[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-166055-en":3,"doc-seo-166055-105":29,"detail-sidebar-cat-1-en-105":90},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":11,"category_id":12,"category_name":13,"doc_title":14,"doc_description":15,"doc_content":16,"file_id":17,"file_url":18,"file_type":19,"file_size":20,"view_count":4,"is_deleted":4,"is_public":11,"is_downloadable":11,"audit_status":11,"page_count":21,"language":22,"language_code":23,"site_id":24,"html_lang":23,"table_of_contents":25,"faqs":26,"seo_title":27,"seo_description":15,"update_tm":28,"read_time":11},166055,1099523882182,"Alex Sinclair","https://ap-avatar.wpscdn.com/davatar_6f874abed73319feea01a86fa6f0fab8",1,11,"Presentations","Creative Brief Template - Last Updated May 2024","Creative brief template providing structured guidance for campaign creative development, aligning impact objectives, business goals, marketing goals, and measurable success metrics. Defines target audience, targeting demographics, key problems to solve, value proposition, benefits, call to action, and campaign tone. Includes reasons to believe to support conversion and an overall strategic approach using awareness messaging and benefit-driven direct response. Documents executional considerations covering deliverables, formats, and media asset requirements for future reuse.","Creative Brief Template\nLast Updated: May 2024\n____________________________________________________________________________\nThis is a creative brief template, which provides the creative team guidance on the objectives of the campaign and other critical executional considerations for the development of the creative assets - the italicized text is intended to provide additional context and examples.\n(Tip: Refer back to the Campaign Brief that you developed during the initial “Kick Off” phase. Information from that brief can be fleshed out here with further detail.)\nIMPACT OBJECTIVE\nThe desired outcome of the initiative.\nEXAMPLE:\nImprove economic outcomes for residents of NJ by making it easier to start, operate and grow a business.\nBUSINESS GOAL\nA single goal such as generating leads, generating sales, creating awareness,etc.\nEXAMPLE:\nGrow user Business.NJ.gov base (overall users).\nMARKETING GOALS\nActionable and trackable goals for the campaign.\nEXAMPLE:\nCreate awareness of Business.NJ.gov brand and URL\nDrive traffic to Business.NJ.gov\nTest the ability of paid media  to reach and drive diverse and underserved audiences\nMETRICS FOR SUCCESS\nThe measure(s) used to evaluate and determine the success of the campaign. These should align with the marketing goals.\nEXAMPLE:\n% increase (month over month/year over year) in:\nOverall users\nNew users\nMeasure the degree to which the paid media reaches diverse and underserved audiences\nAUDIENCE\nGroup(s) of individuals the campaign is speaking to.\nEXAMPLE:\nOwners and operators of businesses located in New Jersey\nEntrepreneurs looking to start a business in New Jersey\nTARGETING\nDemographic information about the audience including age, gender, HHI, education level, etc.\nEXAMPLE:\nAdults, 25-64\nRestricted to the State of New Jersey\nKEY PROBLEM\nThe problem that is trying to be solved.\nEXAMPLE:\nMany steps/government entities are involved with starting/operating a business.\nVALUE PROPOSITION\nStatement that expresses the answer to “What’s in it for me?” for the audience.\nEXAMPLE:\nBusiness.NJ.gov helps independent businesses succeed.\nCALL TO ACTION\nA prompt that encourages the user to take the next step.\nEXAMPLE:\nLearn more / get started.\nTONE\nThe feeling the campaign will express and evoke.\nEXAMPLE:\nConsistent with the conversational tone of the Business.NJ.gov website that comes from a place of partnership, actionable help, and commitment to your success.\nBENEFITS\nA list of what the product or initiative does for the user/how it helps them.\nEXAMPLE:\nAll the information you need to start, grow and operate your business in NJ\nManage/complete key business requirements in one place\nFind out your tax and annual report deadlines\nGet expert advice from a real person\nREASONS TO BELIEVE\nA list of reasons why the audience should be compelled to convert.\nEXAMPLE:\nRich content library and database of funding resources\nRegister your business here\nNavigator tool personalizes deadlines and requirements for your business\nLive chat is supported by real business experts during business hours\nSTRATEGIC APPROACH\nTactics to reach desired audience.\nEXAMPLE:\nDevelop awareness messaging that speaks to audience’s desire to “succeed”\nSupplement with benefit-driven direct response messaging (display/paid social)\nEXECUTIONAL CONSIDERATIONS\nDetails on the deliverables to be executed.\nEXAMPLE:\nMarketing assets will be determined by final Media Plan\nVideo-first approach featuring real entrepreneurs and owners\n1 :30 and 1 :15 (TV/streaming)\n6 :12 (paid social)\nOther assets to include banners (animated and static), static social, and text ads\nAssets to feature Business.NJ.gov URL\nVideo/photography assets will lend themselves to re-editing/repackaging in the future to support new product features and benefits.","cbCairrvrAzS4Sre","https://ap.wps.com/l/cbCairrvrAzS4Sre","docx",19727,3,"English","en",105,"# Impact Objective\n# Business Goal\n# Marketing Goals\n# Metrics for Success\n# Audience\n# Targeting\n# Key Problem\n# Value Proposition\n# Call to Action\n# Tone\n# Benefits\n# Reasons to Believe\n# Strategic Approach\n# Executional Considerations","[{\"question\":\"What sections are required to define a campaign’s impact and goals?\",\"answer\":\"The template includes IMPACT OBJECTIVE, BUSINESS GOAL, MARKETING GOALS, and METRICS FOR SUCCESS to connect intended outcomes with measurable evaluation criteria.\"},{\"question\":\"How does the template describe the target audience and how it should be targeted?\",\"answer\":\"It specifies AUDIENCE and TARGETING, including demographic factors such as age, gender, HHI, and education level, along with example constraints like restricting to a state.\"},{\"question\":\"What guidance does the template provide for execution and creative deliverables?\",\"answer\":\"EXECUTIONAL CONSIDERATIONS cover what assets will be delivered, suggested formats (e.g., video-first, specified time lengths), channels (TV/streaming, paid social), and asset types like banners, static social, and text ads, plus guidance on re-editing for future use.\"}]","Creative Brief Template - 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