YORK UNIVERSITY CREATIVE BRIEF WITH 
          WEB COMPONENT 
          Faculty/Business Unit:
          Name of Program/Project:
          Date:
             
          PROGRAM/ INITIATIVE OBJECTIVE
           The purpose/reason of the program/project.  
           What are the key features, benefits of the program/project?   
           Answers the question… why are you undertaking this? 
          BACKGROUND
           Any relevant history or relevant information that provides the context/need for the 
            program/project. 
          COMMUNICATION & MARKETING OBJECTIVES
           The intent or purpose of the communications
           Answers the question… what are you trying to achieve (e.g. specific knowledge, 
            opinion and/or behavior outcome to be achieved)?
          TARGET AUDIENCE(S)
           The specific audience(s) you wish to communicate with.
           Answers the question… who  
          BRAND POSITIONING
           Always remains: “We are a community of changemakers.  Driven by passion, we exist to 
            create positive change for our students, communities and the world around us.”
           Personality: Inspired, welcomed, confident, proud, empowered, cared about
          KEY INSIGHTS
           Is there any information that is not obvious about the audience(s). 
          SINGLE-MINDED IDEA
                                                                            YORK UNIVERSITY CREATIVE BRIEF WITH WEB
                     What is the single-minded idea that needs to be communicated (what do we want the 
                      audience(s) to take away?). At the end of the day, this is what you will measure the 
                      success of the campaign against.
                  PROOF POINTS
                     What will make them believe this?
                     These support the single-minded idea above. 
                  CALL TO ACTION
                     What is the one thing we want people to think or do after receiving this communication?
                  BUDGET
                     Indicate the scope–does this cover design and copy writing, printing etc. See full specifications below.
                  TIMING
                     Indicate launch date. Be sure to account for printing if needed. 
                  EXECUTIONAL CONSIDERATIONS
                  This is your “work order”. It spells out specs, timelines, “must haves”, budget. For example:
                     WHO ARE THE MEMBERS OF THE PROJECT TEAM? WHO WILL BE RESPONSIBLE FOR AP-
                       PROVAL? 
                     What collateral are you looking for? Poster, postcard, etc.
                     Size/dimensions, page count, colour usage, binding, quantity, language(s).
                     Estimate to include photography? Copywriting? Editing? Pre-press?
                     Delivery date(s). What is driving this date? Does it tie in with other activities (advertising deadline, 
                      application deadline)?
                     Delivery and invoicing contact info.
                     PUBLICATION MUST COMPLY WITH YORK U VISUAL STANDARDS.
                  WEB CONSIDERATIONS
                  Web Standards: Must use York U responsive web theme.
                  Content: Who is providing copy and/or images? Have wireframes been developed?
                  Navigation: Is consultation on navigation and information infrastructure needed? Has a 
                  sitemap been developed?
                  Technical Requirements: What are the final deliverables? What format and how must files be 
                  delivered? What content management will be used? Who is building the site? 
                  Google Analytics: Has this been added to the site? Who is responsible for managing this?
                  Updates & Maintenance: Is this a static site and if dynamic, what rate does it need to change
                  to keep current? Who is responsible for updating and providing content? How frequent will 
                  updating occur? Are there other companion sites that need to be tracked to ensure content 
                  on this site is consistent?
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                                       YORK UNIVERSITY CREATIVE BRIEF WITH WEB
         MEASUREMENT 
           Success measures – define up front the measures bearing in mind they should be specific, 
            measureable, attainable, realistic and have defined timing
           How you will know if the communications is successful 
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