The SayPro Creative Brief Template is designed to provide clear direction for the development of all creative assets related to a CSR campaign, including advertisements, video content, and social media posts. It helps ensure that the creative team understands the campaign goals, key messages, target audience, and branding guidelines, while also providing the necessary details to create engaging, effective content.
1. Campaign Overview
- Campaign Name:
Enter the name of the CSR campaign. - Campaign Duration:
Start date – End date - Creative Objective:
What do we want to achieve with this creative asset? Examples: Raise awareness, drive donations, encourage volunteer participation, highlight partnership, etc. - Creative Deliverables:
List the specific types of creative assets needed (e.g., social media post, banner ad, video, email template, print flyer, etc.).
2. Target Audience
- Primary Audience:
Who is the primary target audience for this creative? Be specific about their demographics, interests, and behaviors (e.g., SayPro employees, environmentally conscious millennials, local communities, etc.). - Secondary Audience:
If applicable, mention any secondary audience groups that should be considered. - Audience Insights:
Provide key insights into the target audience’s values, motivations, and behaviors. What drives them to take action related to this cause?
3. Key Message
- Primary Message:
What is the main message you want to communicate through this creative asset? This should reflect the campaign’s goal and highlight SayPro’s commitment to the cause. Example: “Join SayPro in planting 10,000 trees to create a greener future!” - Supporting Messages:
What secondary messages or themes should be included? Examples might include statistics, emotional appeals, or specific calls to action (e.g., “Volunteer today!” or “Every little bit helps!”). - Tone and Voice:
Describe the tone of the messaging. Examples could include:- Inspirational and uplifting
- Urgent and action-oriented
- Empathetic and compassionate
- Informative and factual
- Fun and engaging
4. Creative Direction
- Visual Style:
What visual style should the creative align with? Consider elements like color palette, fonts, and overall aesthetic (e.g., modern, professional, friendly, bold). Make sure it aligns with SayPro’s brand guidelines. - Imagery and Visual Elements:
What types of images, videos, or graphics should be incorporated? Consider using imagery that represents the CSR cause, such as community involvement, nature, volunteers, or people impacted by the campaign. Are there specific images that should be avoided? - Branding and Logos:
Specify the correct logos, taglines, and branding elements that should be included in the creative assets. Include instructions for logo placement, size, and clear space. - Fonts and Colors:
Provide guidance on which fonts and colors should be used to maintain brand consistency. If new fonts or color schemes are being used for the campaign, specify those details here. - Call to Action (CTA):
What is the desired action you want the audience to take after viewing the creative? Examples:- “Donate Now”
- “Sign Up to Volunteer”
- “Learn More”
- “Join Us in Making a Difference”
- “Share This with Your Friends”
5. Content and Format Specifications
- Ad Creative:
Specify the format and platform for the ad creatives. Are they for online display, social media posts, email campaigns, etc.?Examples:- Size/Dimensions: (e.g., 1080×1080 px for Instagram, 1200×628 px for Facebook ads)
- Video Length: (e.g., 30 seconds for social media videos, 60 seconds for YouTube ads)
- File Type: (e.g., JPG, PNG, MP4, GIF)
- Social Media:
Indicate which platforms the creatives will be used on (e.g., Instagram, Facebook, Twitter, LinkedIn). - Email Templates:
If applicable, provide specifications for email design, including layout, subject line suggestions, and CTA button placement. - Other Formats:
If the campaign requires additional creative types (e.g., print ads, posters, brochures), note the format and relevant specifications.
6. Timeline and Deadlines
- Creative Brief Deadline:
When is the creative brief due for approval? - First Draft Due:
When should the initial draft of the creative asset be ready for review? - Final Approval Deadline:
When should the final approved version of the creative be ready for distribution or publishing? - Campaign Launch Date:
When is the campaign going live?
7. Budget Considerations
- Budget for Creative Production:
What is the budget allocated for creating these assets? This can include costs for design, photography, video production, and any other related expenses. - Approval for Extra Costs:
Who is the person or team responsible for approving any additional costs?
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