we will consider along with the importance of why we are considering them:
Is your company vision clearly mapped out for today and for future products and/or services as a context for all company communications?
Have you developed your company's key messages for each unique audience and defined competitive differentiators?
Are you utilizing a matrix to measure the overall success in communicating the company's key messages effectively?
Are you getting placements in at least 50% of relevant editorial opportunities? How do you know?
In producing third-party endorsements, customer testimonials, and success studies, how are you marketing them?
Are you actively seeking award opportunities? How many awards have you received so far this year?
Have you conducted a perception study to understand how your key constituents perceive your company?
We will provide a "How To" PR guide and explain the importance of measuring the results. PR performance measurement encompasses a measure of business value, of strategic alignment and of marketing efficiency. It can seem too abstract to fit easily into a concrete measurement like it does for sales but through our 10 plus years of PR experience, we definitely have seen the PR measurement matrix evolve. Our presentation will help organizations get a handle on setting PR expectations as well as how to successfully fulfill those expectations. We are excited to share with the group through our experience, industry research and customer stories on how organizations are able to evaluate what PR investments they should make along with how to measure their outcome and success.
This is the recent deck from a new workshop we rolled out this year. If you would like to learn a little more about customer journey design through conversation or having a workshop please check out foryourinnovation.co.uk
Content Marketing: Publishing is the New MarketingJoe Pulizzi
Original presentation given in Slovenia by Joe Pulizzi, Junta42 at the POMP Forum - Content Marketing and why Publishing is the New Marketing. Discusses the move from traditional media to content initiatives and why brands are the new publishers. Also includes the eight steps to developing a content marketing strategy.
Content Marketing: An expert discussion on effective online content strategiesFluid
The content marketing world is a fun yet complex environment. It should be a major part of all internet marketing strategies and something your business shines at. We cover everything you need to know from beginner to expert topics. If you have to ask yourself, "What is content marketing?" - you'll get that answer here. If you are an expert, you might simply enjoy hearing firsthand stories from Fluid Advertising's and the More Good Foundation's content creators. Whether your focus is on B2C or B2B content marketing, this presentation will help you think critically about your process and find ways to build more successful, sharable content. We hope you enjoy!
b2b content marketing
what is content marketing
content marketing examples
digital content marketing
content marketing manager
This presentation will help you understand how to:
Develop short- mid- and long-term business, sales and marketing goals and related objectives
Prepare your corporate Mission and Vision statement
Understand brand positioning and its importance
Recognize ideal target clients
Determine competitive factors that affect your market position
Define the elements that will shape your marketing budget
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The Creative Brief: Your Content Marketing Secret Weapon Content Jam 2015
1. THE CREATIVE BRIEF
THE SECRET INGREDIENT THAT WILL MAKE ALL YOUR
CONTENT MORE POWERFUL AND EFFECTIVE
November 5, 2015
#contentjam @nancyagoldstein @CompassX
8. CONNECT THE EXECUTION TO THE STRATEGY
8
Positioning
(Reason for Being)
Growth Plan and
Goals
Creative Brief Execution
(social, blog,
video…)
Doing stuff that matters most
On-strategy creative
Higher ROI
Stronger brands
Kick-assery
WHICH HELPS YOU ACHIEVE…
CREATIVE BRIEFS ARE THE MISSING LINK
9. WHERE CAN YOU USE A CREATIVE BRIEF?
9
Topics for blog posts
Websites
Events
New products and services
10. THE CREATIVE BRIEF IS ONLY MIRACULOUS
IF YOU USE IT
10
Before Creative Begins When Evaluating Creative
12. 12
THE COMPASS(X) STRATEGY CREATIVE BRIEF
OBJECTIVE
What does this marketing piece need to communicate? What problem is it trying to solve?
CUSTOMER THINK/FEEL/
ACT NOW
• The goal of marketing
communications is to change
attitude (thinking and feeling)
and behavior. So, we must start
with identifying what people
think, feel and do now.
CUSTOMER THINK/FEEL/
ACT FUTURE
• What are the desired attitude
and action changes that will
result from this?
OUR REASON FOR BEING
Why should the audience want to
engage on this? What is inspiring
about it?
SUPPORTED BY MESSAGING
• What are the 2-3 most compelling
points about why they should
believe you?
BRAND VOICE
• What is the tone in terms of
language and design that is
consistent with your brand and
your audience’s attitudes and
beliefs?
