By Robin Heike, Production Foreman at Sonnhalter
Project meetings for marketing activities are so important for all who will be working on them, so let’s make sure we make the most out of them.
We usually start out with a creative brief initiated by the lead person for the project. This sets the tone and objectives for the project, so when the team does get together, they have a clearer picture of what needs to be done.
We use a creative brief to get the process going, and it might help you if you don’t have a formal process.
Here are the key elements:
- Project description – Give overall scope of what needs to be accomplished.
- Background – What are your current problems? What are possible key solutions? What are the current beliefs and what are the desired ones?
- What do you want the communication to do – introduce a new product or service?
- Target audiences – who are your primary and secondary audiences?
- Unique Selling Proposition – what sets a product or service apart from your competitors?
- Support points – give back-up features and benefits.
- Mandatories – logos, association bugs, tag lines.
- Tone – informative, leadership, etc.
- Deliverables – ad, e-blast, event, product sheet, blog post?
- Timeline – when is it due?
- Budget – Self explanatory.
Complete info includes direction/message to convey, any background info including examples, photos if they are being supplied, deadlines for completed project (who is responsible for what or where we can gather needed info/pieces and when and how a project will be presented).
Written details supplied on all project paperwork is so important since each person usually has more than one project in the works/on their mind.
Project meetings are most effective when all info that will be available is discussed with everyone who will be working on the project.