Question

As a Corporate Social Responsibility Coordinator of Consolidated Bank Ghana Limited (CBG), you have been tasked to develop a cause promotion campaign for Covid 19. Write up your two-page camping discussing the components of a creative brief for the campaign.

(30 marks)

Answer 1

For creative briefs to be successful, there must be a balance between specific instructions and insights and leeway for your innovative team to create. It has the following components;

OBJECTIVE- Here, you want to determine what the campaign should contain. 

POSITIONING STATEMENT- What is the strategic statement that positions this product/service within the category among other offerings?

UNIQUE VALUE PROPOSITION- in this component, you write typically in few words, what sets this product apart and makes it like no other.

TARGET AUDIENCE- Who are you trying to get their attention? This is about how real people think, feel and act than about demographic percentages.

REASONS TO BELIEVE- List the features and benefits that make up your competitive advantage. 

TONE- Identify the style you want to use. 

CONSIDERATIONS-  you provide additional information that the creative team should be aware. You might include consumer considerations and key research findings and implications.

MANDATORIES- Is there anything the team must do with the creative piece(s) in legal and brand partner acceptance? This step should not be assumed if there are potential issues that need addressing