ࡱ> jlia  jbjbA]A] H+?+?n@@@X"X"X"8""v*$##"###%%%))))))),+R-*@%q%^%%%*a&##0*a&a&a&%F8#@#)a&T$x%)a&a&(@a&x# ak[X"&La&a&F*0v*a&t.a&t.a&a&@D Client: Project Title: Client Project Mgr: Job Number:Comm & Mrktng Project Mgr:  Purpose: What opportunity is being sought or what problem being solved? Purpose: How does this fit in with the Universitys Strategic Plan? Offer: What is the product, service or offer being communicated?  Use: How do you envision the communications being used: (Example: direct mail, electronic, print) If part of a total program, note individual components and use.  Target Audience: Who are we trying to reach? Example: age, geographic location, student, guidance counselor, parent, alumnus, donor) Please attach all relevant research conducted on the target audience. Objective: What do we want the prospect to think or feel when reading/viewing/hearing this message?Key Fact: What is the one main message we are trying to communicate? Benefit: Whats in it for the prospect? Support Points: What are the key features that are most critical for the prospect to take away after viewing this message? Call to Action: What do we want the prospect to do?  Competitive Advantage: Are one or more of these selling points unique to Binghamton University? Competition: Which products/services/universities are we competing against?Other events. Tone: What is the personality of the message? PAGE  PAGE 1 Creative Briefing !"67CD_ckEI, 5 C F x + : j 9 @ m n o u v w y z Ͷëã󙓙 hR0JjhR0JUhROJQJhR6CJOJQJhbhRCJOJQJhRCJOJQJhR5CJOJQJhRCJOJQJhR5CJOJQJ hRCJhRjhRU6!"67Csccc$Ifl nkd\ $$Ifl0,"LL064 la$Ifl x$a$$a$ n CD_`a$Ifl nkd $$Ifl0,"LL064 laabc$[kd!$$Ifl,""064 la$Ifl nkdj!$$Ifl0,"LL064 la9[kd"$$Ifl,""064 la[kdp"$$Ifl,""064 la$Ifl 7ekd#$$Ifl,"" t064 l4a$If[kdn#$$Ifl,""064 la?