Founded in 1975, it has consistently been the broadcaster of reference on the local TV landscape of Central Italy and its claim, "Il primato che nasce dai fatti" (leadership based on facts), which always accompanies its brand, is an exact expression of the philosophy that guides its editorial choices and the leadership role it has always carved out for itself.
Its mission is to provide regional information and it has dedicated all its financial and human resources to fulfilling that role.
RTV38 intends to become the point of reference in Central Italy for local information in the form of newscasts, investigations and in-depth analyses.
As of today, its program schedule offers 11 hours of news daily with 5 and a half hours live. It has numerous local editorial offices that allow it to provide capillary coverage of the entire service area. After receiving numerous Italian and international awards for the high technical level of its television production and management, the company's strategy now focuses on permanently transforming the broadcaster into an all local news station, the only one of its kind in Italy. Its great production capacity has made it the leader in the televised production of large events held annually in Tuscany, following and confirming the logic of attentively and completely documenting the area and, thus, the activities that take place in it.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
RTV38 is asking you to come up with a campaign that reminds viewers of the leadership it has maintained to this day and highlights its prospects and future objectives.
In the campaign, much emphasis should be placed on the 19:30 - 25:00 brand as the foundation for the all news line-up.
The campaign must be articulated through the following media:
1) Press - please see step 8 for details on formats
2) Television - we request the supply of concept and storyboard for the production of the 15" and 30" spots
3) Billboards - here too, please see step 8 for details on formats
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
The campaign must target all television viewers (men and women) in Tuscany, with particular attention to those aged 18 - 60 who want to be kept up to date and informed on local events and choose RTV38 because they recognize it to be an authoritative, up-to-date, independent and thorough news source.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
The objective of the communication is:
∞ to retain the viewers already acquired;
∞ einforce the loyalty of occasional viewers;
∞ to generate friendly curiosity and surprise on the part of potential viewers who are not used to getting information from local television;
∞ to get viewers involved by offering the possibility of interacting with the people who, from time to time, participate in news analysis programs
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
Why RTV38 has always been a synonym for authoritativeness and reliability, as well summarized by its claim.
Another strength of our offering is the opportunity that we give viewers to actively participate (telephone, e-mail and text message) live on television to express their opinions and, thus, interact with the opinion leaders and local officials who are always part of our programs.
One of the objectives that we have set for ourselves is that of making news, i.e., being a place that produces new information that the other regional media (press agencies) can draw upon
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
The characteristics that distinguish our station and, as a consequence, our program schedule, are:
∞ Dynamic
∞ Independent
∞ Reliable
∞ Always present
∞ Serving the public
∞ Empathetic
∞ Authoritative
∞ Innovative
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
Priority 1) Press Campaign
The campaign will appear in Central Italy, with a half-page per day for a period of at least 6 months, on local inserts of the national daily La Nazione, the circulation leader in the same catchment area. For this solution, we require the supply of finished-color drawings with the characteristics in point 8, below.
Priority 2) Television Campaign
The campaign will be broadcast in Central Italy, on our station, for a period of at least 6 months and scheduled 15 times a day.
Priority 3) Billboards
We anticipate the use of public poster space
For this media, we require color drawings with the characteristics in point 8, below.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
Press Campaign - we require the supply of finished-color drawings.
two format sizes
1) 261X168 mm
 2) 261X134 mm
The drawings must be delivered in PDF and JPG format with a minimum resolution of 400 dpi
Television Campaign - for this solution, we require the supply of concept and storyboard for the production of the 15" and 30" spots
Poster Campaign - we require the delivery of color drawings with dimensions of 6X3 m to be used on highway billboards.
The campaign must display:
the RTV38 station brand (see attached)
∞ the 19:30 - 25:00 brand (see attached)
∞ the claim "Il primato che nasce dai fatti", as the signature of the communication project.
Use only Italian language text
Keep in mind that, as an editorial choice and because we are focusing on the quality of the product that we offer, RTV38 is not focusing on particularly "strong" personalities (journalists and anchorpersons), but relies on the teamwork of a large group of young and dynamic journalists.
In line with the company's philosophy and image, we require that the campaign be innovative and creative and not follow an institutional profile.
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
