A real-world checklist of how to effectively utilize a Creative Input Document

Be consistent.

Fill out and distribute this document for each project, every time. Get your resources used to the discipline of this format. Feel free to tweak it as needed. Fill out your “Corporate position and personality”. If you need help in standardizing this, see the MidMarketer Perspective “Developing a solid position and personality.” Do this alone or in a small group. Be careful it does not turn into a brainstorming session about the creative. Try to stay completely strategic without getting into any of the “ideas” yet.

Complete the Project Objective key points

• Try to really narrow down the objective, often to incite a specific action-e.g., to build awareness, gain product trial, to generate qualified leads.
• The more specific the objective becomes, the more likely you will meet or beat expectations.

Designate your Target Audience

• Be specific. Don’t be all things to all people or you may dilute response.
• Try to segment different “types” of people (someone who is very aware, vs. beginners)

Boil the “Desired response” down to a few words

• Less is more, by far.
• You may add other details/additions below this. But boiling it down forces thought concentration and increases your likelihood of success.
• Make it real by putting quotes around it. Picture someone (in the target audience) actually saying it.
• For example, for this project it could be, “I can be much more successful and efficient if I consistently develop a good CID for every marketing project.”

Complete the Key Benefit

• Be HONEST on what the benefit is.
• Can/does a competitor say the exact same thing? If so, it won’t be perceived as a differentiating benefit to the target audience (assuming they see the competitor as well.)

Complete additional information including Background

Think of the resources you will review this with, and what other information that may help them.Spend a little time to gain approvals and/or build consensus. You now have a document that everyone should be able to quickly and clearly review and approve. This can also act as a document to “sign-off” on and really get people to commit to a direction.Armed with a group “yes,” review it with creative people. Make sure you hear them say they understand it in its entirety.

Now you’ve got legs

The value of a strategy document strengthened by consensus can never be underestimated. Beyond promoting greater accountability alone, you can often build momentum and consistency by extending similar message to other parts of your marketing mix.