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Ideation
Background
Insight
Idea
Execution
Background
Record your Research of the Clients Product/Service
Record your Research of the Clients Market/Industry
Record your Research of the Clients Target Audience
Insight
Identify the Insight of Your Campaign.
This is your core message - The statement you want to make.
It should be something that your target audience connects with or relates to.
It should give your target audience value.
It should reflect your brand, offering, research and target audience and should ALWAYS be based on an undeniable truth.
Idea
Identify the Title of your Campaign.
It should summarise your Campaign in a few words. It could be hashtag if relevant.
Give an overview of your Campaign will run. Be clear about what your audience will experience (as well as where and when).
If there are different stages to your Campaign, clearly explain each stage, in order.
Finish with a statement that clearly explains how your idea expresses your Insight, reaches your target audience and answers the brief.
Execution
Explain the different Executions of your Campaign - It's good practice to start with 3 Executions per Campaign.
For each Execution you must explain:
1 - The Advert Type/Media Selection. Include ad dimensions and ad lengths where relevant.
2 - The Ad's Creative - Imagery, Headlines, Long Copy and Call-to-Action (where relevant).
3 - Exactly how this ad communicates your Campaign Idea and answers the brief.
Execution 1
Execution 2
Execution 3
Creative Concept
Key Research
Core Insight
Creative Idea
Campaign Execution
Links
Blog
Rusources
SMART Objective Maker
Target Audience Maker
Customer Profile Maker
Social Post Maker
Ideation Tool
Storyboard Tool
Evaluation Tool
Task Planner
Poster Maker
PESTEL Analysis Tool
4Ps Analysis Tool
SWOT Tool
Media Strategy Tool
Brief Summary Tool
Marketing Audits
Communications Audits
Practice Briefs