Project information
Let's start with some basics
Don’t talk in code
Save time for all those involved in the project by giving your project a recognisable name now.
For instance, instead of NNK7432.USK, how about 2016_mortgages_eDM instead?
About us
Who are you?
Grab a coffee. We’ve done some stuff for you
You don’t need to write anything about NN and our brand. We've done that for you.
You do need to write a snappy description of your department. But only once.
Assignment
What would you like to create?
No assignment chosen
It’s time to build the project
This is where you specify what your project entails.
Pick a top-level category and the generator will make some smart, detailed suggestions.
You can add to or remove these suggestions as you wish.
Target group
Who is your target?
Aim high
Choosing a target audience can be more complicated than it seems.
A target could be a private and a business client at the same time, or one but not the other; existing as well as potential audiences; even diverse internal audiences such as top management, middle management, and all employees.
Target group
What age is your audience?
Pick a number
Any one will do, as long as it’s the right one for your target group.
Target group
Who exactly do you want to reach?
Put the ‘un’ into unambiguous.
If you don’t know who you want to reach, how will your suppliers know?
Writing something ambiguous like ‘all target groups’ or ‘everyone’ will result in confusing instructions and disappointing concepts.
Tone of voice
What’s your tone of voice?
Who are you speaking to?
NN has a tone of voice for the way we communicate: empathetic, clear and simple.
But there is room for adaptation within this. Does your target group include wealthy investors? You will probably want to be a bit more formal and use more sophisticated words. Talking to busy parents? Use short sentences that will keep their attention amidst distractions
Tone of voice
What visuals do you want to use?
Not all old people grow geraniums
Visual communication is more important than ever. But not all old people grow plans on their windowsills. A piggybank is not a universal symbol for saving.
Check out the NN image bank for original, high-impact images you can use right now, for free.
We also have guidelines for creating new (cliché-free) material.
Goals
What is your end goal?
Make your impact
State clearly what you want to achieve. Pick enough but not too many.
In step two, when you create the actual briefing, you can include targets and how you plan to measure their achievement. There’s a very simple equation at work here: clear input in, sharp, creative work out.
Why now
Why are we doing this now?
Timing is everything – don’t be too late, or too soon
If there’s a time or event-related reason for your moment of communication, say what it is and why your chosen date is essential.
Planning
When is your deadline?
Yesterday
Far far in the future
You have 5 weeks to complete this project.
Keep it realistic
Very short deadlines are often achievable, but never ideal – they put pressure on the project and threaten the quality of work.
If possible, it’s better to work to a realistic timetable that allows some room for changes to the briefing and/or execution.
Budget
What is your budget?
| €10.000 |  |
| €1.000 |  |
| €100 |  |
Be honest and you’ll get better results
Being honest about your budget will help your supplier give you the biggest bang for your buck.
A good supplier will think with you and advise you; those that attempt to stretch the budget beyond limits may not be providing you with valuable services.
Finish