Tuesday 2 25- Messaging Part Deux
- 2. Week 8, Day 1 Messaging Messaging- Part Deux •Terms of the trade: •creative brief- document that provides guidelines for developing creative executions; instructions for creative team; usually includes the following: •background summary- Who is the client? What are we doing? •overview- What is the project and why? •drivers- Goals for the project? purpose? Top 3 objectives? •audience- Who? Why should they care? •tone- How should we be communicating? Adjectives to describe the approach? •message formats/approach- what do we want the takeaway to be? •print? outdoor? OOH? non-media (t-shirts, phone messages, etc.) •additional details •list of deliverables •schedule, limitations? •sacred cows? •deadlines, approvals, etc. •key opportunities
- 3. Week 8, Day 1 Messaging Messaging- Creative Briefs SAMPLE TEMPLATES
- 4. Week 8, Day 1 Messaging Messaging- Creative Briefs SAMPLE BRIEFS
- 5. Week 8, Day 1 Messaging Messaging- Creative Briefs SAMPLE BRIEFS
- 9. Week 8, Day 1 Messaging Creative Tools Manifestos •Manifestos- a brand and its philosophy brought to life, creatively in an inspiring narrative form •a rallying cry •“a catchy way of identifying what makes your brand unique. It’s your plan for a better world, a declaration of independence, and a moral compass that will guide and define your brand.” - Pivot Marketing •We believe in __________ and that’s why we ____________. •creative’s mission statement
- 12. Week 8, Day 1 Messaging Creative Tools Manifestos Manifesto 1 Manifesto 2
- 13. Week 8, Day 1 Messaging Messaging Copy •Radio Scripts •:60, :30, :15, :10, :05 •TV Scripts •:60, :30, :15 •smaller spots are usually tag and logo only
- 15. Week 8, Day 1 Print Ads
- 16. Week 8, Day 1 Print Ads
- 17. Week 8, Day 1 Messaging Lab Assignment/Homework: •A.C.T.- MESSAGING •LA/HW#7: MY MANIFESTO •Write a manifesto for yourself/your brand •format is up to you- video, audio, written, designed •Due: 10/15
- 18. Week 8, Day 1 Messaging Thought of the Day: One's philosophy is not best expressed in words; it is expressed in the choices one makes... and the choices we make are ultimately our responsibility. -Eleanor Roosevelt
Editor's Notes
- #3: How do they get to these final product to this creative from the goals, objectives, strategies, etc....? Where do they get the information?
- #10: can turn into creative concept...
- #11: Dockers: MAN-ifesto Lululemon
- #12: Dockers: MAN-ifesto Lululemon
- #18: what are you about? what represents you? what is your philosophy? none of you are blank pages so black words on white paper in 12 font won’t cut it.