Thursday 10.10

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    05-Dec-2014
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    Technology

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Transcript of Thursday 10.10

  • 1. Thursday, October 10, 13
  • 2. Week of 10/7 Messaging 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 Thursday, October 10, 13
  • 3. Week of 10/7 Messaging Messaging- Creative Briefs SAMPLETEMPLATES Thursday, October 10, 13
  • 4. Week of 10/7 Messaging Messaging- Creative Briefs SAMPLE BRIEFS Thursday, October 10, 13
  • 5. Week of 10/7 Messaging Messaging- Creative Briefs SAMPLE BRIEFS Thursday, October 10, 13
  • 6. Thursday, October 10, 13
  • 7. Thursday, October 10, 13
  • 8. Thursday, October 10, 13
  • 9. Week of 10/7 Messaging Creative Tools Manifestos 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. Its your plan for a better world, a declaration of independence, and a moral compass that will guide and dene your brand. - Pivot Marketing We believe in __________ and thats why we ____________. creatives mission statement Thursday, October 10, 13
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  • 11. Thursday, October 10, 13
  • 12. Week of 10/7 Messaging Creative Tools Manifestos Manifesto 1 Manifesto 2 Thursday, October 10, 13
  • 13. Week of 10/7 Messaging Messaging Copy Radio Scripts :60, :30, :15, :10, :05 TV Scripts :60, :30, :15 smaller spots are usually tag and logo only Thursday, October 10, 13
  • 14. Thursday, October 10, 13
  • 15. Week of 10/7 Print Ads Thursday, October 10, 13
  • 16. Week of 10/7 Print Ads Thursday, October 10, 13
  • 17. Week of 10/7 Messaging 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 Thursday, October 10, 13
  • 18. Week of 10/7 Messaging 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 Thursday, October 10, 13