Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 55

The third type of document that could be considered a communication plan is a creative brief. A creative brief is a quick worksheet that you fill out before you get started on any significant piece of communications work. It's like a mini strategy for a particular campaign or project.

Using a creative brief forces you to consider important questions before you get started. It's also a wonderful collaboration tool that helps your team work out potential conflicts before you spend a lot of time on the project. It's also a nice touchstone that you can return to if you feel like a project is going astray at any point.

Here are common questions in a creative brief worksheet:

 What is it? What is the deliverable?

 What is the goal or purpose of the communications piece?

 What is the single most important thing it should communicate?

 Who is the communications piece for (specific participant or supporter groups, for example)?

 What is the specific call to action?

 Is there a specific voice, tone, or style for this piece that should be reflected in copy or design?

 What gap is this piece filling in our existing communications line-up?

 How will success of the piece be measured?

 Who is the primary decision maker on this piece? Who else is working on it?

 What budget and additional resources will be made available?

 What are the deadlines for the first, intermediate, and final drafts?

You can find much more detail and examples of Big Picture Communications Timelines, editorial calendars, and creative briefs in my book, Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money, as well as at NonprofitMarketingGuide.com