@A-[kdu$$$Ifl,""064 la$Ifl ekd1$$$Ifl,"" t064 l4aABCDE97[kds%$$Ifl,""064 la$Ifl [kd$$$Ifl,""064 la9[kdq&$$Ifl,""064 la$Ifl [kd%$$Ifl,""064 la7[kdo'$$Ifl,""064 la$Ifl [kd&$$Ifl,""064 la' 97[kdm($$Ifl,""064 la$Ifl [kd'$$Ifl,""064 la' ( ) * + 9[kdk)$$Ifl,""064 la$Ifl [kd($$Ifl,""064 la+ , r s t 9[kdi*$$Ifl,""064 la$Ifl [kd)$$Ifl,""064 lat u v w x 97[kdg+$$Ifl,""064 la$Ifl [kd*$$Ifl,""064 lax ([kde,$$Ifl,""064 la$Ifl [kd+$$Ifl,""064 la$@&Ifl  # $ % 7[kdc-$$Ifl,""064 la[kd,$$Ifl,""064 la$Ifl % & ' ( ) 9[kda.$$Ifl,""064 la$Ifl [kd-$$Ifl,""064 la) * + b c d 7[kd_/$$Ifl,""064 la$Ifl [kd.$$Ifl,""064 lad e f g h 9[kd]0$$Ifl,""064 la$Ifl [kd/$$Ifl,""064 lah i j 7[kd[1$$Ifl,""064 la$Ifl [kd0$$Ifl,""064 la 9[kdY2$$Ifl,""064 la$Ifl [kd1$$Ifl,""064 la " 97[kdW3$$Ifl,""064 la$Ifl [kd2$$Ifl,""064 la" # 1 2 3 9[kdU4$$Ifl,""064 la$Ifl [kd3$$Ifl,""064 la3 4 5 6 7 9[kdS5$$Ifl,""064 la$Ifl [kd4$$Ifl,""064 la7 8 9 h i j 7[kdQ6$$Ifl,""064 la$Ifl [kd5$$Ifl,""064 laj k l m n w 97.&`#$[kdO7$$Ifl,""064 la$Ifl [kd6$$Ifl,""064 law x y  !$h]ha$&`#$h]h hROJQJhRCJ,OJQJhR hR0JjhR0JUhR0JmHnHu/ =!"#$%\ Dd" L  C (ANEWLOGObDq _4*=}F1BDnKrX)XDq _4*=}F1BPNG  IHDRE3cgAMAܲ pHYs. . IDATxOn:YY'6wQyP2}' < YHdT1HOLUWU]˟y1 OT[Xa?4p8̚af?BiJ檴}|aΧWǥ/9mwjNϥqDU]]!(Ga;BLx{^G`9p3 U]|gmw7ۮU]LtlL 0ז`䧗gdǦ:0 H澶V@a 0{j !0.8f0 ?-zATuv'Vmf) a_m "Mgv$Elf\2;ƃ f& qi]w4V_:)5 x8@jW}TZhנhH\w>߾]Ƽg)FԿs$p;`c ɛҟñi7r/YpN4N$q\F rK^sh|brDo@]vub8&D]QPzj;w"ӥ?=ͭ~uk}M'મD[| [zZg(~* tJש튮k Ҷ7MŵF /,`ROB>)>>e)1SD1-KoNN ^ՕiŬ&粫b`:m`Ss+FqzCҪ 'L^ RI4šW*-$ON%< \kIՕcmkZ\Ͷ}"*y+!y*ؤj gG 6CP֞-a`?aki]e( t՞Y F0,T7*(-张M`Skq!ıyH_4 Z!l!u4fJW lw3lf$+ `~0$zH $l*W!ryf+E#LvLC$ໍ)$_Yi;'+ਨmH#*GX1 ̚,(yYAy̬E|6P/:HRFlBo:C 6WමHXP7cƟ : FJyP^[>m|AYdc" )t xS]ì[uv)/YL1U[>Ƀr-A!wvn&o裭nr{"KkuNnTR|_5*.¸%MC*bNLJȞbA$gR[b. L JIWX{Î[1fOJBjpPeلY"*FeFJ.kK + 0[uuZ 7CXx* >ۥp#IbZ>U,`j]sB<=X&p>Ta܋$輂AG{BJUsPr? JȞU-Evo%9pX 씅Na^e#>9#S/'WDog: qR.tqM.¬XkW AVujk|9~JnEJ\C`#1к| tj[Y~n L.(ǷZh=& |ABHxrE0, Ȥ;> IgK`V:*ַ»l7і/<,Si;b"b,Yp( ko.}?1&\1Eȟ1-!^UX0cx: 2HMs1Ի۠5gv3]q%!ThЂYZPT{z1l=(%B#Lнn?S~MS\ųVV"|&gNJGUfev L ݓU5Mb\Lϋ0@ã YItgEBvI7QmLo՟rt⻯*~?