Stages of development of a promotional site. Brief

    ... continued. Start see 1 , 2


    Preliminary estimate of work

    The ability to make logical briefs and read them correctly is 50% of the success of working with a client. Brifs are divided into client and creative. The first describes the strategy for the client, its goals and objectives. A creative brief should explain what is required of an agency for a specific creative task. Let's talk about the creative brief on the promotional site.

    When you get a brief, in most cases you will have to rewrite it for your “creative”.

    Very few people can clearly and articulate the task of the agency. And even if externally the brief will look decent, then in the phrases there may be “pitfalls”. Errors usually concern the following:
    • inconsistency of presentation, repetitions (this indicates a fuzzy understanding of their tasks and strategy)
    • vagueness of formulations (vague general phrases that do not allow them to propose solutions based on them)
    • lack of important information (missing important information for evaluating performance)

    In order to preliminarily assess with the specialists the amount of work on the client’s task, the following points should be written in your brief:
    • Description of the product or service, the current market situation in which the product is located
    • Target audience - here it is desirable that the client selects a core or a bright representative of the target audience.
    • Objectives and purpose of the site - what tasks and goals the resource pursues
    • Insight - conscious or unconscious human need
    • Customer offer - briefly formulated unique customer offer
    • Arguments - a number of arguments in favor of choosing this product or service.
    • The structure of the site - how the client sees the structure of the site, what are the main sections and, preferably, to reveal the thesis content of these sections
    • Functional - it is important to understand what complex functional modules the client wants to see and for what purpose.

    Having this data available to a specialist, it will be easy to submit a preliminary timing of the project or say whether it is possible to meet the deadlines set by the client. Do not forget to approve the brief you have revised with the client. Accordingly, after the work done, the manager of the interactive project will simply create a “fork” of the project cost for the client.

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