BIBLIOTECH CREATIVE BRIEF The creative brief is a blue print, a guide; a source of inspiration. It details the objectives, audience, message, and context of engagement. In short, it is the what, who, where, and when. The brief answers WHAT we are doing. The creative answers HOW we are doing it. 1. What challenge are we trying to overcome or solve? This is typically written as an action, focused on what we want to make our patrons think, feel or do.
*** We will come back to question #2, after we have compiled the statistics of our demographics. *** 2. Get to know our patrons (aids in building our personas) Demographics – age range, gender, income, geography, occupation, hobbies, family status, ethnic background, religion?
2.1. Patron insights What do we know about our audience that will get them interested? Psychographic – interests, aspirations, lifestyle, habits, tech-savvy?, priorities, types of job (blue collar vs. white collar) and level of seniority, a day in the life, where do they normally go for information, common fears, common frustrations, what do they value most, what inspires them, extroverted or introverted, leader or follower, analytical or creative, bookstore vs. digital reader preferences, what do/should they expect from BiblioTech, etc.?