{"id":431954,"date":"2018-06-17T11:43:28","date_gmt":"2018-06-17T11:43:28","guid":{"rendered":"https:\/\/essaypaper.org\/?p=26321"},"modified":"2018-10-24T08:52:02","modified_gmt":"2018-10-24T08:52:02","slug":"creative-executive-brief-assignment","status":"publish","type":"post","link":"https:\/\/www.benedictsol.com\/blogs\/creative-executive-brief-assignment\/","title":{"rendered":"Creative Executive Brief Assignment"},"content":{"rendered":"

COMM\u00a0\u00a03303:\u00a0\u00a0Creative Brief Assignment Description\u00a0<\/strong><\/b><\/h2>\n

\u00a0<\/strong><\/b>The creative brief is a\u00a0roadmap\u00a0from which you build all strategic messages for a particular product, service or organization. A version of it is used for ideas as large as an advertising campaign and as small as public relations tactics, such as Twitter content creation or an informational brochure. The creative brief is explored in detail in\u00a0Chapter Two: Strategy and Branding\u00a0(with simple examples offered).<\/p>\n

Your final creative brief will focus on the newly designed\u00a0UHD Communication Studies<\/strong><\/b>\u00a0degree (see flyer attached)\u00a0and will be much more detailed. You should incorporate the research conducted and feedback received in previous assignments.<\/p>\n

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Background:<\/strong><\/b><\/p>\n

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The University of Houston-\u00ad\u00e2\u20ac\u0090Downtown\u2019s Bachelor\u00a0of Arts in Communication Studies<\/strong><\/b>\u00a0is one of\u00a0\u00a0the\u00a0\u00a0largest\u00a0\u00a0and\u00a0\u00a0steadily\u00a0\u00a0growing\u00a0\u00a0\u00a0\u00a0degree\u00a0\u00a0programs\u00a0\u00a0in\u00a0\u00a0the\u00a0\u00a0College\u00a0\u00a0of\u00a0\u00a0Humanities\u00a0\u00a0and\u00a0\u00a0Social\u00a0\u00a0Sciences.\u00a0\u00a0In the past year, the Communication Studies program has undergone major changes, including a newly\u00a0\u00a0aligned\u00a0\u00a0Arts\u00a0\u00a0&\u00a0\u00a0Communication<\/strong><\/b>\u00a0\u00a0department\u00a0\u00a0(formerly\u00a0\u00a0Arts\u00a0\u00a0&\u00a0\u00a0Humanities)\u00a0\u00a0and\u00a0\u00a0a\u00a0\u00a0newly\u00a0\u00a0designed\u00a0\u00a0degree\u00a0\u00a0plan\u00a0\u00a0featuring\u00a0\u00a0concentration\u00a0\u00a0areas\u00a0\u00a0in\u00a0\u00a0Corporate\u00a0\u00a0Communication,\u00a0\u00a0Health\u00a0\u00a0&\u00a0\u00a0Relational\u00a0\u00a0Communication,\u00a0\u00a0Media\u00a0\u00a0&\u00a0\u00a0Public\u00a0\u00a0Communication,\u00a0\u00a0and\u00a0\u00a0Communication\u00a0\u00a0Studies\u00a0\u00a0(general).<\/p>\n

