Social Work Case Study

There's nothing unusual about having a writing project thrown in your lap at the last moment - there's no getting around that fact of life. You can, however, gain a measure of control by looking beyond the deliverable you've been assigned- brochure, white paper, case study, etc. - and focusing, instead, on developing a creative brief that lays out your client's communication goals.
That's right. There is another way of doing business that precludes sweating bullets as you furiously jot down contact names and due dates, all the while trying to guess what your client is really attempting to accomplish with the project. A well thought-out creative brief defines and quantifies your efforts, while providing an agreed-upon set of expectations. …show more content…
A creative brief (usually kept to two pages unless a project is really huge) helps them organize thoughts, align messaging and identify the right tool for the job. Often times, the deliverable will even change after you explore what's at stake. For example, I've had clients that approach me with an expensive print project, when a straightforward e-mail blast might be a more cost-effective way to approach the problem.
Here's what I've found are the necessary ingredients of a well-thought-out creative brief.
• Identify who will be approving the messaging and the deliverables. On a separate line, include a list of people who will be informed of the project, but will not be a part of the approval process (for example, a marcom project might include PR types who could use the deliverable with the press.) Your client's boss may also want to stay informed.
• Write a short overview/background of the project as a whole. Include any recent history that's germane to the effort as well as market analysis that supports spending money. A side benefit of the overview is that it helps you, the writer, gain a better understanding of the …show more content…
You don't need to go into great deal about supporting the aims (this comes later), but make sure you put down what you are trying to accomplish (awareness of a program, a product, engineering expertise, etc).
• Define your target audience(s). Who are you talking to? If I'm writing for engineers my writing voice will be quite different than if I'm composing for a chatty sales person.
• Single Essential Proposition (USP): Find one thing (don't cheat and put down two things spliced with a comma) that makes your project special. The sentence doesn't have to be great grammar and it's not a headline. For example, 'Company A has a winning track record that provides total solutions to solve hospitals' IT challenges. That pretty much contains the essence of the effort without going into any specifics. Keep in that the USP should be SMART - Strategic, Measurable, Aligned, Realistic and Time bound.
• Expand on the Target Problem/Opportunity. Define what challenges your audience is facing and why this particular marketing effort will help solve this dilemma.
• Support points. Here's where you go back to your communication goals and take them one by one and provide critical