Background Summary: Our client is User Solutions, INC., which specializes in providing

software for manufacturing companies needing to keep their business organized and have their

inventory in order. The company has been in business for over 25 years and has stood the test of

time, but with a lack of social media presence, the company is missing out on potential clients.

Overview: We will work on creating a larger social media presence

o promote current products offered and soon-to-come products as well. The main issue currently

is the need for more engagement on social media accounts, which our creative team can assist

with by creating templates and pre-made social media postings. There are manufacturing groups

on LinkedIn that will provide us with an opening for product promotions as SaaS.

Drivers:

Audience:

Competitors: The competition at the moment has more up-to-date social media profiles and

moreasier way to reach out

Tone:

Message: Our primary objective is to build a strong social media presence for User Solutions,

INC., encompassing the promotion of current product offerings, creating excitement around

upcoming releases, and fostering engagement with potential clients across various social media

platforms.

To accomplish these goals, we will implement a multifaceted approach. Our creative team will

craft engaging content made to User Solutions, INC.’s target audience, featuring visually

captivating graphics, informative articles, and engaging videos that highlight the benefits of the

company’s software solutions. We will also develop adaptable social media templates to maintain

a consistent and professional brand image, alongside a library of pre-made social media posts,

covering a range of topics from product features to industry insights, to streamline content

creation.

Key Messages:

● User Solutions, INC is a trusted partner for manufacturing companies, offering software

solutions that streamline operations and manage inventory effectively.

● We are committed to innovation, with exciting new products on the horizon.

● Our social media platforms are the go-to source for industry insights, best practices, and

software updates.

● Connect with us to join a thriving community of manufacturing professionals

Visuals: Our visual strategy includes eye-catching graphics, engaging product videos, branded

social media templates, and imagery from the manufacturing world. These visuals will showcase

User Solutions, INC.’s software benefits and generate excitement, while previews of upcoming

releases will keep the audience anticipating more.

● Eye-catching graphics and infographics illustrating the benefits of User Solutions, INC.’s

software.

● Engaging videos showcasing product demonstrations and success stories.

● Professional, branded social media templates to maintain a consistent visual identity.

● Imagery portraying the manufacturing industry, such as factories, production lines, and

inventory management systems.

● Screenshots and previews of upcoming software releases to generate anticipation.

Creative Brief

● Background Summary: (Who is the client? What is the product or service? What are

their

● strengths and weaknesses? What does this client value?)

● Overview: (What are we creating and why? What key business challenges face this client

● that our creativity can help them with? Are there any emerging ideas and trends to

● consider?)

● Drivers: (What are we trying to achieve? What thought, feeling, or action can we bring

to life? What kind of changes in image (visual/verbal) support these goals? How will our

● success be measured?)

○ o (List the top three objectives.)

○ o For example: To persuade Millennials because it…

●

● Audience: (Who are we designing for? What insights do we have about them? What will

● make the client’s product/service/company more appealing to them?)

○ o Demographics: List gender and age first with standard media age breaks.

○ o Psychographics on the audience: Why do they do what they do; What do they

○ believe in?; What motivates them?

○ o Geographics: should be last.

● Competitors: (Who is the competition? What differentiates the client’s product/service/

● company from them? Why/how are they really better (or not) than our client?)

● Tone: (How should we be communicating about the client’s product/service/company?

● What adjectives describe the desired feeling, personality, or approach?)

● Message: (What are we saying with this piece exactly? How can the client back that up?

● What do we want audiences to take away and say to others? What is the consumer

● benefit?)

● Visuals: (Are we developing new images or picking up existing ones? If we are creating

● them, who, what, where are we shooting? And why? Should we consider illustrations

● and/or charts? What type of thematic iconography makes sense and is appealing for this

● project?)

○ o (Current design elements that should impact our thinking: type, color,

○ media/format, motion/animation, and functionality.)

● Project Details: (Provide format parameters, limitations and restrictions, delivery media:

● physical or screen-based? Requested schedule for this project? Budget?)

○ o (List the deliverables for this project.)

● Project Team: (List client team members and their contact information.)

SWOT ANALYSIS:

Strengths:

● The company has been established for over 25

years strong.

● The company offers award-winning software.

● Simplicity of use for companies using services.

● The software allows for multi-users for company-

wide operations.

● Affordability in product offerings.

● There are various product options for

companies/people to choose from.

● Strong partnership with eight other companies.

Weaknesses:

● Less than 36 followers on LinkedIn with only

one post made.

● The website needs updating to keep up with up-

to-date competitors.

● There is no promotional pricing for popular

services.

● More news of a new updated platform and

release date needs to be.

● Facebook has 36 followers, with a need for

more public engagement.

● No advertising templates are being used.

● Social media icons on the webpage are non-

operational.

Opportunities:

● Twitter has a strong following of over 700 users

and can be leveraged for more potential clients.

● Social media icons on the webpage can be a

good source to learn more about services.

