Please read instructions CAREFULLY. There are two parts to this assignment. (1) Please complete Creative Brief Template by simply responding to questions being asked in each section, referencing assignments 1, 2, & 3 || = 250 words (2) For the Budget Outline section, please complete the Budget Allocation Google Sheet (via the Google Drive) || = 250 words. Google Drive Link: https://drive.google.com/drive/folders/1dK1NONq8m6yjrMzBc1j23iQzRA9ECQe8?usp=sharing
CREATIVE BRIEF TEMPLATE & BUDGET ALLOCATION PLEASE FOLLOW THESE INSTRUCTIONS VERY CAREFULLY: · You MUST read & utilize Assignments 1, 2 & 3 to complete this Creative Brief template & budget allocations. (Those assignments will be shared via Google Drive, Click Here To Access). · Once assignments (#1, #2, & #3) are read, fill-out this ENTIRE document AND the [Budget Allocations & Media Schedule] Google Sheet with the appropriate responses. (Budget Outline Section may need a bit of researching on your part). Entire budget is $150,000 (USD). (Please do not just copy and paste from assignments). Client’s Name: The Portland Expo Center Project Overview/Objectives HINT: · Refer to [Assignment 3] regarding marketing objectives & strategies · Refer to [Assignment 2] for SWOT What problems (marketing objectives) are we solving for the client? How are we solving these problems? (The marketing strategies defined) What’s the benefit to the client? (Financial, awareness, positioning, etc.,) Project Deliverables & Scope HINTS: · B2B & B2C Switcher and Awareness Campaigns (Respectively) [Assignment 2] · Expo Center Pop-up event throughout Portland [Assignment 3] What are the deliverables for this campaign? (ads, social, digital, outdoor, video, TV, radio). Who are we attempting to convince? Describe the consumer (attributes). What are we wanting the intended consumer to do? Instead of? Because? Target Audience HINT: · Refer to [ASSIGNMENT 2] Who are we trying to reach with this campaign? Does the research support this? Tone of Voice What are the brand values for the client? How can you use those to shape the tone of this campaign? What do you want your audience to take away from this campaign? What do you want them to feel? Campaign Concept Statement Why does your audience need the solution or idea your campaign is selling? What are the benefits? What does the Expo Center deliver? What can you say that will make your audience believe in your message? What proof can you offer to build trust and validate your message? Note: Your campaign concept serves as the unified theme for your campaign as a whole. This concept should be used to inform the look, feel, and message attached to all of the creative (deliverables) you are creating. Campaign Exclusions What is the campaign not going to cover? What messages, emotions, or features do you want to avoid? Budget Outline For your budget outline, allocate amount & percentages – for example – “$30,000 or 20% of the budget ($150,000) will go to social media ads.” Then give a rationale as to why – for example - “Our research shows that a majority of people search for events on social channels.” * Goal is to show your client that your research is driving the placement and use of the budget. · Please utilize the [Budget Allocations & Media Schedule] Google Sheet that is located within the shared Google Drive to complete this section. · This section may need some external research. Additional Thoughts: · Create a support statement for the Expo Center (what the Expo Center makes happen for the audience). · Create a list of insights: solutions the Expo Center provides the audiences.