Creative Strategy Survey Tool

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					                                                                                                                     Creative Strategy Survey Tool

Instructions

Use this tool to brief your creative agency on your project needs.

1. In each of the tabs below, complete the questions with clear, concise answers.

2. In the "Brand Dichotomies" tab you will find archetypes or brand 'personality' questions. Edit these as necessary for your brand.

3. Share this document with your creative agency to help them understand your brand better.
                                                                                                                                 Creative Strategy Survey Tool

Project Definition

Questions                                                                                   Answers

What is this project or projects?                                                           Explain Project Here


What other marketing/communications elements does this project relate to?                   Enter Related Projects & Provide Samples Here


What is the life expectancy of this solution?                                               Enter Timeframe Here


Who has final sign-off for approval?                                                        Enter Person or Persons Here


Who is generating text content?                                                             Enter Response Here


Is there an existing image library that should be used?                            Yes      If Yes or Other, Please Explain and Provide Location (URL if Possible)


Should this project be an evolution of your existing materials, or a new look?   Existing   Please Explain Here


Does your company/organization have an identity standards manual?                  Yes      If Yes or Other, Please Explain Location and Provide URL Here


What are the timeline requirements for this project?                                        Please Provide Timeline Here
                                                                                                    Creative Strategy Survey Tool

Audience

Questions                                                      Answers


Who is your customer?                                          Describe Customer Here



Who does your work target?                                     Describe Target Here



How do they make buying decisions?                             Enter Buying Decision Process Here



What are their key criteria for buying your product/service?   Enter Criteria Here



How do your customers hear about you?                          Enter Channels Here



How do you identify and approach new market segments?          Describe Approach Here
                                                                                                                               Creative Strategy Survey Tool

Competitors & Peer Organizations

Questions                                                                        Answers


Who are your main competitors/peer organizations?                                Enter Competitors/Peer Organizations Here



Who are your secondary competitors/peer organizations?                           Enter Secondary Competitors/Peer Organizations Here



Are there other companies or groups that you can identify as "models" for your
                                                                                 Enter Local, Regional, or National "Models" Here
Industry (locally, regionally, or nationally)?



Who are you industry allies?                                                     Write Industry Allies Here
                                                                                                                                      Creative Strategy Survey Tool

Goals

Questions                                                                                Answers


What is the specific goal for this project?                                              List Goals Here



How will you measure success?                                                            Describe Metrics & Measurements Here



What objectives will this help you achieve?                                              List Objectives Here



What fundamental business factors (problems/issues/challenges) do you want to
                                                                                         List Business Factors Being Addressed Here
address with this identity update?


What specific needs does this identity meet for your profit model? In other words,
if this new identity fails to be effective for your business, how specifically does it   Write Answer Here and Describe
affect your marketing and profitability?

Is this project target for a specific event or deadline? Examples: Annual
Shareholders/Board Meeting, Tradeshow, Product Launch, Organization                      Write Answer Here and Describe
Milestone.
                                                                                                                                 Creative Strategy Survey Tool

Identity & Branding

Questions                                                                                   Answers


Will we be updating the identity or building on an existing standard?              Yes      Please Enter Additional Information if Required



Is there an existing hierarchy that your division/group relates to?              Existing   Please Explain Hierarchy



Is there an existing color palette or scheme that we should use?                   Yes      Explain & Provide Pantone Matching System (PMS) color specification, if possible



What will your current identity appear on? Examples:- Business Cards, Website, Exterior
                                                                                            Provide List Here
Signage, Way-finding, PowerPoint presentations,
                                                                                                                                 Creative Strategy Survey Tool

Communications

Questions                                                                                  Answers


How many individuals in your organization have business cards?                    20%      Write Additional Notes if Necessary



How frequently do you order business cards?                                     Weekly     Write Additional Notes if Necessary



How much letterhead and other business/admin documents do you use
                                                                                 Other     Write Additional Notes if Necessary
annually?


                                                                                           Write Additional Notes if Necessary and Include the Types of Premiums (Pens, Desk
Do you hand-out premiums as part of your client communications?                   Yes
                                                                                           Accessories, etc.)



How many presentation events (trade shows fairs, etc) do you attend annually?   10 to 25   Write Additional Notes if Necessary
                                                                                                                             Creative Strategy Survey Tool

About You

Questions                                                                       Answers

What is the specific goal for this project?                                     List Goals Here


Key Words: Indicate a few adjectives that relate to your organization           Indicate Adjectives Here


What is unique and superior about your products/services?                       Write Unique & Superior Traits Here


What is your greatest selling product or service? What is the least?            Write Product or Service Name Here


What is your largest grossing product or service? What is the least?            Write Largest & Least Grossing Product(s) or Service(s) Name(s) Here


What do your clients know you for?                                              Indicate what you are known for Here


What do you want your clients to know you for?                                  Indicate what you want your Clients to know you for Here


Which of these differences will make you successful in your market?             Answer Question Here

Targeted Message: State a single-minded word or phrase will appropriately
                                                                                State Word or Phrase Here
describe your company/product/service that this work should reflect.

