Tecnolink Ltd was founded in 1994 in Florence, Italy and for the last 15 years it has been providing B2B IT consultancy services.
这是什么？
在这一步中，您将看到要求您提供解决方案的品牌 Builder 相关信息。他会自我介绍 (当然是作为品牌 :) 您对品牌的了解越深入，您的作品被接受的可能性越大。
重要事项：可能出于保密原因，品牌 Builder 不愿透露自己的身份。此类 Brief 将以匿名方式发布。这种情况下，品牌 Builder 想介绍多少，就介绍多少。
这里有两个例子
如果愿意透露其身份（可见）：
“NMN -No More Nicotine- 是一个承诺能抵消吸烟对皮肤造成的损害的品牌。NMN 通过药房销售，价格定位处于中高档；该品牌主要通过专业人士推荐，没有大量的广告宣传。”
如果品牌不希望透露其身份（匿名）：
“能抵消吸烟对皮肤造成的损害的品牌。其产品通过药房销售，价格定位处于中高档；他们主要通过专业人士推荐，没有大量的广告宣传。”
简而言之：谁是您的客户 (无论是可见还是“匿名” :)
By starting this project Tecnolink intends to attract new B2B clients through a poster campaign rolling in Tuscany. The central message to be conveyed is: Tecnolink helps its clients’ businesses run smoothly by providing immediate and user-friendly IT solutions that are both time and money saving.
这是什么？
这是品牌 Builder 要求您完成的任务。如果您不了解，那您就彻底没戏了。
例子
“我们想让 Creator 设计一个印刷品广告宣传来增加品牌知名度。将在今春投放到全国媒体杂志上。”
简而言之，这是客户的目标，因此也是您的目标！
The campaign is addressed to SMEs owners or leaders who are bright enough to see a less complex IT system as a potential factor driving business efficiency maximization. Not mentioning the amount of time and money saved in the process!
Possible scenarios are:
∞ Often the owner/leader already has a provider of IT services but he/she is not fully satisfied with its performance considering that there are still certain aspects that could be improved in order to exploit more the IT potential or turn the whole IT system easier to use.
∞ It is highly probable that the owner/leader feels truly frustrated with the current IT system that seems to generate rather than solve problems. Moreover he/she along with the whole staff are not fully prepared / trained to use the IT system at its best or to take full advantage of its potential.
How do target clients feel like?
They feel far from being confident when it comes to dealing with IT issues and in most of the cases prefer to avoid rather than confront them. That is mainly due to a three-pillared psychological barrier:
∞ First of all he/she doesn’t feel confident in discussing such issues as there is a huge competency gap between him and the IT providers. This lack of IT knowledge is often translated into the incapacity of correctly assessing from both a qualitative and quantitative perspective the value of the IT proposal brought to his face.
∞ Secondly the IT profession is not regulated by laws or academic specifics. Therefore there is no guarantee of professionalism regarding the IT systems providers on the market.
∞ Thirdly in most of the cases business owners have been through some kind of IT scam thus they are afraid of becoming bluff’s victims again.
这是什么？
品牌 Builder 希望您让他们高兴，并说服他们想到、感觉到或使用您的创作做某些事的人。通常您会读到他们的年龄、性别、社会阶层和行为。您在创作过程始终应把这些信息牢记在心，因为目标受众才是最终接受您作品的人。
例子
“想要戒烟但无法做到的女子。通常是关注自己外表、注意健康的成年人。他们对于自己吸烟感到愧疚，因为他们知道吸烟有害。他们阅读相关书籍。这对他们来说是一个真正的问题，就像：“我的脑袋要某样东西，但我的身体却不听使唤”。他们和我的品牌无关，他们只是在等待值得信赖的“援助之手。”
简而言之：把握他们的想法！
The expected outcomes of the poster campaign are:
1. Reduce the previously mentioned psychological barrier that might affect the potential client (incompetency feeling, lack of warranty for professionalism, afraid of scamming)
2. Convince the potential client that Tecnolink can be the right solution for his/her business as it can: i. Create a good and stable IT system able to efficiently ease the business spin while saving time & money; ii. Introduce an user-friendly IT system for each and every employee, regardless of their expertise level.
