Tentsile

Rubric – Creative Brief

The above image is for a product from Tentsile, a company assigned to one of the groups in the Fall 2014 Copywriting class.

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Background

Most of the assignments for my APR 320 Copywriting courses are pure copywriting assignments, but before the students can work on them, they need a creative brief from which they can reference to establish tone, create a targeted message, and formulate CTA’s.

Thus, I begin the semester by splitting students into groups of four and charging them with writing a creative brief for a company, service, product, or cause of my choosing.

The objective of this assignment is for students to grasp the importance of primary and secondary research, pinpointing targets, identifying drivers, and other essential elements of a high-quality creative brief.

Grade Breakdown

There are 80 total possible points (group) from the written creative brief, plus 10 possible points (individual) from a class presentation of the brief, plus 10 possible points (individual) from team peer reviews. All of these elements combined equals the individual student’s final creative brief assignment grade.


The Rubric

Written Clarity

Excellent (10)
Information and concepts are presented in a clear and concise manner.

Good (7)
Information and concepts are presented with little room for confusion and/or misinterpretation.

Needs Improvement (4)
Information and concepts are presented in a way that leaves significant room confusion and/or misinterpretation.

Unacceptable (1)
Information and concepts are confusing and unclear.

Grammar

Excellent (10)
Capitalization, punctuation, spelling, grammar, and/or usage are flawless.

Good (7)
Capitalization, punctuation, spelling, grammar, and/or usage contain few errors.

Needs Improvement (4)
Capitalization, punctuation, spelling, grammar, and/or usage contain minor errors.

Unacceptable (1)
Serious errors in capitalization, punctuation, spelling, grammar, and/or usage.

Structure & Format

Excellent (10)
Content was categorized and sectioned for clarity and improved communication.

Good (7)
Content was categorized and sectioned for clarity and somewhat improved communication.

Needs Improvement (4)
Content was categorized and sectioned, but the format and structure of the creative brief was confusing and/or unclear.

Unacceptable (1)
Content was not categorized and/or sectioned. The format and structure of the creative brief was confusing and/or unclear.

Overview & Objective

Excellent (10)
The creative brief clearly communicates basic client information, objectives, and current position.

Good (7)
The creative brief includes basic client information, objectives, and current position.

Needs Improvement (4)
The creative brief is missing basic client information, objectives, and/or current position.

Unacceptable (1)
The creative brief is missing basic client information, objectives, and current position.

Research

Excellent (10)
Research included primary and secondary sources, was relevant, and provided valuable strategic insight.

Good (7)
Research included primary and secondary sources, was somewhat relevant, and provided strategic insight.

Needs Improvement (4)
Research included primary and/or secondary sources, had little relevance, and/or provided little strategic insight.

Unacceptable (1)
Research was missing primary and/or secondary sources, was irrelevant, and/or offered little strategic insight

Audience

Excellent (10)
The creative brief offers a vividly clear picture of the primary audience. Secondary and tertiary audiences are also addressed.

Good (7)
The creative brief offers a satisfactory picture of the primary audience. Secondary audiences are also addressed.

Needs Improvement (4)
The creative brief offers a poor picture of the primary audience.

Unacceptable (1)
The creative brief is missing a description for an audience.

Drivers

Excellent (10)
Market drivers are addressed in a clear and insightful manner supported by researched market data.

Good (7)
Market drivers are addressed, supported by conjecture based on some research market data.

Needs Improvement (4)
Market drivers are addressed, supported by conjecture.

Unacceptable (1)
Market drivers are not addressed.

Overall Impact

Excellent (10)
The creative brief provides an exceptional amount of relevant information and insights from which to build a creative strategy.

Good (7)
The creative brief provides relevant information and insights from which to build a creative strategy.

Needs Improvement (4)
The creative brief provides only the basic information from which to build a creative strategy.

Unacceptable (1)
The creative brief is significantly lacking in relevant information.