Re: Structure for Customer Briefs

Subject: Re: Structure for Customer Briefs
From: Annamaria Profit <inteltek2 -at- earthlink -dot- net>
To: "TECHWR-L" <techwr-l -at- lists -dot- raycomm -dot- com>
Date: Wed, 18 Sep 2002 09:22:25 -0400


I've been a marketing writer for over 16 yrs in the managed care marketing agency side. I have sample templates--are you interested in seeing what stateside agencies use?

They have several names: "creative project briefs" (an outline of the project, developed for and signed by the client), "call reports" (reports from telephone conversations or meetings, with action items, developed for and signed by the client), "creative action plans" (the details of the project, again, developed for and signed by the client). Everything has a paper trail, since changes cost money and whoever makes the changes eats the costs, over and above the number of contracted changes. The docs also give the creative team a focus, since we all know creative types regularly wander outside linear parameters! ; ))) The docs give everyone an agreed-upon goal, focus, and project limitations --and add a financial penalty to project creep.

At 09:14 AM 9/18/02 -0400, Ann Waterhouse wrote:

we were wondering if there is any
specific formula or guidelines for writing customer briefs. Specifically, we
are looking for any information such as the elements of a customer brief
(what should go in one), the layout, the level of detail, the order of
information... Are there any marketing writers out there???

Annamaria Profit
E-mail: inteltek2 -at- earthlink -dot- net
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