CREATIVE BRIEF - Awol TV€¦ · CREATIVE BRIEF Client Project Development Questionnaire 2019 ....
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CREATIVE BRIEF Client Project Development Questionnaire 2019 www.awoltv.com
Transcript of CREATIVE BRIEF - Awol TV€¦ · CREATIVE BRIEF Client Project Development Questionnaire 2019 ....
CREATIVE BRIEFClient Project Development Questionnaire
2019
www.awoltv.com
ABOUT US
Established since 2012, we are a company of passionate, dedicated creatives working across the Corporate, TV, Charitable and Event industries. We exist to create stunning content that is on-brand, on-message and designed with its end usage in mind.
We are a full-service Media Agency and Production Company, which means we bring to bear a broad range of skills from idea inception and development, production and deployment in the context of a well thought out Marketing / PR strategy.
WHAT WE DO
• Strategy & Execution
• Film / TV Production & Live Broadcasting
• Event Media & Conferencing
OUR VALUES
• Passion for Creativity
• Relentless Pursuit of Excellence
• Absolute Focus on the End State
01772 305892 | [email protected] | www.awoltv.com
OUR TEAM
MATT BROCKLEHURSTCo-Founder/ Technical Director
RICH BURNETTCo- Founder/ Producer
GREG GOODALLCo- Founder/ Director
HEATHER HODSDONMarketing Manager
PATRICK DAVYHead of Post Production
STEVE HOBBSHead of Media
PAUL MITCHELLHead of Photography
JOE CASSONMarketing/ Studio Assistant
STEVEN IRANICommunity Manager
01772 305892 | [email protected] | www.awoltv.com
CREATIVE BRIEF QUESTIONNAIREPlease introduce your project as follows:
PROJECT BACKGROUND & OBJECTIVES:
When answering this question, please start by describing why you’re producing the video in the first place. Is it part of a larger campaign or initiative? What specific outcome are you hoping to achieve?
Try to avoid ‘fuzzy’ words here, like “to educate”, “to inform”, or even to “increase awareness”. Instead, focus on changes in behavior which can be measured. What would happen as a result of “increased awareness”?
TARGET AUDIENCE:
If everyone is our audience, then nobody is! It’s best to focus on one primary audience per video, although it’s okay to have a secondary or tertiary audience in some cases. If you find that do you have several audiences, it might be a sign that you need several videos.
Sketch out a buyer persona: a semi-fictional portrait of your ideal customer. Include demographic information and more importantly their motivations and goals. What is your customer are and doing as they make their way through the buyer’s journey.
KEY MESSAGE (S):
Your key message(s) should be stated from the perspective of those we’re trying to influence. Answer the question “what’s in it for me?”. A clear description of these benefits will help your message not only be understood but acted upon.
The goal should be to define one key message per audience. If you’ve more than one key message, it again might be a sign that you need to produce more than one video.
HOW & WHERE WILL THE VIDEO BE DISTRIBUTED
Videos should be contextual and platform-specific, whenever possible. There are several reasons why your videos should be produced with the platform in mind:
LENGTH: There are different limits in length. Some platforms have limits of 1 minute, while pre-roll ads may be even less.
ASPECT: Aspect ratios can vary. On Facebook, square or even vertical videos tend to work better than widescreen.
AUDIO: Silent-autoplay is becoming more prevalent. This can mean producing videos that don’t rely on a voice-over in order to maximize engagement with relying on captions.
CTA: The call-to-action should be relevant. Asking them to visit your website might make sense for YouTube, but if they’re already there?
OUTPUT: Scripting several slight variations of the same video for each intended platform can be a very cost-effective way to maximize the results of your video.
Thank you for taking the time to consider and answer these questions!The AWOL Team
CREATIVE BRIEF QUESTIONNAIREPlease introduce your project as follows:
CREATIVE BRIEF QUESTIONNAIREContinued...
TONE OF VOICE:
Light-hearted or serious? Friendly or professional? It can be difficult to put this into words, which is why we’ll often ask for examples of any similar videos you’ve seen that you like – or don’t like – to use as a reference for a video’s the style and tone, along with any content guidelines that might exist.
BRANDING GUIDELINES:
Any non-negotiables should be included here, like the client’s logo, tagline, signature sound – anything that absolutely needs to be in the video.
You could also describe anything that should be avoided, like colors that are similar to a competitor’s, or any industry jargon or terms that might be off-putting for your audience.
TIMELINE:
How soon would you like to get started?Do you need a creative meeting with us?Is there a specific deadline?How many rounds of revisions and approvals will be necessary?
BUDGET:
At this stage, a specific budget should have been allocated for the project.If you’re still in the budgeting phase, we suggest you complete as much of this questionnaire as possible and send it across - we can lay out a range of price levels vs. delivery for you to work with.
APPROVAL PROCESS:
It’s important for a video producer to know what the approval process will be so that a realistic timeline can be created. The more people involved the longer things can take, and you should avoid design by committee at all costs. You’d also want to consider any planned vacations of any key stakeholders which could hold up the process.
Who will be the single point of contact in YOUR organisation?
01772 305892 | [email protected] | www.awoltv.com
Thank you for taking the time to consider and answer these questions!The AWOL Team
TERMS & CONDITIONS
1. A ‘day’ is anything up to 7.5 hours. For any working ‘day’ longer than 7.5 hours, an additional 50% of the applicable Day Rate will be charged. This will be notified in advance.
2. 50% non-refundable upfront deposit required prior to commencement of work on any project.
3. Remaining balance due upon deliver of first cut/edit.
4. Late Payment Fees will be charged at a rate of £15+VAT per day.
5. 1 x round of concise client-led amendments per production FOC.
6. Further amendment requests will be charged at current Post-Production Day Rates (please refer to T&C1 for definition) as incurred. Facilitation is subject to current Post-Production team availability.
7. Our standard turnaround time from Production to Final Edit is 1 calendar month; quicker Post-Production turnaround is available for an additional fee.
8. We reserve the right to use any content for our own promotional purposes, unless otherwise agreed. Please ask for details.
9. Rates are subject to change for future projects.
Thank you for your business, we look forward to working with you!
The AWOL Team
01772 305892 | [email protected] | www.awoltv.com
+44 (0) 1772 305 892
Unit 44E Progress Business Park
Orders Lane, Kirkham, Lancashire PR4 2TZ
