SEVEN STEPS TO AN EFFECTIVE CREATIVE BRIEF
The eight steps to an effective creative brief are pretty simple and quite universal. However, completing the steps takes time and a great deal of thought and research. A brief that is completed in a haphazard, or thoughtless manner will most often lead to a completed project that misses the target, message, or budgetary objectives.
When reading or creating a creative brief ask yourself these questions:
Is the purpose of this piece of communication clearly stated? Does it tell the reader/viewer what action to take? Does it tell them what to think, to feel, or to do?
There are three objectives for this website
- Spread the word/provide information about toys for tots
- Tell people how/where to donate gifts
- Let parents request gifts
The charity, and therefore the site, should focus on the joy on a child’s face when they receive a gift on Christmas while making it clear that not every child gets to experience that. This second undertone feeling is what will drive people to donate to Toys for Tots
What is the single most important message to convey?
Is there one simple message for the communication to focus on?
Give the gift of joy to a child on Christmas by donating to Toys for Tots
What is the rationale behind the message?
Is there a rationale and/or an emotional reason to believe?
Millions of children in the US live in families with household incomes below the poverty line. These children wont have the Christmas most of us our used to. They don’t have the luxury of believing in Santa Clause. This Christmas there wont be a lot of decorations, there won’t be big trees decorated with lights an ornaments, and without help many of these children will not even receive presents.
Who are we talking to?
Does this brief go beyond age and sex to include demographics and psychographics?
The primary target of this website are middle to upper-class men and women of varying age groups who celebrate Christmas. They are kind-hearted people with a fondness for children and have the Christmas spirit of love and giving.
How should your target audience respond to your new online presence? If your site was a person, how might you describe them?
This site is a loving, warm and giving person who has a soft spot for children; they embody the true spirit and magic of Christmas.
What is the background or overview?
Who else has done a site like this? How are you going to add to the conversation, not just repeat it? Is there any information about the market or are there any client concerns or insight that will make the communication more informative or relevant?
There are a few other programs that do toy drives for children including The Salvation Army’s Christmas Toy Drive, The Toy Industry Foundation’s Toy Bank, and Second Chance Toys. Unlike these other programs, however, Toys for Tots is it’s own charity, not just a drive or initiative, that donates toys directly to individuals within their communities along with Native American reservations close to those communities. In addition, Toys for Tots takes donations for toddlers and young children along with preen teens and teenagers.
Are there any other important details?
Is there any other information that may be useful? Are there any examples of brand personality? Is a logo provided/required? Is there any contact information?
The Toys for Tots logo (a train) is required. It is also very important to note that Toys for Tots is a U.S Marine Corps Reserve program
What are the business requirements for this web application?
What specific tasks and business functions will this web application perform?
In addition to providing standard information about the charity and ways to donate, this site needs to help people find drop off locations within their communities, allow people to make monetary donations online, and allow for parents to request toys for their children.
Offer an example user story?
This is a brief statement that identifies who the user is, what she/he needs, and why she/he needs it.
Suggested Formula: A <type of user>, I want <some goal(s)> so that <some reason>.
User 1- Donator
Sarah is a college student taking the bus to class in November. She wants to do a Toys for Tots drive for her dorm and needs to find out if there is a local drop off location.
User 2 – Requestor
Sue is a single mother of two working two jobs and barely getting by. She knows this is going to be a scarce Christmas and needs to request toys for her children so they can receive something this Christmas
Who is doing it well?
What other organizations have great websites? How are they making it easy? What are they doing that works?
Second Chance Toys:
- They make the desired actions very clear. There is an icon for donate, and Icon for collect and an icon for receive.
Ronald McDonald House
- What we do section on homepage
- Gives basics
- Nav bar goes to deeper info
- Brief mission statement between carousel and CTA links