Analysing client briefs

Whats the deadline?

Whats the budget?

What is the film? 

What platforms will the film appear?

Can I have more details about the film.

Decoding a brief

Implicit- what is inferred in the brief which can be interpreted

Open- open to discussion and allows creative freedom

Constraints- things that restrict what you are able to do

Print- difficult to put across the brands voice

Explicit- stated clearly on the brief with no room for change.

Must be a print based ad, for middle aged family men 

Tools for analysing a brief

Mind map- ideas branching of one key idea

Mood board- a board with images associated with a project, including colours, people, others

Blue-sky thinking- a group of people write all ideas associated with a project, no limits

SWOT analysis- allows a team to discover the strengths, weaknesses, opportunities and threats so they can plan for an idea.

SWOT Analysis-

Strengths- what the organisation does well

What distinguishes you from competition? What advantages does your organisation have over others? Highly motivated staff, competitive rates, strong track record...

What do you do better than anyone else? What are your values as a business? What unique or low-cost resources can you draw upon that others can't? Identify your organisations USP.

What do your competitors see as your strengths?

Weaknesses- what you could improve concerning personnel, resources, systems, and procedures, and the sorts of practices you should avoid.  

Opportunities- openings or chance for something positive to happen outside your organisation. These don't need to be game-changers: even small advantages can increase how competitive you are. What interesting market trends are you aware of that can have an impact.

Are there any changes in the government, policy related to your field? Any chances in social platforms, population profiles, or lifestyles, that might throw up interesting opportunities.

Threats- anything that can negatively affect your business from the outside, such as supply chain problems, shifts in market requirements, or a shortage of recruits. It's vital to anticipate threats and to take action against them.

obstacles you face in getting your product your market and selling.

STRENGTHS-

What do you do well? Found a good market for the product

What unique resources can you draw on? 

What do others see as your strengths? A well established brand, with a positive reputation and loyal consumer base.

WEAKNESSES-

What could you improve? Expand the target audience to reach a wider range and therefore increase overall sales.

Where do you have fewer resources than others? 

What are others likely to see as weaknesses? You have a very specific target audience and therefore might miss out on another potential consumer.

OPPURTUNITIES-

What opportunities are open to you? Expanding the product range to appeal to more people and overall increase the revenue.

What trends can you take advantage of? 

How can you turn your trends into opportunities?  

THREATS-

What threats could harm you?

What is your competition doing?

What threats do your weaknesses expose to you?