COM 220 3/10/25

Overview of Communication Briefs

• Communication briefs are essential tools for guiding marketing campaigns and strategies across various brands.

• Account planners play a pivotal role in overseeing strategies, finalizing research methodologies, and constructing communication briefs.

Essential Components of a Communication Brief

• Objective:

  • Defines what needs to be accomplished through advertising.

  • Should be clear and measurable (e.g., increase market share by 5% or raise awareness among a target audience).

  • Example: Convince Gen Z that purchasing a Bool backpack signifies being "in the know."

• Target Audience:

  • Clearly outlines who is being targeted.

  • Importance of understanding demographics and psychographics to effectively engage with the audience.

  • Strategies like creating customer personas to flesh out ideal consumers.

• Key Insight:

  • The core truth derived from research about the target audience’s motivations and behaviors.

  • Example: Gen Z prioritizes transparency and health benefits in energy drinks.

• Single-minded Proposition (SMP):

  • A concise statement reflecting the main idea or message of the campaign.

  • It serves as a guiding principle for all campaign creative directions.

  • Example: "Tenzing natural energy is healthier, more natural energy drink that also supports a sustainable future."

• Support:

  • Reasons to believe in the SMP, providing the rationale for the proposition.

  • Should include strong benefits or features that reinforce why the campaign matters.

  • Example: Plant-based, low-calorie, B Corp certified, etc.

• Tonality:

  • Refers to the brand’s voice across communications.

  • Tone should remain consistent, while also aligning with the brand’s personality.

  • Examples of diverse tonal approaches: humor for Bud Light vs. empowerment for the US Army.

• Moments of Receptivity:

  • Identifies when and where the target audience is most likely to engage with the brand.

  • Important to consider seasonal relevance and situational contexts.

  • Example: Increased sales for jewelry during holidays, or targeting outdoor enthusiasts in state parks during warmer months.

Application of Components in Exercises

• During the session, students will work on drafting elements of a communication brief for Tenzing as part of a practical exercise, focusing on:

  • Objective setting that is scalable and realistic for the 2025 market launch.

  • Defining a target audience based on prior research.

  • Developing insights about that audience to inform strategy.

  • Crafting an SMP based on this research.

  • Identifying moments of receptivity to effectively engage the target demographic.

Real-time Briefs vs. Traditional Briefs

• Acknowledgment that not all briefs follow the same lengthy research and development process.

• Quick, real-time responses may be required for brands to stay relevant in pop culture moments, often seen in social media activations.

• The need for flexibility in marketing strategies to address immediate opportunities.

Conclusion

• Communication briefs are a comprehensive approach to strategic marketing, informing creative direction to effectively meet consumer needs and campaign objectives.

• Class exercises aim to provide participants hands-on experience in crafting meaningful components of communication briefs.