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The\u00a0\u00a0new\u00a0\u00a0changes\u00a0\u00a0to\u00a0\u00a0the\u00a0\u00a0degree\u00a0\u00a0plan\u00a0\u00a0include\u00a0\u00a0pairing\u00a0\u00a0health\u00a0\u00a0courses\u00a0\u00a0with\u00a0\u00a0interpersonal\u00a0\u00a0courses;\u00a0\u00a0adding\u00a0\u00a0media\u00a0\u00a0courses\u00a0\u00a0and\u00a0\u00a0interests\u00a0\u00a0alongside\u00a0\u00a0public\u00a0\u00a0and\u00a0\u00a0rhetorical\u00a0\u00a0communication\u00a0\u00a0courses;\u00a0\u00a0and\u00a0\u00a0providing\u00a0\u00a0a\u00a0\u00a0general\u00a0\u00a0Communication\u00a0\u00a0Studies\u00a0\u00a0concentration\u00a0\u00a0to\u00a0\u00a0allow\u00a0\u00a0for\u00a0\u00a0an\u00a0\u00a0easier\u00a0\u00a0transition\u00a0\u00a0for\u00a0\u00a0transfer\u00a0\u00a0students\u00a0\u00a0to\u00a0\u00a0declare\u00a0\u00a0as\u00a0\u00a0Communication\u00a0\u00a0Studies\u00a0\u00a0majors.\u00a0\u00a0Other highlights for\u00a0\u00a0the\u00a0\u00a0B.A.\u00a0\u00a0in Communication\u00a0\u00a0Studies\u00a0\u00a0program\u00a0\u00a0include\u00a0\u00a0the\u00a0\u00a0abundance\u00a0\u00a0of\u00a0\u00a0courses\u00a0\u00a0offered\u00a0\u00a0online\u00a0\u00a0and\u00a0\u00a0the\u00a0\u00a0new\u00a0\u00a0UHD\u00a0\u00a0iRadio\u00a0\u00a0station.\u00a0\u00a0As\u00a0\u00a0the\u00a0\u00a0Fall\u00a0\u00a02018\u00a0\u00a0semester\u00a0\u00a0approaches,\u00a0\u00a0the\u00a0\u00a0Communication\u00a0\u00a0Studies\u00a0\u00a0program\u00a0\u00a0looks\u00a0\u00a0forward\u00a0\u00a0to\u00a0\u00a0implementing\u00a0\u00a0these\u00a0\u00a0new\u00a0\u00a0and\u00a0\u00a0exciting\u00a0\u00a0changes.<\/p>\n

\u00a0<\/strong><\/b><\/p>\n

DESCRIPTION:\u00a0\u00a0<\/strong><\/b>A\u00a0\u00a0creative\u00a0\u00a0brief\u00a0\u00a0is\u00a0\u00a0a\u00a0\u00a0roadmap\u00a0\u00a0from\u00a0\u00a0which\u00a0\u00a0the\u00a0\u00a0creative\u00a0\u00a0team\u00a0\u00a0builds\u00a0\u00a0strategic\u00a0\u00a0messages\u00a0\u00a0for\u00a0\u00a0a\u00a0\u00a0particular\u00a0\u00a0product,\u00a0\u00a0service\u00a0\u00a0or\u00a0\u00a0organization.\u00a0\u00a0For\u00a0\u00a0your\u00a0\u00a0final\u00a0\u00a0assignment,\u00a0\u00a0you\u00a0\u00a0will\u00a0\u00a0produce\u00a0\u00a0a\u00a0\u00a0creative\u00a0\u00a0brief\u00a0\u00a0for\u00a0\u00a0the\u00a0\u00a0Communication\u00a0\u00a0Studies\u00a0\u00a0program\u00a0\u00a0with\u00a0\u00a0the\u00a0\u00a0goal\u00a0\u00a0of\u00a0\u00a0marketing\u00a0\u00a0the\u00a0\u00a0newly\u00a0\u00a0designed\u00a0\u00a0B.A.\u00a0\u00a0in\u00a0\u00a0Communication\u00a0\u00a0Studies\u00a0\u00a0degree.\u00a0\u00a0The\u00a0\u00a0goal\u00a0\u00a0of\u00a0\u00a0the\u00a0\u00a0creative\u00a0\u00a0brief\u00a0\u00a0assignment\u00a0\u00a0is\u00a0\u00a0to\u00a0\u00a0encourage\u00a0\u00a0you\u00a0\u00a0to\u00a0\u00a0think\u00a0\u00a0about\u00a0\u00a0strategic\u00a0\u00a0messaging\u00a0\u00a0and\u00a0\u00a0consider\u00a0\u00a0the\u00a0\u00a0necessary\u00a0\u00a0steps\u00a0\u00a0of\u00a0\u00a0building\u00a0\u00a0an\u00a0\u00a0effective\u00a0\u00a0advertising\u00a0\u00a0campaign.\u00a0\u00a0\u00a0\u00a0<\/strong><\/b><\/p>\n

