STEM CR EATI V E BR I EF
CREATIVE BRIEF PROJECT TITLE: STEM Food & Ag Council, Annual Report PRIMARY CLIENT CONTACT: Maison Bleam
CURRENT DATE: 9/24/14
CONTACT PHONE: 535.7813 or 343.4453
FINAL DUE DATE: 10/8/14
EMAIL: maison.bleam@pioneer.com
SITUATION The STEM Food & Ag Council is joining with America’s youth to inspire, nurture and engage individuals to passionately pursue Food and Ag careers by unlocking their full potential as leaders and professionals. We know young people will be the solution for meeting the human capital needs in the Food and Ag industries as well as solving the challenges related to feeding 9 billion people in 2050. WE VIEW THE ANNUAL REPORT AS OUR PRIMARY COMMUNICATIONS PIECE AND IT HAS TWO OBJECTIVES:
-Consistently reinforce our key messages through written and visual representations; and -Serve as the annual reference point for gaining insights on the issue of meeting the human capital needs in the Food & Ag industries. THE ANNUAL REPORT WILL ACCOMPLISH THOSE OBJECTIVES BY FOCUSING ON THESE FOUR RECOMMENDATIONS:
1.Make managing and monitoring the Food & Ag human capital pipeline one of the highest priorities for U.S. economic growth. 2.Create short-term and long-term pathways for individuals to pursue careers in Food & Ag. 3.Advance Food & Ag career opportunities through private-public partnerships by aligning existing and new organizations/programs. 4.Address existing and anticipated misperceptions related to Food & Ag careers.
TARGET AUDIENCE(S) OUR AUDIENCES FOR THE ANNUAL REPORT INCLUDE:
-STEM Food & Ag Council Members and their Organizations; -Food & Ag Industry Executives; -University and College Leaders; -Human Resource Professionals; -Young People; -Parents; -Educators; -Elected Officials; and -Local, Regional, Trade, and National Media.
DESIRED OUTCOMES The Annual Report will focus local, regional, trade and national attention on the gaps within America’s Food & Ag existing human capital pipeline and possible solutions for addressing this issue.
* We want our targeted audiences to view the
Annual Report as a credible, relevant and useful source of information. In addition, these individuals will look to the STEM Food & Ag Council
This communications vehicle will stimulate a national conversation and establish a strong sense of urgency on why the Food & Ag human capital pipeline is critical for U.S. economic growth and feeding 9 billion people in 2050. Target audiences will use the Annual Report as the resource for learning about the Food & Ag human capital pipeline, understanding the rich job opportunities available to young people in these industries, tracking progress on each recommendation and addressing misperceptions about Food & Ag careers.
CORE MESSAGING The Core Messages will be provided by the STEM Food & Ag Council’s Communications Committee.
PROOF POINTS The Proof Points will be gleaned from the STEM Food & Ag Council’s Workforce Development Committee and the Youth Engagement Committee.
TONE The tone with the Annual Report will be conversational, focused, and engaging. It will balance the need to establish a strong sense of urgency for growing the Food & Ag human capital pipeline with the longer view of the challenges of feeding 9 billion people in 2050.
CREATIVE ELEMENTS -Branded approach for the Annual Report, Infographic and Media Kit materials. -Easy-to-read fonts. -Highly visual with people-oriented photos. -Simple illustrations, graphics or charts. -High quality, heavier stock paper -Prefer to use soy ink and recycled paper in production
MEDIA/MEDIUM END-PRODUCT FORMAT: Print / Web / Digital / Email COMMUNICATION DELIVERABLE FORMAT(S):
JPG / InDesign file / PowerPoint / Word document
for maintaining the national conversation and leading this initiative.
REVIEW PROCESS -STEM Food & Ag Council Chairs and/or Designers -Committee Co-Chairs -STEMconnector Staff
EXECUTIONAL REQUIREMENTS -All photography must include permission of use by photographers/organizations, original or approved stock photography. -All branded materials, creative elements, content, imagery, and completed product(s) are the property of the STEM Food & Ag Council. -Final approvals will be given by the STEM Food & Ag Council Chairs and/or their Designers. -Milestone deadlines and final deadline must be met.
SUPPORT DOCUMENTS / MATERIALS -Project Budget -Production Schedule -Brand Guidelines -Big Picture Document -Infographic Content -Annual Report Content – (By Individual Section) -Media Kit Content -Content for Illustrations, Graphics or Charts
SPECIFICATIONS (MAY BE ADJUSTED BY STEM FOOD & AG COUNCIL CHAIRS OR THEIR
DESIGNERS BASED UPON CONTENT OR OTHER INCORPORATED ITEMS.)
-Front & Back Cover -Advisory Group Page
-Company Logos
-Membership Masthead
-Table of Contents Page -Engaging Story: Ag is Sexy Article -Foreword by Council Chairs -Executive Summary -Section One: Define the Landscape -Section Two: Understand the Landscape -Section Three: Use the Landscape Findings