A great creative brief is indispensable. It gets everyone to agree on the problem to be solved. It inspires the creative team to do something extraordinary. And it greases the skids of a successful client presentation. Unfortunately, most briefs aren’t great. The worst of them aren’t even brief. Instead, they’re a dumping ground for any and all information, no matter how irrelevant. There is an art to writing briefs that are useful, inspiring, and elevating, and in this workshop, we’ll teach you that art.
What You Will Learn
In design, advertising, and marketing communications you can see lots of examples of the saying, “Garbage In, Garbage Out” in practice. But the opposite is also true: If you give insightful, inspiring input, you can get brilliant, surprising output. In our day together, we’ll work on ways to upgrade the quality of the input we give through discussion, presentation, and writing exercises, as we cover these topics:
- How to gather the insights and client input necessary to start writing a brief
- How to define and frame a problem or challenge to solve that actually motivates teams to do their best work
- How to extend your thinking beyond a key idea
- Tips and alternative formats to make sure your briefs actually get read
- How to present a brief and what to do afterward
- Using the brief to improve the success of creative presentations
Who Should Take this Class?
This workshop is for anyone who provides input to advertising, web or design teams. Project managers, planners, strategists, account managers, and creative directors will all find these skills applicable to their work.
Topics & Schedule:
10a Introductions and objectives
10:30a Why do we need a creative brief?
11a Where does the brief fit in the creative process? When do I need to write one?
11:30a Basic building blocks of the brief: What goes into a brief (and what doesn’t!)
12:30p Lunch break
1:30p Building blocks of the brief (Part 2)
2:30p Client Input Briefs – What are they? When do I need one?
3:30p Frequently Asked Questions, Your Questions and Evaluations
*Lunch is provided. Hot, cold, gluten free and vegetarian selections available.
You may receive a partial refund of your tuition if you drop a class or your enrollment is terminated by SVC due to lack of progress or disciplinary problems. In these cases, this is the schedule for determining the amount of your refund:
Cancellation and Refund Policy for Classes:
SVC will refund all money paid if the student is not accepted. This includes instances where a class is cancelled by the school.
SVC will refund all the money paid if the student cancels within five business days (excluding Sundays and holidays) after registration and/or an initial payment is made, as long as the student has not begun training.
SVC will retain the established $45 registration fee if the student cancels after the fifth business day after registration and/or making an initial payment.
If training is terminated after the student enters classes, SVC may retain the registration fee established under (3) of this subsection, plus a percentage of the total tuition as described in the following table:
# of Classes Attended
% Tuition Refunded
# of Classes Attended
% Tuition Refunded
When calculating refunds, the official date of a student's termination is the last day of recorded attendance:
(a) When the school receives notice of the student's intention to discontinue the training program; or,
(b) When the student is terminated for a violation of a published school policy which provides for termination; or,
(c) When a student, without notice, fails to attend classes for thirty calendar days.
All refunds must be paid within thirty calendar days of the student’s official termination date.
There is a $75 cancellation fee for no-shows and enrollees dropping a one-day workshop without a valid excuse within 3 business days of the scheduled start time as published on the SVC website.
This refund policy is in accordance with Washington State Law, 490-105-130 (RCW 28C.10.050 (1)(b)).
School of Visual Concepts
SVC helps people already in the business of marketing, branding, design, UX, and content creation fill in the gaps in their knowledge through public full- and half-day workshops and custom corporate workshops.
If you’re looking to add to your portfolio or fill in some blank spaces in your brain, you can’t do much better than SVC.
The instructors are all top-notch working professionals who bring real world and big brand knowledge into the classroom. Our thinking is that the best people to teach you something aren't teachers. So, instead of a full-time faculty, our classes and workshops are taught by working professionals. More often than not, these are people at the top of their game, not wannabes or used-to-be-best. The connections you'll make with these pros can sometimes be as valuable as the material they'll teach you.
All this happens in an environment of friendliness, helpfulness and encouragement. Might this have something to do with the fact that 99% of SVC students say they’d recommend us?
We’re 100% certain that it does.
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