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INSTRUCTIONS:<\/strong><\/b>\u00a0\u00a0Use the information above\u00a0\u00a0and\u00a0\u00a0additional\u00a0\u00a0research\u00a0\u00a0to\u00a0\u00a0develop\u00a0\u00a0one\u00a0\u00a0advertising\u00a0\u00a0objective\u00a0\u00a0for\u00a0\u00a0the\u00a0\u00a0new\u00a0\u00a0degree\u00a0\u00a0implementation.\u00a0\u00a0Your objective should\u00a0\u00a0address\u00a0\u00a0a\u00a0\u00a0specific\u00a0\u00a0target\u00a0\u00a0audience\u00a0\u00a0and\u00a0\u00a0highlight\u00a0\u00a0specific\u00a0\u00a0features\u00a0\u00a0and\u00a0\u00a0benefits\u00a0\u00a0of\u00a0\u00a0the\u00a0\u00a0Communication\u00a0\u00a0Studies\u00a0\u00a0program.\u00a0\u00a0Building upon your\u00a0\u00a0one\u00a0\u00a0objective,\u00a0\u00a0you\u00a0\u00a0will\u00a0\u00a0produce\u00a0\u00a0a\u00a0\u00a0creative\u00a0\u00a0brief\u00a0\u00a0in\u00a0\u00a0executive\u00a0\u00a0report\u00a0\u00a0format.<\/p>\n

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Below will give you a little detail about the client that will need to be elaborated on with a little research:<\/p>\n

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    \n
  1. Who is the client?<\/strong><\/b>\n
      \n
    • University of Houston Downton \u2013 Bachelor of Arts in Communication Studies<\/li>\n<\/ul>\n<\/li>\n
    • What is the client’s business\/product\/service?<\/strong><\/b>\n
        \n
      • The product that the client provides are degrees in the Arts & Communication field.<\/li>\n<\/ul>\n<\/li>\n
      • What word would you use to describe the business\/product\/service?<\/strong><\/b>\n
          \n
        • Education\/Learning Development<\/li>\n<\/ul>\n<\/li>\n
        • Who is the competition?<\/strong><\/b>\n
            \n
          • Rice University<\/li>\n
          • Houston Community College<\/li>\n
          • Baylor University<\/li>\n
          • Texas Southern University<\/li>\n
          • All Universities & Community colleges within the Texas area<\/li>\n<\/ul>\n<\/li>\n
          • Is there a target audience? If not, who would you target and why?<\/strong><\/b>\n
              \n
            • Yes, there seems to be a targeted audience that capitalizes on persons of the age group 30+.<\/li>\n
            • I would like to target individuals that are of the age 30+ seeking to continue their education while working full time.<\/li>\n<\/ul>\n<\/li>\n
            • What is unique about your business\/product\/service?<\/strong><\/b>\n
                \n
              • What\u2019s unique about the University of Houston Downtown Arts in Communication Department is that most of the required courses offer hybrid, online courses, and late in-person courses that can offer several options for those that are full time and part time workers flexibility to accomplish their goal of obtain a degree.<\/li>\n<\/ul>\n<\/li>\n
              • What are the growth opportunities (untapped markets)?<\/strong><\/b>\n
                  \n
                • The growth opportunity the university has are to structure their programs to capture the young adults graduating from high school.\u00a0\u00a0By capturing young adults provides more revenue to bring about more programs, and resources.<\/li>\n<\/ul>\n<\/li>\n
                • Why are you interested in this client?<\/strong><\/b>\n
                    \n
                  • I\u2019m interested in this client because it affects me personally, as I too am an person over the age of 30, and are working towards obtaining my degree in B.A. Corporate Communication, with a minor in Human Resource Management.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n

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                    \n

                    Your\u00a0\u00a0final\u00a0\u00a0document\u00a0\u00a0should\u00a0\u00a0include\u00a0\u00a0the\u00a0\u00a0following\u00a0\u00a0components,\u00a0\u00a0in\u00a0\u00a0this\u00a0\u00a0order:\u00a0<\/strong><\/b><\/p>\n

                    \u00a0\u00a0\u00a0Front\u00a0\u00a0Cover\u00a0\u00a0(title,\u00a0\u00a0subtitle,\u00a0\u00a0name)<\/p>\n