3. Stimulate immediate contact: call or visit the website.
这是什么？
品牌 Builder 想要目标受众从您的创作中，思考 / 感觉 / 有所行动的东西。
以下是一些具体示例：
∞ 人们会想到 / 感觉到的一些事：
- 出现了一个新的品牌（或产品或创意或...）
- 这个品牌比其它的或以前的更好
- 这个品牌值得多花点钱
∞ 人们会做的一些事：
- 开始购买该品牌的产品
- 更经常购买该品牌的产品
- 在零售店里库存更多该品牌的产品
上面这些例子非常具体，而通常 Brief 提案是感性的。那样更好，因为可以带来灵感！
例子
“我们想要鼓励吸烟者使用 NMN，将对他们健康的影响降至最低，让他们继续尝试戒烟（尤其如果他们已经尝试过，但是未成功）。”
简而言之：进入他们的脑袋！
Tecnolink credibility is backed up by the following:
∞ Its long established presence (every day IT companies go in and out of business; being in business for the last 15 years gives a strong guarantee for the quality of Tecnolink’s services);∞ Microsoft accreditation for all Tecnolink staff;
∞ 95% rate of client satisfaction since Tecnolink is on the market.
这是什么？
这是实现目标的关键；是支持提案，使其可信的内容。通常是理性的陈述。
例子
“您吸的每一根烟都对您的外表造成损害。最近的一项研究选取了多对一模一样的双胞胎，其中一个吸了一辈子烟，另一个则从未吸过烟。吸烟者的皮肤比不吸烟者的薄四分之一，有些差别甚至多达40%。NMN 含有能阻止皮肤变薄的抗氧化剂，抵消了尼古丁对皮肤的影响。”
简而言之：需要理由吗？就在这里！
∞ Simplicity;
∞ Assurance;
∞ Trust and guarantee;
∞ Fast responses maintained in time;
∞ Immediate results ;
∞ Professionalism;
∞ Reliability for short term and in the long run as well.
这是什么？
这是品牌的个性。对...是个性！
将品牌视为一个人，有自己的个性。了解“客户”的个性对于完成度身定制的工作来说至关重要。所以，请仔细阅读所列的形容词...
例子
“科学、值得信赖、注重结果，实现您目标的‘良师益友’。”
简而言之：将其想象成一个活生生的人物！
The poster campaign will be located in Tuscany, Italy.
这是什么？
列出了目标受众将能够看见您创作成果的地方（或媒介或事物）。这一步中，有时品牌还会告知您该制作的预计投资金额。此信息有助于您决定项目的规模大小。 :)
例子
“此广告活动将于 2009 年春季投放于侧重于生活方式和健康的新西兰妇女杂志上。我们计划投资 500000 美元，可以购买大约 100 张单页。”
简而言之：考虑媒介！
We expect Creators to develop freely both the visual and the copy for the poster. However we have certain compulsory elements that need to be present in their final work:
1. Creative spark needs to be coherent with the strategic message: IT systems offered by Tecnolink not only eliminate all possible problems but bring an immediate, simple and efficient solution to simplify the run of the business allowing time and money savings.
2. The campaign message must clearly state that Tecnolink offers IT systems suited for business environments and not private/home use.
3. The Tecnolink logo available in attachment 1 should be used. Or else Creators are free to develop a new logo and a new payoff as an alternative to “IT solutions”
4. The poster must mention explicitly the action that a client should take in order to contact our company visit www.tecnolink.it.
Please find attached as well:
∞ Logo “Microsoft Certified” (attachment 2);
∞ Reason to believe since 1994.
如果品牌有任何的偏好选择或解决方案必须达到的技术要求，会在这里提供说明。
这部分可能包括：
∞ 指导方针或必须包含的事项（注意事项）
∞ 商业目标
∞ 市场和竞争者概述
∞ 正面和反面样本
取决于 Brief 的不同，您可能会发现一些随附的文件，比如徽标、产品图片，您提交创意时使用的模板，或任何品牌想要与您分享的其他文件。所以，开始创作前先研究一下随附文件。
简而言之：所有需要您知道的其他事项（之前七步中没写的）！
