THE CREATIVE BRIEFTHE SECRET INGREDIENT THAT WILL MAKE ALL YOUR CONTENT MORE POWERFUL AND EFFECTIVE

November 5, 2015

#contentjam @nancyagoldstein @CompassX

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I’VE MADE A TERRIBLE MISTAKE.

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WHAT WAS WRONG WITH THAT AD?

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SO MANY THINGS…….

OTHER (HILARIOUS) EXAMPLES

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FROM THE INTERNET….SO I AM SURE THEY ARE REAL

Source: whatthefuckismybrief.com

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THIS WILL END BADLY.

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I’M SERIOUS. PAY ATTENTION.

CONNECT THE EXECUTION TO THE STRATEGY

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Positioning (Reason for Being)

Growth Plan and Goals

Creative Brief Execution (social, blog, video…)

Doing stuff that matters most On-strategy creative Higher ROI Stronger brands Kick-assery

WHICH HELPS YOU ACHIEVE…

CREATIVE BRIEFS ARE THE MISSING LINK

WHERE CAN YOU USE A CREATIVE BRIEF?

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!

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Topics for blog posts

Websites

Events

New products and services

#

$

THE CREATIVE BRIEF IS ONLY MIRACULOUS IF YOU USE IT

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Before Creative Begins When Evaluating Creative

ANATOMY OF THE CREATIVE BRIEF

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THE COMPASS(X) STRATEGY CREATIVE BRIEF

OBJECTIVE What does this marketing piece need to communicate? What problem is it trying to solve?

CUSTOMER THINK/FEEL/ACT NOW • The goal of marketing

communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

CUSTOMER THINK/FEEL/ACT FUTURE • What are the desired attitude

and action changes that will result from this?

OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it?

SUPPORTED BY MESSAGING • What are the 2-3 most compelling

points about why they should believe you?

BRAND VOICE • What is the tone in terms of

language and design that is consistent with your brand and your audience’s attitudes and beliefs?

REQUIREMENTS • Anything that someone must know is a

mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

TIMING AND BUDGET • Speaks for itself - what are your

deadlines, any approval processes they need to know. What is the budget?

AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

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THE COMPASS(X) STRATEGY CREATIVE BRIEF

OBJECTIVE What does this marketing piece need to communicate? What problem is it trying to solve?

CUSTOMER THINK/FEEL/ACT NOW • The goal of marketing

communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

CUSTOMER THINK/FEEL/ACT FUTURE • What are the desired attitude

and action changes that will result from this?

OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it?

SUPPORTED BY MESSAGING • What are the 2-3 most compelling

points about why they should believe you?

BRAND VOICE • What is the tone in terms of

language and design that is consistent with your brand and your audience’s attitudes and beliefs?

REQUIREMENTS • Anything that someone must know is a

mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

TIMING AND BUDGET • Speaks for itself - what are your

deadlines, any approval processes they need to know. What is the budget?

AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

DEFINING YOUR AUDIENCE IS CRITICAL

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ALL WOMEN, PEOPLE WHO USE TECHNOLOGY, OR WHO LOVE FOOD ARE NOT THE SAME!

20-SOMETHING WOMAN 20-SOMETHING WOMAN

BUSINESSES DON’T BUY SERVICES. PEOPLE DO.

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SALES Sell smarter and faster with the

world’s #1 CRM

MARKETING The future of marketing is 1 to 1

customer journeys

CUSTOMER SERVICE Support every customer. Anytime.

Anywhere.

The SALESForce customer success platform helps companies connect to their customers in a whole new way

SALESFORCE BREAKS IT DOWN

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THE COMPASS(X) STRATEGY CREATIVE BRIEF

OBJECTIVEWhat does this marketing piece need to communicate? What problem is it trying to solve?

CUSTOMER THINK/FEEL/ACT NOW • The goal of marketing

communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

CUSTOMER THINK/FEEL/ACT FUTURE • What are the desired attitude

and action changes that will result from this?

OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it?

SUPPORTED BY MESSAGING • What are the 2-3 most compelling

points about why they should believe you?

BRAND VOICE • What is the tone in terms of

language and design that is consistent with your brand and your audience’s attitudes and beliefs?

REQUIREMENTS • Anything that someone must know is a

mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

TIMING AND BUDGET • Speaks for itself - what are your

deadlines, any approval processes they need to know. What is the budget?

AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

EXAMPLE: METHOD CLEANING PRODUCTS

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PEOPLE WEREN’T LOOKING FOR TOXIC-FREE CLEANING

“It’s as if you found out Skittles are good for you,” - Method co-founder Eric Ryan

Source: NYT, Ads for Method Celebrate the Madness. By STUART ELLIOTTMARCH 12, 2012

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THE COMPASS(X) STRATEGY CREATIVE BRIEF

OBJECTIVEWhat does this marketing piece need to communicate? What problem is it trying to solve?

CUSTOMER THINK/FEEL/ACT NOW • The goal of marketing

communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

CUSTOMER THINK/FEEL/ACT FUTURE • What are the desired attitude

and action changes that will result from this?

OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it?

SUPPORTED BY MESSAGING • What are the 2-3 most compelling

points about why they should believe you?

BRAND VOICE • What is the tone in terms of

language and design that is consistent with your brand and your audience’s attitudes and beliefs?

REQUIREMENTS • Anything that someone must know is a

mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

TIMING AND BUDGET • Speaks for itself - what are your

deadlines, any approval processes they need to know. What is the budget?

AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

WAIT! WHAT IF I HAVE MULTIPLE AUDIENCES?

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EXAMPLE: ENGINE PARTS MANUFACTURER

Think / Feel / Do

AUTOMOTIVE INDUSTRY AEROSPACE INDUSTRY

%&

= Think / Feel / Do

Think / Feel / Do Think / Feel / Do

=

=≠

Same

Different

BRIEF AND MESSAGING

Reason for Being

WHAT IF I CAN’T ANSWER A SECTION?

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' ( )

LET’S DO THIS!

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Craftsmanship without the gimmicks.

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THE COMPASS(X) STRATEGY CREATIVE BRIEF

OBJECTIVE Develop a content plan to increase purchases of T&N mattresses in the Midwest

CUSTOMER THINK/FEEL/ACT NOW • The goal of marketing

communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

CUSTOMER THINK/FEEL/ACT FUTURE • What are the desired attitude

and action changes that will result from this?

OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it?

SUPPORTED BY MESSAGING • What are the 2-3 most compelling

points about why they should believe you?

BRAND VOICE • What is the tone in terms of

language and design that is consistent with your brand and your audience’s attitudes and beliefs?

REQUIREMENTS • Anything that someone must know is a

mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

TIMING AND BUDGET • Speaks for itself - what are your

deadlines, any approval processes they need to know. What is the budget?

AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

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THE COMPASS(X) STRATEGY CREATIVE BRIEF

OBJECTIVE Develop a content plan to increase purchases of T&N mattresses in the Midwest

CUSTOMER THINK/FEEL/ACT NOW • The goal of marketing

communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

CUSTOMER THINK/FEEL/ACT FUTURE • What are the desired attitude

and action changes that will result from this?

OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it?

SUPPORTED BY MESSAGING • What are the 2-3 most compelling

points about why they should believe you?

BRAND VOICE • What is the tone in terms of

language and design that is consistent with your brand and your audience’s attitudes and beliefs?

REQUIREMENTS • Anything that someone must know is a

mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

TIMING AND BUDGET • Speaks for itself - what are your

deadlines, any approval processes they need to know. What is the budget?

AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

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THE COMPASS(X) STRATEGY CREATIVE BRIEF

OBJECTIVE Develop a content plan to increase purchases of T&N mattresses in the Midwest

CUSTOMER THINK/FEEL/ACT NOW • The goal of marketing

communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

CUSTOMER THINK/FEEL/ACT FUTURE • What are the desired attitude

and action changes that will result from this?

OUR REASON FOR BEING Craftsmanship without the gimmicks

• Highest rated mattress in world • Designed and mfg in US • Transparent mfg and pricing • Created by Silicon Valley guys

BRAND VOICE • What is the tone in terms of

language and design that is consistent with your brand and your audience’s attitudes and beliefs?

REQUIREMENTS • Anything that someone must know is a

mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

TIMING AND BUDGET • Speaks for itself - what are your

deadlines, any approval processes they need to know. What is the budget?

AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

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QUESTIONS?

NANCY GOLDSTEIN Chief Strategist (e) nancy@compassxstrategy.com (c) 773-255-4853