College of Business Administration
MGT201- Marketing Management
Total Grades for the assignment – 05
Due Date- End of Week-13th
Demonstrate a thorough understanding of an integrated marketing communication plan,
which includes promotional strategies and measures of effectiveness (Lo 1.6 & 1.7).
Utilize strong analytical skills and tools to develop objective and effective marketing plan
(Lo 4.3 & 4.5).
DEVELOP A CREATIVE BRIEF
A creative brief is a structured document whose purpose is to communicate quickly and concisely
to anyone who might be involved in the creation of promotional materials for a product. The key
to making the project a success starts with having a thorough and well-thought-out creative brief.
It explains the ins and outs of a project for the creative team, agency, or designer who will be
working on it. It is like a blueprint for your project that not only helps the creative team but also
will help you as you shape the overall strategy and goals for the project. It will also make the whole
process smoother and more efficient, and most likely save your money in the long run.
Write a 3-4 page creative brief directed to an outside marketing or advertising agency for the
purpose of promoting your (Bed & breakfast or Small hotel).
The items below are the subheadings for your creative brief.
1. Describe your company
Provide context and background information on your company to help the designer or creative
team get a better understanding of your business. Who are you and what services and/or products
do you offer? Include links to your website and any other background material that might be
2. Explain your objectives
This is the most important part of the brief, and it is essential that you think through your strategy
and objectives completely before you get the project underway. Why do you need this project?
What are you hoping to achieve with it? What are your goals? Is there a problem you are trying to
solve? How will you measure success?
3. Define your target audience
Who is your customer? Whom are you trying to reach with this project or campaign? Share
demographic information about who they are and any behavioral insights you may have on them.
4. Identify your competition
Who are your competitors? You may want to include an overview of the competitive landscape
and any trends or market conditions affecting your industry. For this project, what are your
competitors doing as a point of comparison and as a point of differentiation? For example, if you
are refreshing your logo, what types of logos and colors do your competitors use? You can also
include a few examples of designs you like or do not like.
5. Include details on the tone, message, and style
The style and tone should be consistent with your brand and will hinge on what the project is, what
you are trying to achieve, and what action you want your customers to take. To help inform the
messaging and ensure it aligns with your objectives, be sure to include your strategic positioning
and the key messages that need to be addressed.
6. Provide the timing
If you have a timeline in mind for your project, include it in the brief. During your kickoff meeting
or initial conversations with your designer, make sure to discuss the timeline and agree upon a
7. Specify your budget
If you have a set budget for the project (which is often the case), include it in the brief and discuss
it with your designer. If the designer’s estimate exceeds your budget, talk it over and agree upon
realistic expectations, deliverables, and project costs before getting started.
8. List the key stakeholders
If other people on your team or within your organization need to be included in the review process,
provide their contact information. You can also include how you would like to receive deliverables
and provide feedback. On Up work, the Messages tool makes it easy to communicate and share
• This assignment is an individual assignment.
• All students are encouraged to use their own words.
• Referencing is necessary and student must apply APA Referencing Style.
• Plagiarism in case of more than 30% will get zero grades.
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