SayPro Campaign Creative Brief Template

A template for guiding the development of campaign materials, including messaging, tone, and visuals.

Campaign Creative Brief Template

A Creative Brief is a critical document used to guide the development of campaign materials. It outlines the campaign’s objectives, messaging, tone, target audience, and visual direction to ensure alignment with the overall CSR strategy. This template will ensure consistency and clarity across all creative outputs.

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1. Campaign Overview

• Campaign Name:
  • Provide the name of the campaign.
• Campaign Objective:
  • What is the primary goal of the campaign? (e.g., increase awareness, promote engagement, drive donations, encourage volunteerism, etc.)
• Campaign Duration:
  • Start Date: [Insert Date]
  • End Date: [Insert Date]

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2. Target Audience

• Primary Audience:
  • Who is the main target audience for the campaign? (e.g., age, gender, geographic location, interests, etc.)
• Secondary Audience:
  • Are there any other key audiences to consider? (e.g., employees, stakeholders, non-profit partners, media outlets, etc.)
• Audience Insights:
  • What do we know about the target audience’s behaviors, preferences, and values? (e.g., environmental concerns, interest in volunteering, need for education on the cause)

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3. Key Messages

• Primary Message:
  • What is the central message or call-to-action of the campaign? (e.g., “Join us in our mission to clean up local beaches” or “Every action counts for a sustainable future”)
• Secondary Messages:
  • Additional supporting messages that reinforce the main goal of the campaign. These might be more detailed or specific to different audience segments (e.g., “Get involved with our recycling challenge” or “Support local sustainability initiatives”).

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4. Tone and Voice

• Tone of the Campaign:
  • What tone should be used in all campaign materials? (e.g., inspirational, motivational, educational, urgent, friendly, etc.)
• Voice:
  • How should the campaign sound in terms of style and language? (e.g., formal, informal, conversational, authoritative, etc.)
• Brand Personality:
  • How should the campaign align with the brand’s personality and values? (e.g., compassionate, innovative, community-focused)

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5. Visual Direction

• Overall Aesthetic:
  • What visual style should the campaign materials adopt? (e.g., clean and minimal, vibrant and energetic, nature-inspired, etc.)
• Color Palette:
  • List the preferred colors to be used, ensuring alignment with the brand’s identity and the campaign’s objectives.
• Imagery and Visual Style:
  • What types of images should be incorporated? (e.g., people volunteering, nature, community engagement, abstract visuals)
• Design Elements:
  • Specific visual elements to consider (e.g., logos, icons, banners, buttons) and how they should be applied across materials.
• Mood/Emotion:
  • What emotional response should the visuals evoke? (e.g., hope, empowerment, urgency, joy, community spirit)

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6. Deliverables

• Required Materials:
  • List the specific creative assets needed for the campaign, such as:
    • Social media posts (images, videos, infographics)
    • Website banners and landing pages
    • Printed materials (flyers, posters, brochures)
    • Event signage
    • Email newsletters or email templates
    • Video content (ad, promotional video, or documentary)
• File Format and Sizes:
  • Specify any required file formats (e.g., JPG, PNG, PDF, GIF, MP4) and any size specifications (e.g., banner dimensions, resolution, etc.)

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7. Distribution Channels

• Primary Channels:
  • What channels will be used to distribute the creative materials? (e.g., social media platforms, email, website, print media, PR, events)
• Specific Requirements for Channels:
  • Are there specific requirements for how materials should be adapted or formatted for each channel? (e.g., aspect ratios for Instagram posts, length of video content for YouTube, etc.)

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8. Timeline and Deadlines

• Key Dates:
  • List important deadlines for creating and reviewing the creative materials:
    • First draft of campaign materials: [Insert Date]
    • Final approval of materials: [Insert Date]
    • Content publication/distribution start date: [Insert Date]

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9. Budget

• Creative Budget:
  • Provide an estimated budget for the creative development of the campaign. This may include costs for design, photography, videography, copywriting, and production.

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10. Approval Process

• Approval Chain:
  • Who needs to approve the creative materials before they are finalized? List all key stakeholders involved in the approval process, such as campaign managers, creative directors, or other decision-makers.
• Feedback and Revisions:
  • How should feedback be handled, and how many rounds of revisions are expected?

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11. Additional Notes

• Other Important Information:
  • Any additional guidance or considerations that should be kept in mind during the creative development process. (e.g., tone considerations for diverse audiences, language translations for different regions, legal disclaimers to include, etc.)

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Example of Template Usage:

Here’s an example of how the template could be filled out for a hypothetical campaign:

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Campaign Name: Clean Green Earth

Campaign Objective:
To raise awareness about plastic pollution and encourage people to reduce, reuse, and recycle through educational content and community events.

Campaign Duration:
Start Date: February 1, 2025
End Date: April 30, 2025

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Primary Audience:

• Eco-conscious individuals aged 18-45, who are actively interested in sustainability and the environment.

Secondary Audience:

• Local businesses, schools, and communities.

Audience Insights:

• The target audience cares about environmental impact and seeks practical, actionable solutions to reduce waste. They respond to educational and inspiring content that offers direct ways to contribute.

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Primary Message:

• “Together, we can reduce plastic waste and protect our planet.”

Secondary Messages:

• “Join us in our mission to eliminate plastic pollution.”
• “Take the pledge to reduce plastic waste today.”

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Tone of the Campaign:

• Inspirational, urgent, and educational.

Voice:

• Friendly, approachable, and informative.

Brand Personality:

• Empowering, responsible, and community-focused.

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Overall Aesthetic:

• Fresh, natural, and clean with vibrant colors (blues, greens, whites) to represent nature and environmental sustainability.

Color Palette:

• Green, blue, and earth tones.

Imagery and Visual Style:

• High-quality images of nature, recycling actions, and community events with people actively participating.

Design Elements:

• Use of eco-friendly symbols and clean, simple design.

Mood/Emotion:

• Hopeful and motivated, conveying a sense of collective action.

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Required Materials:

• Social media graphics and videos (for Instagram, Facebook, and Twitter)
• Event banners and flyers for community events
• Educational pamphlets and blog content
• Website landing page design
• Video clips for email newsletters

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Primary Channels:

• Social media (Facebook, Instagram, Twitter)
• Local community events
• Email newsletters
• Website and blog

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Key Dates:

• First draft of campaign materials: January 25, 2025
• Final approval of materials: January 29, 2025
• Campaign launch: February 1, 2025

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Creative Budget:

• Estimated budget: $20,000 (for design, photography, video production, and digital ads)

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By using this template, the creative team can ensure a cohesive approach, aligning with the campaign’s goals, messaging, and visual style, while also meeting the necessary deadlines and distribution requirements.