1. The Creative Brief: The SecretIngredient That Will Make All YourContent More Powerful and EffectiveContent JamOctober 2, 2014#contentjam @nancyagoldstein @CompassX

2. 2WHY YOU NEED A CREATIVE BRIEF 3. 3 4. What Was Wrong With That Ad?4 5. Other Examples From the World of Content5 Source: whatthefuckismybrief.com 6. How Could That Happen?I dont know anything about momswith kids, but that seems painful!Dudebro, thatshilarious! Air five!6 NOTE: Quotes are from the twisted brain of Compass(x) Strategy and do not represent any actual knowledge of thesituation. Comic Sans font has been added for emphasis.The mommy focus groups saidthat sometimes they felt painwhen carrying their kids. Weshould use that! 7. 7 8. THIS CREATIVE BRIEF THING SOUNDS IMPORTANTTELL ME MORE!8 9. The Creative Brief is the Glue That Holds the Execution to theStrategy9Positioning(Reason forBeing)Growth Planand GoalsCreative BriefExecution(social, blog,video) 10. The Creative Brief Is Only Miraculous if You Use It10Before Creative BeginsWhen EvaluatingCreative 11. Where Can You Use a Creative Brief?11Website contentTopics for blog postsNew features for awesome appVideos 12. 12The Compass(x) Strategy Creative BriefOBJECTIVEWhat does this marketing piece need to communicate? What problem is it trying to solve?AUDIENCEWho is the primary audience that will receive this? A clear audience definition will guide the type of language used andthe appropriate tone.CUSTOMER THINK/FEEL/ACTNOW The goal of marketing communicationsis to change attitude (thinking andfeeling) and behavior. So, we muststart with identifying what people think,feel and do now.CUSTOMER THINK/FEEL/ACTFUTURE What are the desired attitude and actionchanges that will result from this?OUR REASON FOR BEINGWhy should the audience want to engage onthis? What is inspiring about it?SUPPORTED BY MESSAGING What are the 2-3 most compelling pointsabout why they should believe you?BRAND VOICE What is the tone in terms of languageand design that is consistent with yourbrand and your audiences attitudes andbeliefs?REQUIREMENTS Anything that someone must know is amandatory do/dont. For example, ifthere is language that cannot be usedfor regulatory reasons, or otherguidance.TIMING AND BUDGET Speaks for itself - what are yourdeadlines, any approval processes theyneed to know. What is the budget? 13. 13LETS BUILD A BRIEF 14. Two Major Groups of People Are Expected toBuy Entrepreneur Barbie Traditional stay at home moms who have daughters that loveBarbie Career minded women frustrated with their daughtersobsession with Disney princesses14 NOTE: Not actually based on fact. For wacky creative-brief exploration purposes only. 15. 15Entrepreneurial Barbie LaunchOBJECTIVESell One Billion Units of Entrepreneurial Barbie by the end of 2014AUDIENCETraditional stay at home moms who have daughters that love BarbieCUSTOMER THINK/FEEL/ACTNOW The goal of marketing communicationsis to change attitude (thinking andfeeling) and behavior. So, we muststart with identifying what people think,feel and do now.CUSTOMER THINK/FEEL/ACTFUTURE What are the desired attitude and actionchanges that will result from this?OUR REASON FOR BEINGInspiring young girls that if they candream it, they can be itSUPPORTED BY MESSAGING What are the 2-3 most compelling pointsabout why they should believe you?BRAND VOICE What is the tone in terms of languageand design that is consistent with yourbrand and your audiences attitudes andbeliefs?REQUIREMENTS Anything that someone must know is amandatory do/dont. For example, ifthere is language that cannot be usedfor regulatory reasons, or otherguidance.TIMING AND BUDGET Speaks for itself - what are yourdeadlines, any approval processes theyneed to know. What is the budget? 16. 16What is their currentlens?What does youraudience think, feel,or do now?Key messagesAs a result of yourawesome, what willthe audience thinkfeel or do in thefuture?Tone and Attitude 17. 17Entrepreneurial Barbie LaunchOBJECTIVESell One Billion Units of Entrepreneurial Barbie by the end of 2014AUDIENCECareer minded women frustrated with their daughters obsession with Disney princessesCUSTOMER THINK/FEEL/ACTNOW The goal of marketing communicationsis to change attitude (thinking andfeeling) and behavior. So, we muststart with identifying what people think,feel and do now.CUSTOMER THINK/FEEL/ACTFUTURE What are the desired attitude and actionchanges that will result from this?OUR REASON FOR BEINGInspiring young girls that if they candream it, they can be itSUPPORTED BY MESSAGING What are the 2-3 most compelling pointsabout why they should believe you?BRAND VOICE What is the tone in terms of languageand design that is consistent with yourbrand and your audiences attitudes andbeliefs?REQUIREMENTS Anything that someone must know is amandatory do/dont. For example, ifthere is language that cannot be usedfor regulatory reasons, or otherguidance.TIMING AND BUDGET Speaks for itself - what are yourdeadlines, any approval processes theyneed to know. What is the budget? 18. 18What is their currentlens?What does youraudience think, feel,or do now?Key messagesAs a result of yourawesome, what willthe audience thinkfeel or do in thefuture?Tone and Attitude 19. With the Compass(x) Strategy Creative Brief, You Will Now..19Bond more with your companys leadership teamCry lessHave less back strainLook like an officialcontent marketerIf you look tired and crazy,people will understand why 20. 20Nancy GoldsteinChief StrategistCompass(x) Strategy(e) nancy@compassxstrategy.com(c) 773-255-4853(t) @CompassX(t) @NancyAGoldstein