Exp Malawi | 2012 We Design & Execute Brand Experiences

Developing Agency Design Briefs

Exp Malawi | 2012

The Process

1. What are you trying to achieve?2. With who; who is the target audience?3. What is the behaviour or behaviours?4. What will count as success?5. How will you evaluate, impact, process, outcome? 6. What is your timescale?

Exp Malawi | 2012

Procure of Do it in-house?

1. Can suppliers provide the service at lower cost and or higher quality?

2. Do suppliers have skills that are not available internally?

3. Are there opportunities to reduce risk by using suppliers?

Exp Malawi | 2012

Consider Before You Start

1. Define your objectives2. Decide the time frame3. Secure adequate resources for each stage of the

intervention4. Confirm if the whole intervention is to be procured, or

just one stage

Exp Malawi | 2012

Brief Overview• The creative brief typically contains 4 sections:1. Background2. Overall Campaign Strategy3. Creative Strategy4. Expectations

Exp Malawi | 2012

Creative Brief Overview1. Background (What is the problem? Describe national & international trends, research

findings etc)2. Strategy• Campaign purpose eg To increase the number of sexually active young people aged 15 to

24 accessing HIV testing and counselling, and post test support services by normalizing the concept of HIV testing and knowing ones status

• Communication objectives – what should people understand from the campaign/communication effort? eg Young people should believe that getting tested for HIV is a wise decision that can help them make relevant choices for their present life and the future

• Behaviour change objective – be as specific as possible eg increase the number of men going for VCT in Mzuzu can be improved to increase by 25% the number of men 15-25 that access VCT services in Mzuzu in FY2013

Exp Malawi | 2012

Strategy • Obstacles (what barriers have you identified to achievement of the goals or

adoption of the desired behaviour?) eg Lack of open dialogue on issues of HIV and AIDS. Fear of HIV positive status: People feel they are likely to be HIV positive because of their high risk behaviour and do not know if they found out they were HIV positive

• Audience (who are we targeting? Include any demographic/psychographic information that you have) eg target sexually active young people of reproductive age group 15 – 24 years to access HIV testing and counselling, and the various post test services that are available. The target audience is of low literacy and low income and live in a rural setting.

• Campaign Scope (geographic coverage etc) eg the campaign will be implemented in Balaka district

Exp Malawi | 2012

Creative Strategy• Key issues to be addressed eg Most people indicate willingness to go for HTC but there is

general fear of knowing one’s status and people fear the stigma associated with a HIV positive test result.

• Key actions –what action should the communication prompt? Eg target audience to go for VCT and community to openly discuss VCT

• Key promises/benefits – we need to look at it from the target audience’s perspective. What can they benefit? Eg HTC empowers uninfected people to protect themselves from HIV & assists infected persons to live positively and to protect others from HIV.

• Creative considerations (How do you want the campaign to look & sound) eg incorporate red colours and use an inspiring tone – do not create fear!The language should be Chichewa & the communication should appeal to a rural audience

• Media (what media channels are recommended?) radio, theatre, interpersonal communication etc

Exp Malawi | 2012

Expectations• What do you expect from the agency & when?• The agency should provide:1. Detailed proposal with execution ideas and channels2. Agency to come up with a detailed description of activities to be implemented

and planned dates3. Agency to come up with an itemized quote of the proposed activities/activations4. Agency to ensure that the campaign is single minded and easy to understand by

our target audience. It should be very relevant to our rural poor target audience.5. End of assignment report with both qualitative and quantitative indicators of

achievement of objectives

Exp Malawi | 2012 We Design & Execute Brand Experiences

Thank YouAllen Mukwenha+265888408880allen@exp.co.mwwww.expagency.biz