Thursday 10.10

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Thursday, October 10, 13

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Transcript of Thursday 10.10

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Week of 10/7Messaging

Messaging- Part Deux•Terms of the trade:•creative brief- document that provides guidelines for developing creative executions; instructions for creative team; usually includes the following:•background summary- Who is the client? What are we doing?

•overview- What is the project and why?

•drivers- Goals for the project? purpose? Top 3 objectives?

•audience- Who? Why should they care?

•tone- How should we be communicating? Adjectives to describe the approach?

•message formats/approach- what do we want the takeaway to be? •print? outdoor? OOH? non-media (t-shirts, phone messages, etc.)

•additional details•list of deliverables•schedule, limitations?•sacred cows?•deadlines, approvals, etc.•key opportunities

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Messaging- Creative BriefsSAMPLE TEMPLATES

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Messaging- Creative BriefsSAMPLE BRIEFS

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Week of 10/7Messaging

Messaging- Creative BriefsSAMPLE BRIEFS

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Creative ToolsManifestos

•Manifestos- a brand and its philosophy brought to life, creatively in an inspiring narrative form•a rallying cry•“a catchy way of identifying what makes your brand unique. It’s your plan for a better world, a declaration of independence, and a moral compass that will guide and define your brand.” - Pivot Marketing•We believe in __________ and that’s why we ____________.•creative’s mission statement

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MessagingCopy

•Radio Scripts•:60, :30, :15, :10, :05

•TV Scripts•:60, :30, :15•smaller spots are usually tag and logo only

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Week of 10/7Print Ads

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Week of 10/7Print Ads

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Week of 10/7Messaging

Lab Assignment/Homework:

•A.C.T.-­‐  MESSAGING•LA/HW#7: MY MANIFESTO

•Write  a  manifesto  for  yourself/your  brand•format  is  up  to  you-­‐  video,  audio,  wriBen,  designed

•Due:  10/15

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Thought of the Day:

One's philosophy is not best expressed in words; it is expressed in the choices one makes... and the choices we make are ultimately our responsibility.

-Eleanor Roosevelt

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