A program brief template is a communication tool that outlines project requirements, ambitions, intentions, and resources. It helps ensure that all stakeholders in a project are on the same page from the start, which also helps the project run smoothly, stay on schedule, and be successful.
Contributors in a Program
In an agency setting, project stakeholders may include a marketing team, creative team, executives, and clients. For freelance designers, a creative brief is simply shared between the designer and client. All of these things may be done as an interview, with the designer asking the client all of the questions included in the program brief, or the client may fill out the brief and return it.
A template can also serve as a collaborative tool to help all contributors on a project definition and agree on clear objectives. While a program brief provides a foundation for a project, it is also a reference tool that can be modified as the project progresses.
How to Write a Program Brief?
When you are creating an ad campaign for a new brand, designing a logo, or developing a website, you need information in order to produce an effective end product. The unique information you require will vary depending on the type of project, but there are some fundamental components that most creative program briefs include:
- Background Overview – This section provides information about the company, service or product. How would the client describe their business? What background info is relevant, including previous marketing campaigns? What do you need to know about their product or service for the current project?
- Objectives – Goals need to be clearly defined because they will affect all other decisions on a project. When the client wants to sell more goods, increase brand experience, or attract more sponsors? Do they have a call to action? How will they measure success? Having a brief objective provides a focus for the rest of the project roadmap.
- Target Audience – Who is the buyer or intended audience? This may include statistical information such as age, gender, education, or income level as well as info on how often they use the client’s product or service. Knowing your audience will shape the style and messaging of your campaign.
- Message – What are the key points that need to be said? What message needs to be conveyed to the target audience, and what is the best way to deliver it?
- Tone – What is the tone or image that suits the client’s message or brand? Are there certain colors or fonts that help communicate this? Inquire the client to describe the tone, whether it is complicated, enjoyment, bold, and for to share color, brand, or style guidelines.
- Scheduling – Having a timeline is critical for planning any project. If there is a publicity or publishing schedule you need to track against and freeze your deadlines are for each deliverable.
- Assessing Competition – Who is the competition and what do they offer? What makes your client unique? Competition can provide a bright picture of where your client stands in the market, which will help you build your campaign.
- Budget – The budget sets the parameters for how much time you have to work with and what materials the client can afford. It is also how you get paid, so make sure you have a detailed understanding of what costs are included in the budget.