Fax Cover Sheet - Gunderson Direct Inc.



CREATIVE BRIEF

Project Name:      

Company:      

Product or Service:      

Contact Name:       Phone:       Email:      

Creative Brief

Please provide as much detail as possible. Where applicable, please prioritize information in order of importance to your customer. (To fill in text, place your cursor in the grey input boxes)

|Business/marketing objective: |

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|Products or services to be included in this piece: |

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|What special offer, if any, is this piece making to the customer?: |

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|Who is your target audience for this piece?: |

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|List the 3-5 most important or distinctive features of your product(s): |

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|Provide the strongest answer you can to this question asked by a potential customer: "What is your product going to do for me?" Indicate all the benefits resulting|

|from purchase and use of your product. Back up your product claims with argument and/or facts. |

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|Competitive environment: Who else sells your product or service and where is your company in that hierarchy? |

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|Product positioning: Why should the customer purchase your product rather than your competitor's? |

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|What are some reasons a potential customer would not respond?: (Cost too much. Switching accounts/companies is a hassle. Our offer is not as compelling as our |

|competitors.) |

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|Size of your target audience: |

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|Key metrics: |

|How will the results be measured and tracked? |

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|What will be the benchmark for success/profitability? |

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|Communication vehicles for targeting this audience: (Direct mail, collateral, online, print advertising, trade show, etc.)       |

|Will this be a multichannel effort: (Web, Email, Print, Social, Radio, TV?) If yes, please describe. |

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|Call to action — desired response: What action do you want the customer to take? |

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|Response Channels: [ ] Web [ ] Phone [ ] Branch [ ] BRE [ ] Other:       |

|Landing page: Please describe the landing page experience? |

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|Would you like Direct to develop your landing page? If yes, please describe. |

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|Do you need programming? [ ] Yes [ ] No |

|Do you need hosting? [ ] Yes [ ] No |

|Would you like to test landing pages? [ ] Yes [ ] No |

|Budget and timing: Add creative and print schedule if possible. |

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|Legal guidelines/product constraints: |

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|Agency success: Provide your expectations and/or goals that will make this a successful partnership between you and . |

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|Other: |

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