Date:
Project:
Project Champion:
Background:
Please summarize this program and what you want to achieve:
How will you measure the success of this program?
The Audience:
Who is the Primary Audience?
What should be avoided in talking to this audience?
What do they believe before we tell them anything?
Who is the secondary audience?
Objectives:
What objectives are you trying to achieve?
What are the priorities of those objectives?
Can you suggest strategy or positioning to achieve the objective?
The Message:
If you could get one sentence through all the clutter, what would that be?
If they asked you to prove it, how would you do that?
What other major points do you want to communicate?
The Medium:
What is the best way to reach this audience?
Is there another way?
Are there existing pieces that this piece must work with?
How will this piece be delivered to the audience?
Anything Else:
Any other design objectives or special circumstances?
Are there any mandatories that must be in the piece?
The Deadline:
When must the message get to the audience for maximum effect? (i.e. trade shows, events, product intro dates)
When must we deliver the finished work?
Budget:
How much money do you have to spend on this project?
Has this budget been approved? By whom?
What quantities do you need to produce? (for printed pieces)
The Responsible Parties:
Who needs to sign off on final execution?
Elise Bauer Web Marketing Tools http://www.elise.com/web/tools/creativebrief.html