                    \u00a0\u00a0\u00a0Executive\u00a0\u00a0Summary\u00a0\u00a0o\u00a0\u00a0\u00a0This\u00a0\u00a0should\u00a0\u00a0be\u00a0\u00a0a\u00a0\u00a0brief\u00a0\u00a0overview\u00a0\u00a0of\u00a0\u00a0at\u00a0\u00a0least\u00a0\u00a0two\u00a0\u00a0well-\u00ad\u00e2\u20ac\u0090written\u00a0\u00a0paragraphs.\u00a0\u00a0Define\u00a0\u00a0the\u00a0\u00a0industry,\u00a0\u00a0client\/company,\u00a0\u00a0and\u00a0\u00a0product\/service\u00a0\u00a0first.\u00a0\u00a0Is\u00a0\u00a0there\u00a0\u00a0a\u00a0\u00a0specific\u00a0\u00a0problem\u00a0\u00a0or\u00a0\u00a0issue\u00a0\u00a0that\u00a0\u00a0needs\u00a0\u00a0to\u00a0\u00a0be\u00a0\u00a0addressed?\u00a0\u00a0What\u00a0\u00a0is\u00a0\u00a0the\u00a0\u00a0specific\u00a0\u00a0opportunity\u00a0\u00a0that\u00a0\u00a0lends\u00a0\u00a0toward\u00a0\u00a0a\u00a0\u00a0new\u00a0\u00a0marketing\u00a0\u00a0or\u00a0\u00a0branding\u00a0\u00a0campaign?\u00a0\u00a0Next,\u00a0\u00a0give\u00a0\u00a0some\u00a0\u00a0background\u00a0\u00a0\u2013\u00a0\u00a0a\u00a0\u00a0bit\u00a0\u00a0of\u00a0\u00a0history\u00a0\u00a0(no\u00a0\u00a0more\u00a0\u00a0than\u00a0\u00a0one\u00a0\u00a0paragraph)\u00a0\u00a0of\u00a0\u00a0the\u00a0\u00a0product.\u00a0\u00a0Finally,\u00a0\u00a0summarize\u00a0\u00a0where\u00a0\u00a0your\u00a0\u00a0product\u00a0\u00a0and\u00a0\u00a0company\u00a0\u00a0are\u00a0\u00a0today.<\/p>\n

                    \u00a0\u00a0\u00a0Advertising\u00a0\u00a0Challenge\u00a0\u00a0OR\u00a0\u00a0Opportunity\u00a0\u00a0o\u00a0\u00a0\u00a0Describe\u00a0\u00a0the\u00a0\u00a0challenge\u00a0\u00a0or\u00a0\u00a0opportunity\u00a0\u00a0your\u00a0\u00a0advertising\u00a0\u00a0campaign\u00a0\u00a0seeks\u00a0\u00a0to\u00a0\u00a0address\u00a0\u00a0or\u00a0\u00a0accomplish:\u00a0\u00a0Boost\u00a0\u00a0Sales?\u00a0\u00a0Change\u00a0\u00a0behavior?\u00a0\u00a0Raise\u00a0\u00a0awareness?\u00a0\u00a0Other?\u00a0\u00a0Pick\u00a0\u00a0one!<\/p>\n