REQUIREMENTS
• Anything that someone must know is a
mandatory do/don’t. For example, if
there is language that cannot be used for
regulatory reasons, or other guidance.
TIMING AND BUDGET
• Speaks for itself - what are your
deadlines, any approval
processes they need to know.
What is the budget?
AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of
language used and the appropriate tone.
13. 13
THE COMPASS(X) STRATEGY CREATIVE BRIEF
OBJECTIVE
What does this marketing piece need to communicate? What problem is it trying to solve?
CUSTOMER THINK/FEEL/
ACT NOW
• The goal of marketing
communications is to change
attitude (thinking and feeling)
and behavior. So, we must start
with identifying what people
think, feel and do now.
CUSTOMER THINK/FEEL/
ACT FUTURE
• What are the desired attitude
and action changes that will
result from this?
OUR REASON FOR BEING
Why should the audience want to
engage on this? What is inspiring
about it?
SUPPORTED BY MESSAGING
• What are the 2-3 most compelling
points about why they should
believe you?
BRAND VOICE
• What is the tone in terms of
language and design that is
consistent with your brand and
your audience’s attitudes and
beliefs?
REQUIREMENTS
• Anything that someone must know is a
mandatory do/don’t. For example, if
there is language that cannot be used for
regulatory reasons, or other guidance.
TIMING AND BUDGET
• Speaks for itself - what are your
deadlines, any approval
processes they need to know.
What is the budget?
AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of
language used and the appropriate tone.
14. DEFINING YOUR AUDIENCE IS CRITICAL
14
ALL WOMEN, PEOPLE WHO USE TECHNOLOGY, OR WHO LOVE FOOD ARE NOT THE SAME!
20-SOMETHING WOMAN 20-SOMETHING WOMAN
15. BUSINESSES DON’T BUY SERVICES. PEOPLE DO.
15
SALES
Sell smarter and faster with the
world’s #1 CRM
MARKETING
The future of marketing is 1 to 1
customer journeys
CUSTOMER SERVICE
Support every customer. Anytime.
Anywhere.
The SALESForce customer success platform helps companies connect to their
customers in a whole new way
SALESFORCE BREAKS IT DOWN
16. 16
THE COMPASS(X) STRATEGY CREATIVE BRIEF
OBJECTIVE
What does this marketing piece need to communicate? What problem is it trying to solve?
CUSTOMER THINK/FEEL/
ACT NOW
• The goal of marketing
communications is to change
attitude (thinking and feeling)
and behavior. So, we must start
with identifying what people
think, feel and do now.
CUSTOMER THINK/FEEL/
ACT FUTURE
• What are the desired attitude
and action changes that will
result from this?
OUR REASON FOR BEING
Why should the audience want to
engage on this? What is inspiring
about it?
SUPPORTED BY MESSAGING
• What are the 2-3 most compelling
points about why they should
believe you?
BRAND VOICE
• What is the tone in terms of
language and design that is
consistent with your brand and
your audience’s attitudes and
beliefs?
REQUIREMENTS
• Anything that someone must know is a
mandatory do/don’t. For example, if
there is language that cannot be used for
regulatory reasons, or other guidance.
TIMING AND BUDGET
• Speaks for itself - what are your
deadlines, any approval
processes they need to know.
What is the budget?
AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of
language used and the appropriate tone.
17. EXAMPLE: METHOD CLEANING PRODUCTS
17
PEOPLE WEREN’T LOOKING FOR TOXIC-FREE CLEANING
“It’s as if you found out Skittles are good for you,”
- Method co-founder Eric Ryan
Source: NYT, Ads for Method Celebrate the Madness. By STUART ELLIOTTMARCH 12, 2012
18. 18
THE COMPASS(X) STRATEGY CREATIVE BRIEF
OBJECTIVE
What does this marketing piece need to communicate? What problem is it trying to solve?
CUSTOMER THINK/FEEL/
ACT NOW
• The goal of marketing
communications is to change
attitude (thinking and feeling)
and behavior. So, we must start
with identifying what people
think, feel and do now.
CUSTOMER THINK/FEEL/
ACT FUTURE
• What are the desired attitude
and action changes that will
result from this?
OUR REASON FOR BEING
Why should the audience want to
engage on this? What is inspiring
about it?
SUPPORTED BY MESSAGING
• What are the 2-3 most compelling
points about why they should
believe you?
