week 2 copywriting

“When you write a creative brief, you’re not filling out a form. You’re crafting the story of your product and its reason to exist and thrive in the world. This is the first, and arguably the most important creative act of the entire process. And yet it’s often approached with all the delight of passing a kidney stone.”

Howard Margulies, AdAge

You will begin your final project by researching a nonprofit organization of your choice as if they were a client in order to create a marketing strategy that best suits their goals. Then, write a creative brief that includes: The Nonprofit I chose to work on is the Alzheimer’s Association

  • The issue that your nonprofit client is trying to solve: pet adoption, food instability, after-school care, etc.
  • Details on their current marketing strategy
  • Your client’s needs
  • Your advertising objectives for your client
  • The media you will use (see the list in the final project description)
  • Proposition of benefit
  • Benefits of their products and/or services
  • How to deal with competition (if appropriate)
  • Target market
  • Tone of voice
  • Inclusions/exclusions

For reference and inspiration, see Barry, chapter 2, and the video below.

 
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