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Sample Creative Brief

EntertainXYZ is redesigning their website to promote their unique branding approach and capabilities to a global audience. The goals are to advance marketing, recreate the site for easy updating, and eventually build client communication and corporate intranet areas. The target audience includes creative and studio executives looking for innovative solutions. The new site should have a fresh, conversational tone and be easy to navigate while communicating that EntertainXYZ offers dynamic, experienced solutions with high production value.

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substforlife
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158 views2 pages

Sample Creative Brief

EntertainXYZ is redesigning their website to promote their unique branding approach and capabilities to a global audience. The goals are to advance marketing, recreate the site for easy updating, and eventually build client communication and corporate intranet areas. The target audience includes creative and studio executives looking for innovative solutions. The new site should have a fresh, conversational tone and be easy to navigate while communicating that EntertainXYZ offers dynamic, experienced solutions with high production value.

Uploaded by

substforlife
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© © All Rights Reserved
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Download as DOC, PDF, TXT or read online on Scribd
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SAMPLE CREATIVE BRIEF EntertainXYZ Web Site Redesign Creative Brief <date> <version> Project Summary: EntertainXYZ is an award-winning

on-air branding agency providing innovative sol tions for t!e fil" and television ind stry# $nown only to a nic!e co"" nity in t!e local ind stry% EntertainXYZ is see&ing a redefined online presence and identity ' to pro"ote t!e co"pany(s ni) e approac! and vision to a global a dience# *dditionally% EntertainXYZ wo ld li&e to pro"ote additional capabilities incl ding print and interactive identity ca"paigns# +!e e,isiting web site is a broc! re site wit! o tdated content and client list# -""ediate goals incl de advancing "ar&eting and pro"otion of t!e co"pany via t!e site at .ro"a,% t!e ind stry(s "a/or s!owcase trades!ow# -n addition% a significant goal is to recreate t!e site so it is scalable and easy to pdate# 0ong-ter"% t!e EntertainXYZ site will be a tool and a reso rce for clients and co"pany ' wit! t!e event al b ild o t of a client co"" nication area and a corporate -ntranet# Target Audience: EntertainXYZ(s target a dience incl des creative% st dio and financial e,ec tives# +!ese individ als are loo&ing at t!e web site in order to decide w!o will provide t!e "ost innovative and ni) e sol tions for t!eir branding efforts# +!ese individ als "ay !ave already !eard of EntertainXYZ% and are loo&ing for additional infor"ation and co"pany bac&gro nd for a"plification and verification# E,perience% ind stry connections% and ) ality of prod ct are i"portant factors in t!e decision-"a&ing process# EntertainXYZ1s typical web site visitor is a 2. of 3ar&eting for a !ig!-profile television st dio# 4e is considered 5old sc!ool( and !as been in t!e ind stry for over 67 years% starting fro" initial television prod ction and set design# 4e !as an interest in tec!nology% b t rarely ses !is co"p ter for anyt!ing b t e"ail%

(c) gotomedia, llc 2001 all rights reserved

calendar and contact infor"ation# 4e is on a s!ared st dio +-8 networ& connection% and w!en online ses t!e 9etscape :#7 browser ' t!e one t!at ca"e wit! t!e co"p ter and !as not been pdated# 4e is rarely online% and s ally only w!en directed to t!e web# 4e loo&s at co"petitive st dio advertising% "ar&eting and pro"otional efforts% and w!en away fro" wor& never goes online# Perception/Tone/ uide!ine": 8# 6# <# way :# ?# -nfor"ation s!o ld !ave a fres! and conversational tone Easy to navigate and find infor"ation ;yna"ic% e,perienced% conte"porary% e,citing% f n% co"" nicative Elegant% se"i-corporate% !ig! prod ction val e% !ig! visibility =se c rrent EntertainXYZ "ar&eting > branding efforts in a new and different

Communication Strategy: +!e web site redesign will provide direct co"" nication "et!ods incl ding fil" and television s!ow profiles% feat red articles% and co"pany infor"ation# -n t!e first p!ase of develop"ent% t!e site will be "ostly a broc! re-type site wit! li"ited interactivity and database origination# -n t!e ne,t p!ase of develop"ent% a password protected client area will be added for c rrent pro/ects and co"" nication% as well as an internal co"pany -ntranet w!ic! will be sed to facilitate internal co"" nication and co"pany news# Competiti#e Po"itioning: EntertainXYZ !as "any co"petitors in t!e develop"ent co"" nity% "ostly s"aller s!ops wit! "any partners w!o say t!ey 1do it all#1 4ig!lig!ting t!e ) ality of prod ction > develop"ent pro/ects% t!e !ig!-level pro/ect and client list% and overall attention to detail and brea&t!ro g! branding and positioning efforts will separate EntertainXYZ fro" its co"petition# *ttention to overall "ar&eting strategy will also !elp to differentiate t!e web site in t!e ind stry eye# Sing!e$Minded Me""age@ innovative co"" nication

(c) gotomedia, llc 2001 all rights reserved

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