BRAND VOICE
• What is the tone in terms of
language and design that is
consistent with your brand and
your audience’s attitudes and
beliefs?
REQUIREMENTS
• Anything that someone must know is a
mandatory do/don’t. For example, if
there is language that cannot be used for
regulatory reasons, or other guidance.
TIMING AND BUDGET
• Speaks for itself - what are your
deadlines, any approval
processes they need to know.
What is the budget?
AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of
language used and the appropriate tone.
19. WAIT! WHAT IF I HAVE MULTIPLE AUDIENCES?
19
EXAMPLE: ENGINE PARTS MANUFACTURER
Think / Feel / Do
AUTOMOTIVE INDUSTRY AEROSPACE INDUSTRY
ƞ
= Think / Feel / Do
Think / Feel / Do Think / Feel / Do
=
=≠
Same
Different
BRIEF AND
MESSAGING
Reason for Being
23. 23
THE COMPASS(X) STRATEGY CREATIVE BRIEF
OBJECTIVE
Develop a content plan to increase purchases of T&N mattresses in the Midwest
CUSTOMER THINK/FEEL/
ACT NOW
• The goal of marketing
communications is to change
attitude (thinking and feeling)
and behavior. So, we must start
with identifying what people
think, feel and do now.
CUSTOMER THINK/FEEL/
ACT FUTURE
• What are the desired attitude
and action changes that will
result from this?
OUR REASON FOR BEING
Why should the audience want to
engage on this? What is inspiring
about it?
SUPPORTED BY MESSAGING
• What are the 2-3 most compelling
points about why they should
believe you?
BRAND VOICE
• What is the tone in terms of
language and design that is
consistent with your brand and
your audience’s attitudes and
beliefs?
REQUIREMENTS
• Anything that someone must know is a
mandatory do/don’t. For example, if
there is language that cannot be used for
regulatory reasons, or other guidance.
TIMING AND BUDGET
• Speaks for itself - what are your
deadlines, any approval
processes they need to know.
What is the budget?
AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of
language used and the appropriate tone.
24. 24
THE COMPASS(X) STRATEGY CREATIVE BRIEF
OBJECTIVE
Develop a content plan to increase purchases of T&N mattresses in the Midwest
CUSTOMER THINK/FEEL/
ACT NOW
• The goal of marketing
communications is to change
attitude (thinking and feeling)
and behavior. So, we must start
with identifying what people
think, feel and do now.
CUSTOMER THINK/FEEL/
ACT FUTURE
• What are the desired attitude
and action changes that will
result from this?
OUR REASON FOR BEING
Why should the audience want to
engage on this? What is inspiring
about it?
SUPPORTED BY MESSAGING
• What are the 2-3 most compelling
points about why they should
believe you?
BRAND VOICE
• What is the tone in terms of
language and design that is
consistent with your brand and
your audience’s attitudes and
beliefs?
REQUIREMENTS
• Anything that someone must know is a
mandatory do/don’t. For example, if
there is language that cannot be used for
regulatory reasons, or other guidance.
TIMING AND BUDGET
• Speaks for itself - what are your
deadlines, any approval
processes they need to know.
What is the budget?
AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of
language used and the appropriate tone.
25. 25
THE COMPASS(X) STRATEGY CREATIVE BRIEF
OBJECTIVE
Develop a content plan to increase purchases of T&N mattresses in the Midwest
CUSTOMER THINK/FEEL/
ACT NOW
• The goal of marketing
communications is to change
attitude (thinking and feeling)
and behavior. So, we must start
with identifying what people
think, feel and do now.
CUSTOMER THINK/FEEL/
ACT FUTURE
• What are the desired attitude
and action changes that will
result from this?
OUR REASON FOR BEING
Craftsmanship without the
gimmicks
• Highest rated mattress in world
• Designed and mfg in US
• Transparent mfg and pricing
• Created by Silicon Valley guys
BRAND VOICE
• What is the tone in terms of
language and design that is
consistent with your brand and
your audience’s attitudes and
beliefs?
REQUIREMENTS
• Anything that someone must know is a
mandatory do/don’t. For example, if
there is language that cannot be used for
regulatory reasons, or other guidance.
TIMING AND BUDGET
• Speaks for itself - what are your
deadlines, any approval
processes they need to know.
What is the budget?
AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of
language used and the appropriate tone.