Writing Project Pitches: Outline

Your final exam project includes a written project pitch. This is a formal, business document in which you explain your creative vision to the client. If you search online for such examples, you will find there are many elements they have in common. Usually, a written project pitch is 2-3 pages long and follows this outline:

1. Cover Page: Agency Name, Team Members & contact information, Title for the project pitch, Client's name.  You may invent an imaginary agency name for the purposes of this project.

2.  Objective:  What is the overall objective of your project pitch idea?

3.  Project History: Have you worked with the client before? If so, is there any information from past projects that could help in understanding the elements of this one? If not, say how the client came to you (trade fair, etc).

4. Background Information & Introduction to the Issue:  What is the client's motive and rationale for requiring your services (rebranding, launch of a new product or service, a special event,  press coverage, reinforcing strategic social media posts to get consumers to shop with them, etc?  Basically, answer the question: Why?

5. What is the (branding) objective?  Break this down into a primary and a secondary objective. 

6.  What is the key (communications) message?  Explain what consumers should understand based on this communications action. Include key words that may be used as hashtags on social media. If you are planning a series of social media posts, also include who to tag.

7. Who are we addressing?  Describe your primary and secondary target audiences. Include ages, professions, genders, and geographical location if necessary.

8. What is the call to action?  What do you expect consumers to do after your communications action? For example, should they attend an exhibit, fair, festival, participate on social media in a poll, or contest, shop online, fill out a questionnaire, etc... This all depends on your idea(s). 

9.  How will we reach the audience?  Describe if different communications channels are needed to reach your primary and secondary audiences. 

10.  What is the reward?  How will consumers know that the product or service is satisfying? What will they gain from it?

11. Are there any mandatories that need to be included?  Consider if the following need to appear in your communications action/idea:  logo(s), brand names, gadgets, contact information (website, email, social media pages, phone numbers, QR code, etc.).