                    \u00a0\u00a0\u00a0Objective\u00a0\u00a0o\u00a0\u00a0\u00a0Objective(s)<\/em>:\u00a0\u00a0\u00a0\u00a0What\u00a0\u00a0measurable<\/strong><\/b>\u00a0\u00a0objective\u00a0\u00a0needs\u00a0\u00a0to\u00a0\u00a0be\u00a0\u00a0achieved?\u00a0\u00a0\u00a0\u00a0This\u00a0\u00a0is\u00a0\u00a0directly\u00a0\u00a0related\u00a0\u00a0to\u00a0\u00a0the\u00a0\u00a0challenge.\u00a0\u00a0Your\u00a0\u00a0objective\u00a0\u00a0should\u00a0\u00a0be\u00a0\u00a0stated\u00a0\u00a0as\u00a0\u00a0clearly\u00a0\u00a0as\u00a0\u00a0possible.\u00a0\u00a0For\u00a0\u00a0example,\u00a0\u00a0if\u00a0\u00a0the\u00a0\u00a0client\u2019s\u00a0\u00a0challenge\u00a0\u00a0is\u00a0\u00a0from\u00a0\u00a0a\u00a0\u00a0lull\u00a0\u00a0in\u00a0\u00a0sales,\u00a0\u00a0the\u00a0\u00a0objective\u00a0\u00a0should\u00a0\u00a0be\u00a0\u00a0to\u00a0\u00a0increase\u00a0\u00a0sales.\u00a0\u00a0However,\u00a0\u00a0instead\u00a0\u00a0of\u00a0\u00a0simply\u00a0\u00a0\u201cincrease\u00a0\u00a0sales,\u201d\u00a0\u00a0a\u00a0\u00a0specific\u00a0\u00a0objective\u00a0\u00a0would\u00a0\u00a0be\u00a0\u00a0to\u00a0\u00a0\u201cincrease\u00a0\u00a0sales\u00a0\u00a0with\u00a0\u00a0our\u00a0\u00a025-\u00ad\u00e2\u20ac\u009034-\u00ad\u00e2\u20ac\u0090year-\u00ad\u00e2\u20ac\u0090old\u00a0\u00a0audience\u00a0\u00a0by\u00a0\u00a08%\u00a0\u00a0in\u00a0\u00a0the\u00a0\u00a0next\u00a0\u00a06\u00a0\u00a0months.\u201d\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Target\u00a0\u00a0Audience<\/p>\n

                    \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0-\u00ad\u00e2\u20ac\u00901-\u00ad\u00e2\u20ac\u0090<\/p>\n

                    o\u00a0\u00a0\u00a0Demographics.<\/u>\u00a0\u00a0\u00a0\u00a0Is\u00a0\u00a0there\u00a0\u00a0a\u00a0\u00a0focus\u00a0\u00a0on\u00a0\u00a0men,\u00a0\u00a0women,\u00a0\u00a0or\u00a0\u00a0both?\u00a0\u00a0\u00a0\u00a0Geography?\u00a0\u00a0\u00a0\u00a0Income?\u00a0\u00a0All\u00a0\u00a0consumers,\u00a0\u00a0heavy\u00a0\u00a0consumers,\u00a0\u00a0light\u00a0\u00a0consumers?\u00a0\u00a0Others?\u00a0\u00a0Be\u00a0\u00a0sure\u00a0\u00a0to\u00a0\u00a0include\u00a0\u00a0a\u00a0\u00a0justification\u00a0\u00a0for\u00a0\u00a0choices\u00a0\u00a0made\u00a0\u00a0in\u00a0\u00a0this\u00a0\u00a0section.<\/p>\n

                    o\u00a0\u00a0\u00a0Psychographics.<\/u>\u00a0\u00a0\u00a0\u00a0What\u00a0\u00a0is\u00a0\u00a0the\u00a0\u00a0mindset\u00a0\u00a0of\u00a0\u00a0your\u00a0\u00a0target\u00a0\u00a0audience?\u00a0\u00a0\u00a0\u00a0How\u00a0\u00a0does\u00a0\u00a0your\u00a0\u00a0product\u00a0\u00a0fit\u00a0\u00a0uniquely\u00a0\u00a0into\u00a0\u00a0their\u00a0\u00a0lives?\u00a0\u00a0What\u00a0\u00a0do\u00a0\u00a0you\u00a0\u00a0know\u00a0\u00a0about\u00a0\u00a0the\u00a0\u00a0values\u00a0\u00a0of\u00a0\u00a0their\u00a0\u00a0gjeneration?<\/p>\n

                    \u00a0\u00a0\u00a0Features\u00a0\u00a0and\u00a0\u00a0Benefits\u00a0\u00a0o\u00a0\u00a0\u00a0Include\u00a0\u00a0a\u00a0\u00a0list\u00a0\u00a0of\u00a0\u00a0features\u00a0\u00a0with\u00a0\u00a0accompanying\u00a0\u00a0benefits.\u00a0\u00a0You\u00a0\u00a0should\u00a0\u00a0clearly\u00a0\u00a0indicate\u00a0\u00a0how\u00a0\u00a0the\u00a0\u00a0features\u00a0\u00a0listed\u00a0\u00a0offer\u00a0\u00a0benefits\u00a0\u00a0to\u00a0\u00a0your\u00a0\u00a0target\u00a0\u00a0audience.<\/p>\n

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