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Developing a Creative Brief
Submit the assignment by 11:59 PM PT Sunday of Module 1.
A sound marketing plan is an essential tool for health and wellness providers as it determines direction, defines support systems, and improves chances for success. The genesis of a marketing plan is the creative brief, a document developed through initial meetings, interviews, readings, and discussions between a client and a marketing designer before any work begins.
For this assignment, you will develop a creative brief for a health and wellness center in your local community. You may use a real or hypothetical health and wellness center in your local community.
When developing a creative brief, find out everything possible about the client – strengths, weaknesses, problems, stories, the benefits of the service or product, who will benefit most – and the competition. If possible, visit the health and wellness center for a firsthand experience. In the research process, you should write everything down – even random thoughts.
Create a 1 to 2-page creative brief (not including the title and reference pages) in a Word document for your response.
Use APA format for the paper, title page, references page, and in-text citations.
Follow the steps to complete the assignment.
Step 1. Review
View the YouTube video, Creative Brief | Part 1: What is a Creative Brief, by TBA Digital to get a quick overview of the process.
Creative Brief | Part 1: What is a Creative Brief
Step 2. Describe
Describe the background of the health and wellness center – its location, how long it has been in business, the number of clients currently served, services offered, etc. – and its reason for advertising. The health and wellness center may be real or hypothetical.
Step 3. Research
Who will the center target? Who are the ideal clients? What do they have in common? Who has the greatest need? Who will benefit the most from the services and products the center offers?
Research these specific categories to identify, define, and create a target market profile of the health and wellness center’s target audience:
Step 4. Describe
Based on the target market profile from Step 3, who will benefit the most from the health and wellness center? How will they benefit? Describe the tangible and intangible benefits the target market may gain. Consider such factors as lifestyle changes, productivity and increased energy levels, confidence, appearance, relationships, etc.
Step 5. Determine Deliverables
How should we communicate with the target audience? What adjectives describe the feelings or approach? What is the best way to deliver the message to the target audience (print, TV, radio, social media, other)?
Step 6. Investigate
The development of a creative brief requires an examination of the competition and the client’s position in the marketplace. Who are the competitors? What are the challenges?
What benefits set your client apart?
Investigate competitors or similar offerings in the market using these approaches:
Internet competitive research: Many consumers now use the internet to locate health and wellness resources. To size up the competition, conduct a Google search for similar health and wellness services in your target geographic area. Visit their websites to find out how they position and differentiate themselves and the range of services and products they offer. In your search, look for articles about and interviews with the competitors.
Media competitive research: What public relations exposure are competitors achieving in the media? Scan media sources for newspaper ads, direct mail, TV and radio commercials, billboards, social media, and other outlets. What are people saying about the competition?
Analyze the competitive research data you’ve collected and use it to assemble a profile of the competition and a preliminary plan of action for becoming a market leader.
Step 7. Compile
Analyze research and organize your submission into these categories:
Background and Overview
Target Audience
Benefits to Target Audience
Job Description (Type of Advertising)
Competitors
Client’s Position in the Market and Differentiators
Conclusion
References
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