T07 Agency Brief

Template T07: Agency Briefing Document Project Overview Field Value Project Name [e.g., Keturah Creek] Brief Date [DD/MM/YYYY] Response Deadline [DD/MM/YYYY] Client Contact [Name, Title, Email] Scope of Work [ ] Full Campaign [ ] Creative Only [ ] Media Only [ ] PR Only 1. About Keturah Keturah is a pioneering wellness real estate developer based in Dubai, dedicated to creating communities that embody the "Wealth of Wellbeing." Our developments integrate biophilic design, smart technology, and evidence-based wellness principles to create environments where residents can thrive physically, mentally, and socially. Core Philosophy: "The creation of human happiness into a calculation of flow in and out landscape." Key Differentiators: • WELL Building Standard certification across all developments • Partnership with Delos (wellness real estate pioneer) and Mayo Clinic (evidence-based wellness) • AI-powered smart communities with Parsons International • Biophilic design principles integrated into every space 2. The Project 2.1 Project Description [Provide a detailed description of the project, including location, size, unit types, amenities, and unique features.] 2.2 Project Tier & Positioning Tier Positioning Price Point [ ] Tier 1 (Flagship) Ultra-luxury, iconic [AED range] [ ] Tier 2 (Signature) Premium, distinctive [AED range] [ ] Tier 3 (Standard) Accessible luxury [AED range] [ ] Tier 4 (Boutique) Niche, specialized [AED range] 3. Target Audience 3.1 Primary Audience Attribute Description Demographics [Age, income, family status, nationality] Psychographics [Values, lifestyle, aspirations] Behaviors [Media consumption, purchase journey] Pain Points [What problems does Keturah solve?] 3.2 Secondary Audience [Describe secondary audience segments] 4. Campaign Objectives 4.1 Business Objectives Objective Target Timeline Sales [e.g., Sell 50% of Phase 1 units] Revenue [e.g., AED X million] 4.2 Marketing Objectives Objective Target Measurement Awareness [e.g., 70% awareness among target] Survey Leads [e.g., 5,000 qualified leads] CRM Engagement [e.g., 100,000 website visits] Analytics 5. Brand Guidelines 5.1 Brand Voice Attribute Description Do Don't Tone [e.g., Warm, sophisticated, inspiring] Language [e.g., Simple, evocative, wellness-focused] 5.2 Visual Identity • Logo usage guidelines: [Link to brand book] • Color palette: [Primary and secondary colors] • Typography: [Headline and body fonts] • Photography style: [Description of visual style] 6. Competitive Context Competitor Positioning Strengths Weaknesses Our Competitive Advantage: [Summarize what makes Keturah different and better] 7. Deliverables Required Deliverable Specifications Deadline [e.g., Brand Film] [e.g., 90 seconds, 4K] [e.g., Print Campaign] [e.g., 3 key visuals] [e.g., Digital Campaign] [e.g., Social, display, video] [e.g., Sales Brochure] [e.g., 40 pages, premium finish] 8. Budget & Timeline Item Budget (AED) Timeline Creative Development Production Media (if applicable) TOTAL 9. Evaluation Criteria Criteria Weight Strategic Thinking 30% Creative Excellence 30% Relevant Experience 20% Value for Money 20% 10. Submission Requirements • Format: [e.g., PDF presentation, max 30 slides] • Deadline: [Date and time] • Submit to: [Email address] • Questions: [Contact for clarifications] 11. Appendices • Appendix A: Brand Guidelines • Appendix B: Market Research Summary • Appendix C: Project Renders and Plans • Appendix D: Previous Campaign Examples