CREATIVE BRIEF

The Basics — Date: July 24, 2015

Project Name: LifeCenter Monte Carlo and Community Breakfast

Primary Client Contact: Katie Dillon

Who needs to sign off on final execution? Katie Dillon & Andi O’Malley

The Background — Summarize the program and what you want to achieve: LifeCenter would

like to add video elements to the Monte Carlo and Community Breakfast events. The purpose of the video for Monte Carlo would be to emphasize and reiterate LifeCenter’s mission to attendees while showcasing event sponsors. This video should incorporate sponsor logos, LifeCenter’s past calendar images with quotes, facts and stats in relation to organ and tissue donation. The purpose of the video for the Community Breakfast would be to add a different perspective and dive a little deeper into the lives of the speakers as an introductory tool. We want the video intro to leave the audience wanting to know more about these people.

How will you measure the success of this program? Success would be measured by the response we receive about the programs and the new elements that are incorporated. Will these elements help the audience to want to be active in their support of donation? Will it move those not yet registered to make that decision? Those would be measurements of success.

Broadly describe the style, feeling and the desired impact of the program: Inspirational, motivate people to act – either through volunteerism, registering to be a donor, advocating, support (financial or providing an avenue to reach more people with donation education)

The Audience — Who is the Primary Audience? Hospital staff and executives,

LifeCenter staff/volunteers (who are primarily recipients and donor families), representatives of the business community.

What does the audience believe before we tell them anything? That organ and tissue donation is a good thing.

What should be avoided when talking to this group? Too many number based statistics can be less effective than more emotional and personal testimony.

The Medium — How will the end result be delivered to the audience? Video.

Is there any other way you would like to consider? I like the flash drive idea you mentioned. I would like to explore that more in-depth.

Does this work need to fit with or reflect existing pieces? We have existing creative from past calendars.

Project description- scope of the work to be included in this project:

The Message — Summarize the key takeaway in one sentence: LifeCenter wants

our audience to feel inspired and empowered about the life-saving work that LifeCenter does on behalf of the community and the patients waiting for life-saving transplants.

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The Objectives — State the main objective of the program (if more than one, rank

them in order): 1. Encourage those not already registered to be donors, to do so. 2. Support LifeCenter’s mission and purpose either through volunteerism, financial or connecting us to businesses or other organizations for us to provide outreach and education.

Is there a basic strategy or positioning that will help us achieve the objective? Use of the personal story and showing imagery to help tell that story.

Broadly describe the desired style, feel and emotional impact of the program: Monte Carlo – emotional impact, not too long, but effective in conveying LifeCenter’s mission and purpose. Thanking our supporters – sponsors, donation partners – hospital staff, coroners, funeral homes, volunteers, donor families and recipients as well as the staff.

Is there a selling line or tag line for this project? Life. Pass it on.

Design Strategies — Specific colors to be used: See Style Guide

Existing material to be included: The LifeCenter and Donate Life logos

Stock footage to be used: Calendar photos

Specific music needed: The Donate Life and LifeCenter logos

Any special circumstances:

The Budget — How much money has been committed to this project? How

much would these deliverables cost? TBD

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Has the budget been approved?

What quantities do you need of the finished product?

The Deadline Specifics — Date and time of day project will be used?

Monte Carlo – October 2, 2015Community Breakfast – November 19, 2015

What date do we need to deliver the finished product?At minimum 3 weeks prior to events.

Are there any dates or times we need to be aware of where key people are only available?

N/A

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