Creative brief

Before you request a creative project, take your initial idea and think it all the way through, from concept to completion. Think about how the piece(s) will be delivered to your intended audiences, what action you want them to take, and how you will know your project was successful.

Answer the following questions:

  • What is the name of the project?
  • What is the purpose?
  • Who is the target audience?
  • What is the single most important thing we need to communicate?
  • What do you want the audience to think or believe following this communication?
  • What is the first thing you want your audience to do following this communication? Examples: Visit a web page to learn more, fill out an inquiry form, donate, register for an event, or schedule a visit; call a phone number; reply to an email, etc.
  • What is the second thing you want them to do? Examples: Visit campus, meet with an enrollment or admissions counselor, attend an event, apply, donate, etc.
  • What details must be included? Date, degree programs, phone number, URL, etc.
  • Who has final approval of the project?
  • Is this a single piece or part of a series?
  • How will it be distributed? Will it be emailed, mailed, posted on social media, printed in an external publication? Hand-delivered? Included in a packet of other information?
  • Will you have a mailing list for the project? Campus partners are responsible for managing their project’s mailing list.
  • What is the date of the event, if applicable?
  • What is the print quantity, if applicable?
  • By what date do does this need to be delivered, mailed, published online?