Creative Brief

Creative Brief

project_name for client_name

Prepared by agency_owner at agency_name on brief_date. Approved by client_approver.

1. The project in one sentence

A spring campaign that makes operations leaders at mid-sized companies book a demo of client_name's scheduling product.

2. Background

Demo requests have been flat for two quarters. Prospects who see the product convert well, but too few of the right people know it exists. A competitor launched a similar product last year with a large paid campaign.

3. Objective and how we will measure it

Increase qualified demo requests by 30% during the campaign period, compared with the previous quarter, at a cost per demo that stays within the agreed target.

4. Who we are talking to

Operations directors and heads of people at companies with 200 to 2,000 employees. They manage shift-based teams, they spend hours each week fixing schedules in spreadsheets, and they are wary of software that takes months to roll out.

5. What they think now

"Scheduling software is expensive, slow to set up and my managers will not use it."

6. What we want them to think

"I could have the whole team on this in a week, and my managers would actually prefer it."

7. The single key message

Schedules that build themselves in minutes, live in a week.

8. Why they should believe it

- Customers go live in seven days on average.

- Managers save about four hours a week on scheduling.

- It works with the payroll tools these teams already use.

9. Tone

Confident, practical and warm. Show real managers and real schedules. Avoid hype, jargon and stock images of people pointing at screens.

10. Deliverables

- One campaign concept with a headline and visual system.

- Paid social assets: three static and two short video formats, in the platforms' current sizes.

- One landing page design and its copy.

- A three-email nurture sequence for people who download the guide.

11. Mandatories and guardrails

- Use the current brand guidelines, logo and color palette.

- Every claim must be backed by customer data that the client can provide on request.

- Digital assets meet WCAG 2.2 AA contrast and include alt text and captions.

12. Timing and budget

First creative review on first_review_date. Launch on launch_date. Production budget: budget, excluding media spend.

13. Approvals

client_approver gives consolidated feedback and final approval at each stage. The agency presents concepts once, with two rounds of refinement on the chosen concept. Changes to this brief after sign-off are handled as a change request, because they can affect timing and cost.

Sign-off

By signing, client_name and agency_name agree that this brief is the basis for the creative work.

client_name

Approver: client_approver

agency_name

Brief owner: agency_owner

Electronic signatures follow below.