● Manufacturing services are set to grow by more

than 12% by 2028, leading to more potential

customers.

● Video testimonials of success stories.

● Promotion of new service products.

Threats:

● Freelancers who offer and promote the same

services.

● Tactic by Waterloo and the services they offer.

● Lack of exposure allows for new upstart

companies to take potential clients.

● Weak advertising presence.

Creative Briefing Questionnaire

Have anyone who can impact the project answer the following questions. This allows everyone

to

officially provide input, and aids buy-in later in the creative process. Briefings like this will help

a

designer sell their ideas and get approvals.

1. . Background Summary

● Who is the client? What is the product or service?

● What is the cost of the product/service? Is it luxury or mass market?

● What are their strengths, weaknesses, opportunities, and threats (SWOT).

● What does this client value?

● What is the client’s mission statement?

● What does this brand authentically stand for?

● What is their position on social responsibility, culture, and technology?

2. . Overview

● What is the project?

● What are we creating and why?

● Why does the client need this project?

● What key business challenges face this client?

● What’s the real opportunity here?

● Are there any emerging ideas and trends to consider?

● What is the objective of this project? (Why a logo, website, brochure, etc.?)

● What is the existing brand strategy?

● Ask the client to provide samples of the product and any existing creative work.

● How do they feel about what they already have? Why does/doesn’t it work?

● Can the client provide any research, reports, and other documents that help us

● understand their current situation?

Creative Briefing Questionnaire 1 of 4

Running a Design Business: Creative Briefs with Terry Lee Stone

3. Drivers

● What is our goal for this project? What are we trying to achieve?

● What are our top three objectives?

● What are the essential consumer, brand, and category insights?

● What thought, feeling, or action can we bring to life?

● What qualities should the project convey?

● Ask the client to provide some descriptive adjectives for the product/service/company.

● What are the marketing goals of the company? (Long and short term?)

● Describe any known opportunities for growth.

● What kind of changes in image (visual/verbal) support these goals?

● How will our success be measured?

4. . Audience

● Who are we talking to? Who are we designing for (really)?

● Ask the client to provide demographic information: who, what, where, when?

● Ask the client to provide psychographics on the audience: why do they do what they do?

What do they believe in? What motivates them?

● What do they think of the client?

● What will make the client’s product/service/company more appealing to them?

● Why should they care about this brand?

● What inspires, motivates, interests, and amuses this target audience?

● Who are they talking to? How can we help to connect better with their community?

● What causes buzz in their world?

● What competes for their attention?

● Are there any recent changes in the customer?

● What questions do the customers frequently ask (about the company, product, creative,

etc.)?

Creative Briefing Questionnaire 2 of 4

Running a Design Business: Creative Briefs with Terry Lee Stone

5. Competitors

● Who is the competition?

● What differentiates the client’s product/service/company from them?

● Why/how are they really better (or not) than our client?

● What is the competition telling the audience that we should be telling them?

● How and where does the competition engage with the audience?

● How is the competition’s customer different from ours? Are there opportunities there?

6. Tone

● How should we be communicating about the client’s product/service/company?

● What adjectives describe the desired feeling, personality, or approach?

● Discuss with the client how content (images and words), flow of information (narrative),

● interaction (physical or virtual), and users’ behavior (pro and con) should affect mood

and style.

7. Message

● What are we saying with this piece exactly?

● How can the client back that up?

● Are the words already developed or do we need to develop them?

● What do we want audiences to take away and say to others?

8. Visuals

● Are we developing new images or picking up existing ones?

● If we are creating them, who, what, and where are we shooting? And why?

● Should we consider illustrations and/or charts?

● What type of thematic iconography makes sense and is appealing in this scenario?

● How do existing style guides and brand identity manuals affect this project?

● Discuss with the client the design elements currently being used: type, color, format,

● imagery, copy, audio, motion, functionality, etc.

Creative Briefing Questionnaire 3 of 4

Running a Design Business: Creative Briefs with Terry Lee Stone

9. Details

● Ask the client to provide a complete list of deliverables.

● Get the client to reveal any preconceived ideas they have about the design of the project.

● Discuss any format parameters, limitations, and restrictions.

● What does the client think is the best delivery media: physical or screen-based? And

why?

● Ask the client to show you the existing version of the project (if there is one). Should the

existing thing impact the new project? How?

● Is there any mandatory information which must be incorporated into our project?

● Are there any legal restrictions?

● What is the desired lifespan of this project?

● What is the requested schedule for this project?

● Are there any milestone dates (e.g. meetings) that need to be met?

● What is the requested final delivery date?

● What is the budget?

10. People

● Who are the client team members and what is their contact information?

● Who are we reporting to?

● Who exactly will approve this work?

● Who needs to be informed of our progress? By what means?

● Are we using existing client suppliers? What is their contact information?

● Who are the other design team members? What is their role in the project as well as their

contact information?

● Does the client have any additional comments or things they’d like to say about this

project?