Purpose: To clearly capture the objectives, audience, messaging, and executional details for each SayPro campaign or creative project.
1. Project Overview
- Project Title:
(e.g., “Q1 Youth Engagement Campaign”) - Project Lead/Owner:
(e.g., Jane Doe – SayPro Marketing Manager) - Start Date:
(e.g., January 5, 2025) - Deadline/Launch Date:
(e.g., February 1, 2025) - Background:
Brief description of the project’s origin, why it’s being created, and what success looks like.
2. Objectives
- Primary Objective(s):
What are we trying to achieve? (e.g., drive event sign-ups, increase brand awareness, launch a new program.) - Success Metrics/KPIs:
List measurable goals (e.g., 1,000 sign-ups, 20% increase in social engagement, 5,000 website visits.)
3. Target Audience
- Demographics:
(e.g., Age 18–35, urban professionals, college students, community volunteers) - Psychographics/Interests:
(e.g., Socially conscious, career-oriented, interested in leadership and development) - Pain Points/Needs:
(e.g., Limited access to opportunities, lack of exposure to training programs)
4. Key Messaging
- Core Message:
What is the one thing we want the audience to remember? - Tone/Style:
(e.g., Empowering, bold, inclusive, professional, inspiring) - Call to Action (CTA):
(e.g., “Register Now,” “Get Involved,” “Learn More”)
5. Creative Requirements
- Deliverables Needed:
(e.g., 3 Instagram posts, 1 flyer, 1 email banner, 1 landing page header) - Specifications:
(e.g., Dimensions, file types, resolution requirements) - Mandatory Inclusions:
(e.g., SayPro logo, specific tagline, legal disclaimers, campaign hashtag)
6. Visual Inspiration/References
- Moodboard/Style Guide:
Attach brand visuals, color palettes, past campaigns, or competitor examples for reference. - Do’s and Don’ts:
List things to include/avoid (e.g., “Use SayPro’s purple gradient,” “Avoid stock photos with generic business people.”)
7. Timeline & Milestones
| Phase | Description | Date |
|---|---|---|
| Kickoff | Creative brief shared | Jan 5 |
| Concept Development | Ideas and mockups created | Jan 10 |
| Internal Review | Initial stakeholder feedback | Jan 13 |
| Final Approval | All changes finalized | Jan 20 |
| Launch | Materials distributed | Feb 1 |
8. Contacts & Stakeholders
- Creative Lead:
(e.g., John Smith – SayPro Designer) - Marketing Lead:
(e.g., Sarah Lee – Brand Manager) - Approvals Required From:
(List individuals or teams who must sign off on final creative)
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