Client Briefs

Client Briefs ♡

What does a brief tell you?

♡ explicit demands

♡ implicit demands

♡ open

What makes a brief effective?

♡ background

♡ objective

♡ target audience 

♡ promise

♡ support for your promise

♡ key message

♡ timing and parameters 

My brief

Brandy Melville

Brandy Melville, the clothing shop would like to promote their new summer collection. Their target audience is 15-21 year olds who like to stay on trend with a beachy and VSCO aesthetic. Their prices are relatively affordable so would appeal to an ABC1 group. They appeal to all races and ethnicities. Their main consumers tend to be female so they would like to gain more male customers. They would like to reach a wide audience so they can sell more clothes. The main way of promoting their brand would ideally be social media influencers. For example, they could post instagram pictures wearing the clothing line and tag the brand. Therefore, their fans idolise them and want to be like them, and may purchase the same clothing to do so. Their brand message is to stay on trend and feel confident, without spending a fortune. This is their USP, which should be promoted. The promotions must be finished and ready to share with the public for the beginning on June so that it is in time for customers to buy the summer collection.

Types of briefs

Contractual 

♡ the brief is outlined within a contract of employment - legally binding

Tender

♡ a client publishes an advert making clear they need a media product to be created, and requests bids from production companies. Production companies then send in their brief or pitch in response, detailing estimated costs, time scales and how the product will be produced.

Commissioned

♡ a client hires a separate independent media company to create a media product for them. The media company will do their own research, create a proposal and do the planning and do the planning for the project

Formal

♡ based on a scheduled meeting between client and producer. Client outlines their requirements for the product. Written documentation is provided for the meeting setting out the rules and regulations to be followed. The meeting allows detail to be looked at and follow up meetings to be arranged. This can also be done by video conferencing 

Informal

♡ the client will discuss their requirements during a telephone call for example. There won't be any documentation provided with the client and the producer coming to a verbal agreement about the product to be produced

Negotiated 

♡ the client and producer work together to develop a brief for the project and digital media product. Discussions take place where the various aims and objectives area agreed before anything is formally written

Ways of generating ideas

Blue sky thinking

♡ this is a process of generating ideas which wants to be utterly imaginative and without limits - thinking creatively outside the box

Mood boards

Mind maps

SWOT analysis

♡ Strengths, Weaknesses, Opportunities, Threats

STRENGTHS	WEAKNESSES
- expert on European skills  - knowledge of a variety of genres   - clear task given	- internal procedures and working practices - limited skills of the personnel
OPPORTUNITIES	THREATS
- companies may see the print ad and want to work with me - work in european film industry	- funding/cash flow  - external changes eg: rules for working in europe - employment

Interpreting a Brief

Explicit demands:

♡ promotional video

♡ less than 5 minutes

Implicit demands:

♡ focus on audience

♡ cultural groups - events

♡ content, layout, colour