Last week we joined the Parcel team who hosted their first ever virtual conference, Parcel Unpacked (see the full video here!). We were lucky enough to be one of their speakers and reveal what it is like behind the scenes at a creative CRM agency. A topic that was discussed was what our day to day consists of here at ActionRocket, and the onboarding process we have with clients from receiving a new brief through to production and launch. We had lots of feedback and interest around the topic of briefs, with many requests for more information. So here it is, your helpful guide to nailing a creative brief template.

First thing’s first, what is a creative brief?

A creative brief is one of the most important tools for us as an agency when we are starting a new project with a client. It is a document which acts as a roadmap, taking a project from an idea right through to the finish line. Created at the beginning to outline the entire scope of a project, it includes the project's purpose, objectives and goals, and ensures full team alignment. When a project is live, if anything becomes unclear then you want this brief to help answer any questions, and steer things back on track. At ActionRocket this is a document created and handled by our Client Services Team, and sent over to a client or prospect at the start of a relationship or new project conversation.

Every successful project begins with a strong creative brief.

- Lexi Clarke, Agency Director

Nailing your creative brief

Creative briefs will look different depending on the industry you're in and potentially the client you are working with. These briefs will always include specific client information, an overview of the project in question, project deliverables, additional information, target audiences, and initial timelines. 

So, let’s break it down with a step by step of everything that should be included in a briefing document:

1. Start with a project overview

Outline the most important information first. The client's name, contact information, who you are, and the date. Then ask what the project is all about, what is the problem the client is wanting to solve? You need to find out the full context of what they are wanting to achieve, and how this fits into their wider marketing strategy.

2. Confirm which channels will be used

It’s useful for you to know from the start which channels the client is looking to use. This helps you to confirm you can deliver within those channels, and show any similar previous case study work.

3. Outline the project deliverables and scope

This is important because it will inform the costing of the project. The client will need to share their expected deliverables, for example these could be:

• Strategic advice and workshops

• Copy

• Design & development of an email series

• Email design system

• Creation of organic and paid social media posts

4. Specific channel related questions

For example if the project is for the email channel then you would ask questions such as:

• Which ESP do you currently use?

• What are the limitations of your ESP?

• Outline testing plans, testing lists, or tracking pixels required

• What are your user device stats?

5. Find out who the target audience is

Who are the clients target, primary, and secondary audiences? And what are the demographics of these audiences?

6. How will success be measured?

What are the client's primary and secondary goals for this project? Any KPI measurements would also be great here.

7. Gather brand information

At the start of a project you want to be equipped with everything to enable you to succeed. Asking for this information now will allow you to familiarize yourself with the brand, and see where there may be gaps. Things to request here may be:

• Brand guidelines

• Assets and sourced imagery

• Tone of Voice and branding documents

• Design guidelines and fonts

8. Confirm message hierarchy

Here it is good to understand if the client has any content or hierarchy expectations. They can list specific content that needs to be included, and also confirm the action they want people to take from the campaign.

9. Project timelines

Timings may move throughout a project but it is always good to have this conversation at the start. If a client has a specific launch date they are aiming for, then they should specify this here allowing you to meet their expectations.

10. Stay on track

This document should be used to inform costings and project launches. But don’t forget it is also a great tool to refer back to throughout the project when it is live. If things start to go off-piste you should have all deliverables listed and confirmed here.

Hopefully this helps you in creating your very own briefing document. But if there’s anything else you’d like to know or other advice you feel we can help with then please reach out, we’d love to chat.