Creative Brief

Creative Brief

write and design a creative brief that will serve as a blueprint for your direct mail campaign What’s included in a creative brief? Key elements of the creative brief can include: Background information on the company, product or service Insight into the target audience Brand attributes, promise and mission Competitive landscape Business objectives Compelling offer Call to action Metrics for measuring success Supporting data Functional specifications (if applicable) Approval process Timelines Budget International Youth Foundation Research About the organization: The most important thing to know about the organization is that it is primarily involved in empowering the youths. This involves providing education, entrepreneurship opportunities, staying clean in terms of drugs, offering job, leadership and growth opportunities and ensuring a conducive environment by observing climate change aspects in its operations. Overall, the main objective of the organization is the betterment of the future by empowering the youth. International Youth Foundation is a global non-profit organization whose main aim is to empower youths across the world (“International Youth Foundation”). Based in Baltimore, it has so far been effective in its efforts to familiarize itself with quite a large number of youths worldwide through reliable promotions. Types of Promotions: The organization has been at the forefront in using promotional videos that are posted online on such sites as YouTube. Also, through its official website, Facebook page and Twitter account, the organization has used technology to its advantage in attracting more members. On the same note, the use of World Culture Festival, Good News Corps Festival, IYF World Culture Camp, World Education Leaders Forum, World Dance Festival and partnering with various organizations like the United Nations and governments has been instrumental in popularizing the organization. Elements and Printed Pieces: In previous promotions, the organization used brochures and printed flyers. By partnering with youths in various countries, these brochures were freely distributed. In addition, flyers were displayed by youths in different parts of cities, colleges, schools and highways. According to the interviewee, International Youths Days forms the most appropriate promotion platform whereby youths celebrating this are actively involved in displaying information in these printed materials (“International Youth Foundation”). These printed materials can be accessed in any IYF office in member countries including those of relevant partners. Moreover, printed t-shirts and calendars have also been heavily used in the promotion process as shown below: Audience: The primary audience of the organization is youths around more than forty countries around the world. The secondary audience includes all stakeholders including financial institutions, governments, and parents, educational institutions, employers and other non –profit organizations (“International Youth Foundation”). In targeting governments, the organizations aims at prompting them to take more interests in giving the youth more growth opportunities. Educational institutions are challenged to offer quality and practical education while financial institutions are targeted for the sake of donating and offering financial support for the course. Similarly, employers are challenged to change their hiring mechanisms to accommodate the youth. Similar Organizations: Other similar organizations include Laureate Education, Mercy Corps, YMCA, YWCA, Peacefire, European Free Alliance Youth, Scouting, Fimcap and IAPSS among others. What differentiates IYF from other youth organizations is that offers a first hand and practical solutions to challenges facing the youth. It is also global and addresses all aspects of life affecting the youth irrespective of religion, sex, and color, country of origin or ethnicity. Direct Mail information, Budget, Stakeholders, and Logo: Information to be included in a direct mail campaign may include thanking members, giving them t-shirts and brochures and asking them to recruit additional members. Budgetary requirements will be fully catered for by the finance and promotion departments of the organization (“International Youth Foundation”). The official logo and corporate standards will be emailed directly. Other relevant information that may be needed in this process is available at the organization’s official website. Project and public relations managers are directly involved in approving promotions designs. A minimum of three weeks would be needed in the approval of designs.