SayPro Creative Briefs

SayPro Documents Required from Employees

2. Creative Briefs

Purpose: Creative briefs are essential documents that provide clear direction and guidance for the creation of promotional materials. These briefs ensure that the creative team understands the campaign’s goals, messaging, and visual direction, resulting in cohesive and on-brand content for the CSR campaign.

---

Contents of the Creative Briefs:

1. Campaign Overview
   • Campaign Name: A concise title for the campaign that reflects its focus.
   • Campaign Objectives: A brief description of the goals and intended outcomes of the campaign (e.g., raising awareness, generating donations, encouraging employee participation).
   • Target Audience: A clear definition of the primary audience(s) for the campaign’s promotional materials (e.g., SayPro employees, eco-conscious consumers, local communities).
   Example:
   • Campaign Name: “SayPro Green Future”
   • Campaign Objectives: “Raise funds for reforestation efforts, engage employees in volunteer activities, and increase awareness about environmental sustainability.”
   • Target Audience: “SayPro employees, environmentally-conscious customers, local residents, and partners in the environmental sector.”
2. Creative Concept
   • Core Message: The main message that should be conveyed through all promotional materials (e.g., “Together, we can make a difference in our environment”).
   • Key Theme/Visual Direction: The visual style, tone, and mood that the campaign will communicate (e.g., clean, green, and hopeful visuals).
   • Tagline or Slogan: A short, catchy phrase that encapsulates the campaign’s mission and message (e.g., “Plant a Tree, Restore Our Earth”).
   Example:
   • Core Message: “Every action counts when it comes to saving the environment.”
   • Visual Direction: “Nature-inspired colors (greens, earth tones) with imagery of trees, nature, and volunteer activities.”
   • Tagline: “Together, We Grow.”
3. Creative Deliverables
   • Content Types: List the various content formats required for the campaign (e.g., social media posts, email newsletters, flyers, videos, website banners, blog articles).
   • Size/Format Specifications: Provide guidelines for the required dimensions or formats for each type of content (e.g., Instagram post size, video aspect ratio).
   • Channels for Distribution: Specify where the content will be distributed, including both internal and external platforms (e.g., website, social media, email newsletters, press releases).
   Example:
   • Content Types: “Social media graphics (Instagram, Facebook, LinkedIn), promotional video for YouTube and website, email newsletter template, blog post on SayPro website.”
   • Size/Format Specifications: “Instagram post (1080 x 1080 px), email banner (600 x 200 px), YouTube video (16:9 aspect ratio).”
   • Channels: “Instagram, Facebook, LinkedIn, SayPro website, internal email.”
4. Tone and Style
   • Brand Voice: The tone of voice that should be maintained throughout all creative materials. For CSR campaigns, this typically involves being empathetic, positive, and inspiring.
   • Language Guidelines: Specific language or phrasing to use or avoid in the campaign (e.g., using inclusive language, focusing on positive impact, avoiding jargon).
   • Visual Style: Specific design elements to include (e.g., logo placement, color scheme, typography), ensuring consistency with SayPro’s branding guidelines.
   Example:
   • Brand Voice: “Friendly, supportive, and motivating.”
   • Language Guidelines: “Use inclusive language, keep the message positive, avoid negativity or overly technical terms.”
   • Visual Style: “Use SayPro’s official green and blue color scheme, incorporate eco-friendly imagery (trees, nature), and feature clear, bold fonts.”
5. Creative Direction for Each Deliverable
   • Social Media: Specific direction for creating posts or ads for social platforms.
   • Website Content: Details for banners, landing pages, and other website-related content.
   • Email Campaigns: Direction for designing email newsletters and other promotional emails.
   • Videos/Multimedia: Guidance on tone, length, style, and messaging for any video content produced.
   Example:
   • Social Media: “Create 5 Instagram posts, each with an impactful image (e.g., tree planting, nature), using the hashtag #SayProGreenFuture.”
   • Website Content: “Design a hero banner for the homepage promoting the campaign, with a call-to-action button to donate.”
   • Email Campaigns: “Design a visually compelling email to announce the campaign, with clear instructions on how to donate or volunteer.”
   • Videos/Multimedia: “Create a 60-second video highlighting the importance of reforestation, showing real-time volunteer efforts, and ending with a call to action to donate or participate.”
6. Timeline
   • Creative Development Schedule: Include deadlines for drafts, revisions, and final approval for each piece of content.
   • Campaign Launch and Distribution Schedule: Specific dates for when content should go live across various platforms (e.g., social media, email newsletters).
   • Post-Campaign Follow-Up: Plan for post-campaign materials, including results, thank-you messages, or impact reports.
   Example:
   • Creative Development: “Initial drafts of social media graphics due by May 5, final designs approved by May 10.”
   • Launch Schedule: “Social media posts to go live on May 15, email campaign to be sent by May 18.”
   • Post-Campaign Follow-Up: “Impact report video to be published on June 30.”
7. Budget
   • Creative Costs: Provide a rough estimate or budget for the creation of the content, including any external resources such as freelance designers, videographers, or media buys.
   • Resource Allocation: Break down the budget allocation for each content type (e.g., $5,000 for video production, $1,500 for social media ads).
   Example:
   • Total Budget: “$10,000 for creative development.”
   • Resource Allocation: “50% for video production ($5,000), 30% for social media ads ($3,000), 20% for graphic design and print materials ($2,000).”
8. Approval Process
   • Stakeholders: List the key individuals or teams responsible for approving each piece of creative content (e.g., marketing team, CEO, CSR team).
   • Approval Timelines: Define how much time will be allotted for feedback and revisions at each stage.
   Example:
   • Stakeholders: “Marketing team to approve all social media posts, CSR team to approve email content.”
   • Approval Timelines: “First drafts due by May 3, final approvals by May 10, final creative assets due by May 12.”
9. Call-to-Action (CTA)
   • Action Steps for Audience: Clearly define what action you want the audience to take after seeing the creative (e.g., donate, sign up, volunteer).
   • CTA Placement: Specify where and how the CTA should be incorporated within each piece of content (e.g., “Donate Now” button, “Sign Up” link in the email, etc.).
   Example:
   • CTA: “Donate to reforestation efforts” for social media posts, “Sign up to volunteer” for email campaigns, and “Learn more and donate” on the website landing page.
   • Placement: “CTA buttons should be placed at the end of the email content or in the center of social media graphics.”
10. Success Metrics
    • Engagement Goals: Define the metrics by which the success of the creative content will be measured (e.g., click-through rates, social media engagement, donation conversion).
    • Feedback Mechanisms: Identify how the team will collect and evaluate feedback on creative content from both internal stakeholders and the audience.
    Example:
    • Success Metrics: “Achieve a 15% engagement rate on Instagram, a 10% click-through rate on donation emails, and a 5% conversion rate for website donations.”
    • Feedback: “Monitor social media interactions, review email open and click-through rates, and gather internal feedback from stakeholders.”

---

Document Format

• Document Type: Word document or PDF format.
• Access: Share with creative teams, project managers, and relevant stakeholders.
• Review and Approval: Ensure timely review and approval of briefs before production begins.