Please provide keywords that describe your company                              Provide Keywords Here

How do competitive products/service position themselves compared to yours? Is
                                                                                Answer Question Here
your positioning unique and meaningful to your customers?

What is the experience you want customers to have from start to finish when
                                                                                Describe Experience Here
interacting with you?

What problem do you solve for your customers? What value does that have for
                                                                                Answer Question Here
your customers?

What is your solution? Is it comprehensive?                                     Describe Solution Here


What are the benefits of your solution? What are the advantages?                List Benefits and Advantages Here
                                                                                                                            Creative Strategy Survey Tool

Aesthetic

Questions                                                                        Answers


                                                                                 Example #1 - Provide URLs when Appropriate (Can Also Attach Separately)



                                                                                 Example #2



Providing examples of what you consider to be effective or relevant design can
                                                                                 Example #3
be a great help in writing a design brief.



                                                                                 Example #4



                                                                                 Example #5
                                                                                                                                  Creative Strategy Survey Tool

Web

Questions                                                                                   Answers


Is there specific technology in place that we need to inherit?                      Other   Provide More Details Here



What are typical search terms that potential clients would use to find your site?           List Common Search Terms Here



Currently, how do you convert web traffic to growth?                                        Write Conversion Sequence Here



What is a typical time-line for the sales process for new web-found clients?                Describe our Outline Time-line Here



How will the new site be maintained?                                                        Answer Question Here



Do you currently use direct e-mail marketing to communicate with your existing
                                                                                     No     Provide More Details Here
or potential clients?
                                                                                               Creative Strategy Survey Tool
On a scale of 1-5, select the description that best represents your brand & positioning.

  Brand Archetype Dichotomies

  Archetypes                                          Score            Notes/Comments

  1      Masculine

  2      Slightly Masculine

  3      Neutral                                        2              Please Elaborate Here

  4      Slightly Feminine

  5      Feminine



  1      Quiet

  2      Moderately Quiet

  3      Neutral                                        5              Please Elaborate Here

  4      Moderately Loud

  5      Loud



  1      Serious

  2      Moderately Serious

  3      Neutral                                        4
  4      Moderately Fun

  5      Fun



  1      Light

  2      Moderately Light

  3      Neutral                                        1
  4      Moderately Dark

  5      Dark
1   Unsure

2   Moderately Unsure

3   Neutral                  4
4   Moderately Confident

5   Confident



1   Young

2   Moderately Young

3   Neutral                  2
4   Moderately Old

5   Old



1   Creative

2   Moderately Creative

3   Neutral                  2
4   Moderately Staid

5   Staid



1   Spontaneous

2   Moderately Spontaneous

3   Neutral                  1
4   Moderately Strategic

5   Strategic



1   Stingy

2   Moderately Stingy

3   Neutral                  1
4   Moderately Generous

5   Generous
1   Boring

2   Moderately Boring

3   Neutral                       2
4   Moderately Exciting

5   Exciting



1   Proactive

2   Moderately Proactive

3   Neutral                       2
4   Moderately Reactive

5   Reactive



1   Customer Focused

2   Moderately Customer Focused

3   Neutral                       1
4   Moderately Process Focused

5   Process Focused



1   Short Term Profit

2   Moderate Short Term Profit

3   Neutral                       3
4   Moderate Long Term Loyalty

5   Long Term Loyalty



1   Speed

2   Moderate Speed

3   Neutral                       2
4   Moderate Quality

5   Quality
1   Relationship

2   Moderate Relationship

3   Neutral                         1
4   Moderate Transaction

5   Transaction



1   Consistency

2   Moderate Consistency

3   Neutral                         1
4   Moderate Novelty

5   Novelty



1   Convenience

2   Moderate Convenience

3   Neutral                         1
4   Moderate Resonating

5   Resonating



1   Completing the Project

2   Almost Completing the Project

3   Neutral                         4
4   Almost Solving the Project

5   Solving the Problem



1   Meeting Need

2   Almost Meeting Need

3   Neutral                         4
4   Almost Creating Need

5   Creating Need
 3    Neutral                                        1
   4    Moderate Resonating
   5    Resonating

   1    Completing the Project
   2    Almost Completing the Project
                                                       4
3   Neutral                      4
4   Almost Solving the Project
5   Solving the Problem

1   Meeting Need
2   Almost Meeting Need
3   Neutral                      4
4   Almost Creating Need
5   Creating Need

				
DOCUMENT INFO
Description: Use this tool to communicate with your in-house or creative agency partners. Questions are focused around: project definition, audience, competitors & peer organizations, goals, identity & branding, communications, about the company, aesthetic, web specific, and brand dichotomies.
This document is also part of a package Marketing & Branding 33 Documents Included