Project Creative Brief Template
(PROJECT NAME) Creative Brief
OBJECTIVE:
TONE:
JAB THE STAKE/S (1-3)
What 1-3 ideas/concepts (stakes) are you giving your maximum effort into conveying (jabbing) so that others who align with those things will gravitate towards this project?
COMMUNICATE SHARED EXPERIENCE
What are the 2-3 lived experiences that are a common thread between you/your entity
and those that you are trying to reach
TARGET AUDIENCE(S):
EXPERIENCE UMBRELLA:
Broader strategy & planning encourages continually creating/curating products & experiences for the target audience under the umbrella of you/your entity
HOW WILL THIS PROJECT GET YOUR TARGET AUDIENCE TO SHARE ABOUT YOU/YOUR ENTITY TO OTHERS?:
Word of mouth is the highest success rate for any advertising
WHAT MAKES YOU/YOUR ENTITY UNIQUELY QUALIFIED TO TELL THIS STORY?
WHY ARE YOU/YOUR ENTITY THE VESSEL TO THIS CONCEPT/IDEA?
WHAT CIRCUMSTANCES ARE DETERMINING THE EXECUTION OF THIS PROJECT?
List obvious to not-so-obvious considerations to be aware of that will help narrow down
the best execution of the project (Time of year, weather, physical space, nearest holiday,
other projects that must happen before or after this one etc. - it could be anything)
BEST WAY TO MESSAGE TARGET AUDIENCE ABOUT THIS PROJECT?
WHAT CAN THIS FUNNEL COMMUNITY INTO?
Are there other locations in the world of you/your entity that if someone aligns with this project they would also align with another available project of yours or another social media channel where you share more content related to this project?
HOW CAN THIS PROJECT CREATE LOYAL CUSTOMERS?
MOST EFFICIENT WAYS TO ENGAGE COMMUNITY IN THIS PROJECT?
Are there any areas where you can cut out a “middleman” that will still be efficient for
your time?