ϢڮIJl}ǻ[dyl<9Іsq[!hԜ5{雥)`DADB/GQ#%+4'bCJ}%K=qĥMM3PSå_g0/&{l,y<`q $nnNyda.LLh{K#6~rj*~7ŦENӫoF۝Jt{mǬclŅ1$8^ڦpDl"U򜵴0RBA#aX3d+TOCNR۔tIiߐ ڝä+/o3? GI)J.Lu5~!r6IWk% gDHPa8Ʈ:6/!_u;nJ-8UrWxUtBJ iN^qSdVS!roF^ҍ?S )CJ#,~,)v$\#q]dyKj{'6CH:`E`JWua_Հ|̯NRT/\$`ZQ0oEť *_:Q($b\f -dz^Ĺ0 ށUafKla60̖`f 0[UafKj3 l Vma-0 %Xa60̖`f 0[UafKj3 l Vma-0 %Xa60̖`f 0[UafK|zSz8% |q=pAf{ݠwa3SHJQE"/C(.Yv'QT0B{Q^{^__nn1ezzyv}v'ƻ2U]]fی n#jIjw%QDLxl\ݩi/:<jd8Fl}ռpN}AgM?}r,߿[iyUuJA>8.m\B8SY0*EJ\(bim;9l٠U]O[y8U[W9zRE@hE]%ziV~13ZԠgcJ^$SdΚ9ZHkvQ]\غq}U1[,[̗֩Vu5m+W\DTӿb5~j zWz+Ep֟ :(ٔ@(*F2ol d-NP%j]9aچje1$U]/:28Z\u}l*E-N9N -AYAXufɥlY;B &FvėDU]2j .xVw9TD3 H˷u쪭~ ydA 41} F9ڮ6Ȥ= G[ཆRY'r-LQsۏ\u_h7ն4NǦ)_bۍiJ/xiy - K ێ+"Z RZQy$:b][',ܒ8PS-0KQZ81[gG[O 79c6TFƒ"צ3 4Nq1إj PW n. R;"5 nڇP`whp 77FOs9̮=җ}ws[n+wݪpp$װ}lK߫ے|Hlt1"̥?~p_6#y2k~θcPuRյkW&=d4omו1ޕcPYMFLN@nזI>'o.qgc}Xd]wؼ%Jl- ~{$+mwO/N;{`$+cŵr8-EYMgМe1[mhN"1U]!^0NI w!ʅAx裨p>d%}IM!n@^T;ƒX5qpmg3hЬg,EI~zy^m ~pRv>T;RC:7c厶Dw/] !bOwIdǻ[LQݹ ÔRmQz=Y-ǰU=YcR,΋-wWp X 0C\Nƺ'рekW[esjJ&l72ha{? fh!\ ˱iu\/ϚuFL> NfYC nKW8ֺ0N\YA/Ι]^BZR *[qo1iTmיT&{hVZqQm .OW˘^eNfXUȊ9nѾ5 8(m|-/WR G N&ّleNh}qlqusFIYQz0Uw7?\'˟Mnn ~Y#u5=y|z}}^d=6Kɖ41v'|7gA_@*>sg WR5%S]%܍<<Na뛳5IYJ [_`(;Kn0kYٻsG֌L*$4kWgQ8N譺܇"!2YQy' &=_맗gDb"lVsf*DȽ%v.y۝ ZU7 9ȮK[R=%kvvo=[]PkE8Vςˀ& k3Kfj3 ltR+0`f 0[UafKj3 l Vma-0 %Xa60̖`f 0[UafKj3 l Vma-0 %Xa60̖`f 0[UafKj3 l Vma-0 %Xa60̖`f 0[st/}~oz48R꺪k8}W/gm-,+Yྡྷ|(2ږW՚&pp%㙙Ҋ*T!;aSn$fOrGhTxff3y?+?]Y/Z$(7kp;a/bjuFt*z)\lbD#quOU3A}J5Y{@;MCZp#Z+DLxlmwJI¥?64ND!; tT'Ltws8 !R2ӱirF\?c\ǦM]8;Sgt?K4ok̓F٘sFie: 99 X1e0 B&|a&4Y '<#bU`FiGkF><2В# U.]zVXmXt;A;*V]OeK}m9cZU BsUT~Y0Mͪ<8UꗸGݫzzyUiuwbWoӣ_v\c3;+/9U]_AM𕣤:m~Ձh9 b6[Qv]۝A=0:*Aq3 0nXˉZ\([U]+:+ݮd=NUZ2` ]y[S Yx]#1V<6Nmב]ߍu;@yLrwAe黀E.>zuDdu*C2ҟ̩23U_yC21q٘Bs4:j+ҟnn/}Oh. Z?VYjƵ lwe;?.}\pXZ}ڷ,.%)߁,J5l­eo'v' ulYO1X_pړHQw7ڸr~K3LÐH`Lzn1̓k3+5hN7ZDQ$f{'iN0fAxѩ@HҺA)]vg70ȡZ!aO\pgnNZƥ7gr(=f [%Tu-DX/Rq L%c[et^Omδls[CASwhReyHG,Cׯ$ )_~|!߾yx8>G?X?JW?