Sample Brief

This is a sample professional business memo for your reference. It is recommended that students follow this format when writing briefs.

 

TO: Larry Kanfer
FROM: Gary Piper
SUBJECT: Photography Gallery Promotional Billboard Campaign
DATE: May 22, 2012

Thank you for giving me the opportunity to offer some recommendations for a billboard advertising campaign for use by the Larry Kanfer Photography Gallery. The following is a summary of the objectives for this project.

  1. BACKGROUND: The Larry Kanfer Photography Gallery in Champaign, Illinois, was established in 1979 in order to display many of the famous photographic works of artist, Larry Kanfer. The Kanfer Gallery has the exclusive rights of representing and selling the works of Mr. Kanfer. The gallery’s main collection, the Prairiescapes Collection, portray the rural landscape in a personified manner. The University of Illinois Collection is the other section of Mr. Kanfer’s well-known works. This consists of many different university images as prints, postcards, calendars, and even mouse pads. The web site located at www.kanfer.com is also a very effective tool in selling Kanfer’s images and other products.

  2. TARGET AUDIENCE: For the most part, the main consumer base consists of many different corporations, as well as many individual consumers ranging in age from 30-50, typically in the Peoria, Bloomington, and Champaign area. The University of Illinois collection also draws in the faculty, staff, alumni, and students of the university.

  3. CHARACTER OF THE ADVERTISING CAMPAIGN: The overall goal of this campaign should be to grab consumer interest, and persuade them to come and visit the gallery or to browse the web site. The billboard campaign should be formal, established, serious, traditional, warm as well as artistic and inviting. The billboards should stress the uniqueness of Mr. Kanfer's photography and not be casual, playful or trendy. Utilizing some of the Prairiescape Collection images and embellishing upon the personified landscape could be very effective in this campaign.

  4. APPLICATION: This billboard campaign series will be posted along Interstate 72, 74 and 57 near exits to Champaign-Urbana in order to maximize viewership of people coming to town.

If there are any questions, please feel free to call me at (217) 555-4321.

Thank you again for this opportunity and we look forward to presenting our design proposals to you in about three weeks.