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The second case mini-assignment, is the creation of a creative brief and content strategy to reflect the overall brand positioning, the communications objectives, and the overall creative strategy that will guide the implementation of individual campaigns in all marketing communications media and/or channels. This part is the most creative and the execution component of this project.
I will provide you the first assignment for also so you can have a clear vision.
For this assignment you will be creating an individual presentation answering the questions below and showcasing your creative concept board.
I want to see your creativity – have FUN and stay true to the brand/campaign goals.
Creative Brief Components Required for Part 2:
Part 1: Individual Presentation (Via Bongo) Components
Overall Brand Objectives (based on opportunity)
What is the objective of your creative direction?
What is the objective of this campaign?
Positioning Strategy Statement and Value Proposition for Campaign
How are you going to position your brand in the market?
Creative Strategy and Content Strategy Concepts
What is your big idea? What do you want to communicate?
Creative Objectives
What are your creative objectives? What do you want to communicate/convey to your audience?
Give an overview and discuss your creative concept board (why you selected what you did and how does it tie back to the case/audience and your goals).
Part 2: Design of Creative Concept Board
Creative Concept Board (provide examples of what your creative/brand should look/feel)
This concept board will be handed in with a 1-page summary of your creative brief (NO more than 1-page summary – very brief). This will be marked as well as your overall presentation.


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