Preparing a Direct Marketing Creative Design Brief

Use the tips below to prepare a through and accurate direct marketing creative design brief (or any other form of design brief for that matter). A good brief can help focus the efforts of designers into the right areas for your business, to save everyone wasting valuable time and money.

Aims and Objectives What is the overall aim of the project? What specific objectives do you want the designed material to achieve? Does it have to communicate particular information, gain responses of some kind, or be used to fulfil enquiries?

Audience Who is the potential audience and what do you know about them? A designer will need to know who they are designing for, their tastes, attitudes and views. If this information is not available you may need to consider carrying out some research amongst current and potential customers.

Competition Who are the main competitors and what are their activities? Try and obtain copies of their designed material, or list their websites as a source of more background information.

Format Do you have any specific requirements for the format of the project? What content will need to be included in the item? This information may help dictate the format.

Style Is there a particular style or theme that you would like to see followed? To help describe this theme you may like to list some keywords which sum up the core values of your brand such as; “new, technological, traditional, quality, modern, creative, trustworthy, reliable, luxury, everyday, value.”

Quantity If you are producing a mailer or brochure how many copies will you require. This may have an impact upon the production methods used or what may be possible in the design.

Copy What copy will there be and how will it be supplied? For example will text be provided as continuous prose or as a series of bullet points? Will you write this copy yourself and supply it electronically or do you need it professionally written by a copywriter? Is there any specific technical or legal information which must always be featured?

Images Do you have existing photography to use and what format is it in? Do you need new images and if so do they need to be shot or could they be sourced from photographic libraries, or your suppliers?

Budget What is your budget for the project? Whilst you may feel uncomfortable about divulging this information, remember that your project will need to managed as a partnership between you and your supplier. Prior knowledge of budgets can prevent designers wasting valuable time and resources in exploring ideas which may not be viable for financial reasons, or broaden their perspectives in creating an effective solution for your needs.

Timings What are your timings for the project and are there are any individual deadlines? You may need to allow time for research, concept work, presenting visuals internally, checking proofs and of course production.

Contacts Who will be responsible for the project within your organisation? It often makes sense to appoint a single point of contact to help ensure rapid and effective communication between agency and client.

If you need help – give the team a call on 01304 383838.