Regardless of how you plan to produce a video, it’s important to develop a creative brief so all team members will be on the same page before, during and after the video production process.
Here’s a sample brief created for a testimonial video created for a non-profit organization.
Creative Brief: Non-Profit Testimonial Video
Overview:
We are a non-profit organization that provides food and shelter to homeless individuals and families in our community. We are looking to create a testimonial video that will showcase our organization's impact and encourage viewers to support our cause.
Objective:
The objective of this testimonial video is to communicate the impact of our organization's work and inspire viewers to donate or get involved with our cause. We want to show the human stories behind our mission and the positive change we are creating in the lives of homeless individuals and families.
Target Audience:
Our target audience are individuals who are passionate about helping the homeless population and want to make a difference in their local community. We also hope to reach potential volunteers and donors who may not be familiar with our organization.
Key Message:
Our key message is that we provide essential resources and support to homeless individuals and families in our community, helping them to rebuild their lives and achieve stability. By donating to our organization or volunteering, viewers can make a meaningful impact on the lives of those in need.
Tone and Style:
The tone of this video should be heartfelt and authentic, emphasizing the human stories behind our mission. We want to convey a sense of hope and optimism, while also acknowledging the struggles that homeless individuals and families face. The style of the video should be documentary-style, featuring interviews and footage of our programs and services.
Call to Action:
The call to action for this video is to encourage viewers to donate to our organization or sign up to volunteer. We will provide a link at the end of the video where viewers can learn more about how to get involved.
Key Visuals:
The key visuals for this video will be interviews with homeless individuals and families who have been positively impacted by our organization. We will also include footage of our shelter, food bank, and other programs and services. We may also include statistics or infographics to help convey the scope of our impact.
Budget and Timeline:
Our max budget for this video is $10,000, and we would like to have the video completed within 6 weeks from the start of production.
Deliverables:
We will need a 3-5 minute testimonial video that we can use on our website and social media channels. We will also need access to the raw footage for future use in other marketing and fundraising materials.
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