\|ϯ7jޅܣ=澬,^fقW`$fIw}=r*0Cb{#Ha036= ĉɌ0qIENDB`$$If!vh5L5L#vL:V l065L4$$If!vh5L5L#vL:V l065L4$$If!vh5L5L#vL:V l065L4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4B$$If!vh5"#v":Vl t65"B$$If!vh5"#v":Vl t65"}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4}$$If!vh5"#v":V l065"4D@D NormalCJOJPJQJmH sH tH 8@8 Heading 1$@&CJDA@D Default Paragraph FontZi@Z  Table Normal :V 4 l4a _H(k(No List 4>@4 Title$a$5CJ(:J@: Subtitle$a$5CJ4@4 Header  !4 @"4 Footer  !.)@1. Page Numberj@Cj b Table Grid7:V0H z z!"67CD_`abc?@ABCDE'()*+,rstuvwx#$%&'()*+bcdefghij"#123456789hijklmnwxy0ʀ0ˀ0ˀ0ˀ0ˀ000ˠ0ˀ0ˠ0ˠ0ˠ0ˀ0ˠ0ˠ0ˠ0ˀ0ˠ0ˠ0ʠ0ʠ0ˠ0ˠ0ˠ0ˠ0ˀ0ˠ0ˠ0ʠ0ʠ0ˀ0ˠ0ˠ0ʠ0ʠ0ˠ0ˠ0ˀ0ˠ0ˠ0ʠ0ʠ0ˠ0ˠ0ˀ0ˠ0ˠ0ʠ0ʠ0ˠ0ˠ0ˀ0ˠ0ˠ0ʠ0ʠ0ˠ0ˠ0ˠ0ˠ0ʠ0ʠ0ˠ0ˠ0ˀ0ˠ0ˠ0ʠ0ʠ0ˠ0ˠ0ˀ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˀ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˀ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˀ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˠ0ˀ0ˠ0ˠ0ʠ0ʠ0ˠ0ˠ0P00000Pˀ0000̀00̀0!"7CD_`abc?@ABCDE'()*+,rstuvwx#$%&'()*+bcdefghij"#123456789hijklm 08 08 08 080 0 0  ph\0 0!  0!  0   0C  0C  0C Oen0reciG  y 08 @0b 0`>@ @0 @0`@0 @0@0 a08 0 0  08 0  0 0 1 0   08 0  poq 0  {5 0  0 08 0 0 0  0$ 0  pwx 08 0  0! 0 0` 0  0 0  0BH 0@   0B  0! 08 0E  0! 0s  0n 0u  0 08 0x  {5< 0  0! 0  `8 0  0 08 0  2! 08 0 0:  0f 0<  0 08 0?  0 0  0  0 0 0` 0  0 08 0  H}d 0  0 0 0 0 1 0  0! 08 0   05  0 07  0!0\~'`  #CaA' + t x % ) d h " 3 7 j w   !"  !!8@ (  H  #  HB  C DHB  C DB S  ? t "t  tDHKQnvynvy:!"7CD`abc?@ABCDE'()*+,rstuvwx#$%&'()*+bcdefghij"#123456789hijklm@C P @UnknownGTimes New Roman5Symbol3 Arial9Palatino3Times 1hņņѣFO 4dJA@GClient: Cindy LandersOffice 2004 Test Drive User Oh+'0 $ D P \ ht|'Client:Cindy LandersCreativeBrief1.dotOffice 2004 Test Drive User2Microsoft Word 11.3.8@@V@H9@H9O ՜.+,D՜.+,H hp  'Binghamton Univeristy J Client: Title 8@ _PID_HLINKS'AHnNEWLOGO  !"#$&'()*+,-./0123456789:;<=>?@BCDEFGHIJKLMNOPQRSTUVWXZ[\]^_`bcdefghkRoot Entry F&"mData %71TableAt.WordDocumentHSummaryInformation(YDocumentSummaryInformation8aCompObjXObjectPool&"&" FMicrosoft Word DocumentNB6WWord.Document.8