ࡱ> BDA  bjbjhZhZ 08 0_ 0_^^d$c :????????$#S&-??????? ????:,A4-U  3 0c R&_&&??????c ????&?????????^ i: Writing an effective creative project brief The following questions will help to focus on what you need from your materials, so you can write an effective brief. Its important to take time at the beginning of your project to think about: what are you trying to achieve? do you really need these materials is another part of the 5XƵ already covering this area of activity? Do you need to work collaboratively with them as part of a wider piece of work? who is your audience and how do they access information? who needs to be involved in writing the brief and signing off the project so you make sure youve involved the right people from the beginning to make it a success. how will you assess how successful your project has been? Keep an open mind and dont try to decide on the correct channel for your materials (e.g. social media, print leaflet, webpage, digital advert) until you have answered these key questions. You may realise you dont need the materials you thought you did, or that your project needs to be much more than a standalone print piece or webpage. What your brief should include Your design brief should include the following information. You can download a blank design brief template to fill out. 1) General project information Write a few lines about the background of the project - how it came about, why youre doing it, what youve done in the past, etc. 2) List out who needs to be involved in the project and what their roles/responsibilities are Who needs to be consulted, who is managing the work, who will provide the content, who will fact check and proofread, and who needs to be involved in sign off? Are there any other colleagues who need to be kept informed about the project? 3) Who is your primary audience? ( Provide enough detail to enhance everyones understanding of who the audience is. Include information about age, background, etc, if necessary, e.g. prospective students, parents, external academics. 4) How will your audience use your materials? And how will they get hold of them? Think about how you will distribute/display your materials in a way is appropriate for your audience. Can you distribute them as part of wider activity that is going on at the 5XƵ? 5) Objectives What do you want your materials to achieve? What do you want your audience to do next? 6) How will success be measured? How will you know your materials have achieved their goals? Are there any benchmarks you will be using to judge success? 7) What deliverables might you need to produce? E.g. social media campaign, landing webpage, digital advert, leaflet, poster? 8) Messages: features, benefits, values and a call to action List top features and/or facts about what you are you are promoting, and its value to target audiences the more unique the better. Proposition/key message: if you could only communicate ONE message to your audience, what would that be? The simpler the better, try doing it in 10 words or less. NB This proposition wont necessarily be used verbatim in your materials its just to help the designer drill down a key message. What do you want your audience to do once theyve engaged with your materials? This is your call to action. Other major points to get across? 9) Tone and images What do the audiences believe or think about Sussex, before we start communicating with them? What tone and imagery should we use to engage them? 10) Scheduling What is the due date for the finished work? E.g. When do you need it live on the website and/or back from print and delivered?  %+,OPQ[ds|   & 5   5 ? 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