The creative brief is a contract between the customer and Blueprint Agencies that defines a project or set of projects in terms of objectives, responsibilities, tasks, and deadlines. It answers the 5 “Ws” (and one “H”) – Who, What, Where, When, Why, and How, and represents the consensus the two parties have reached concerning the nature of the work that lies ahead. It sets boundaries of appropriateness to our creativity, so we spend less time presenting concepts, and more time achieving your stated objectives. More than any other question, “Who” defines the process to those objectives:
• Who is our target?
• Who is the primary contact for day-to-day communications?
• Who has final approval on concepts? On copy? On final product?
Two courses, one objective:
Process defines the course we sail. The more explicit your specifications, the straighter the course, and the faster we finish. But not all projects work that way. Many projects require numerous back and forth communications and approvals. The first type of project resembles the course taken by a power boat speeding toward its objective. The second resembles a sailboat progressively tacking upwind to the point where it can bear away and run before the wind under full sail.
The Fast track course:
Our customers frequently know exactly what they want. They come to us with well defined needs, and we deliver high quality services that are on time and on budget. Whether you need promotional products, collateral revisions, print runs, or any number of other rush jobs, we can Fast Track it. Simply call our customer service and tell them you have an urgent job. We’ll Fast Track it and get it done. Here is what the Fast Track Course looks like:
• Creative Brief – you know exactly what you want, so tell us…
• Creative Development – prepare and present draft layouts
• Creative Revisions – revise layouts to customer specifications
• Production – present final versions for approval
• Release – deliver the product where and when it is needed
The Collaborative course:
You know your business objectives, and you know your marketing objectives, but sometimes you need help to discover the best creative and technical means to achieve your objectives. The Collaborative Course starts with your objectives and ideas, and ends with a final product that achieves those objectives, and that we can all be proud of.
The Collaborative Course is driven by open lines of communication. The better we understand your business and your needs, the more help we’ll be to you. The better you understand our creative thoughts and reasoning, the more you’ll be able to help us help you.