∞ the Max Planck Institute for Infection Biology in Berlin (http://www.mpiib-berlin.mpg.de /default.htm)
∞ the CMMI at the Imperial College in London (http://www3.imperial.ac.uk/cmm i)
∞ the Institut Pasteur in Paris (http://www.pasteur.fr/ip/easys ite/go/03b-00002j-000/en)
∞ the Karolinska Institutet in Stockholm (http://ki.se/ki/jsp/polopoly.j sp?d=10961 )
∞ Novartis Vaccines and Diagnostics in Siena (http://www.novartis.it/).
For more information please look at the brand profile.
EIMID is a spontaneous initiative that cooperates in performing high-level research in the field of Microbiology and Infectious Diseases.
Please, keep in mind that EIMID doesn't sell anything.
It's noteworthy that EIMID already manages two European Commission funded projects:
EIMID EST: a training project for young PhD students (http://www.eimid.org/training/ index.asp).
EIMID IAPP: a staff exchange project between the partners.
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 :)
2) The creation of the skin of its website (www.eimid.org) that must be user-friendly and easily accessible. The website should aim at the promotion of the EIMID brand image as a top level European research initiative, being composed by the five best European Research centres in the field.
NB: The current eimid.org website redirects you directly to the EIMID EST project website that is not the purpose of this brief. We want to develop the website describing EIMID as specified in the above mentioned point paragraph.
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 !
1) International scientists, especially researchers at early stage of their careers, interested in joining an excellent European Initiative in the field of Microbiology and Infectious Diseases.
2) International Policy makers that could be interested in investing in this initiative (i.e. private investors, European Commission, other organizations).
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 !
Considering the two targets above described, EIMID wants to have an image which attracts:
1) the best quality scientists in the field in order for them to participate and join the EIMID projects;
2) organizations in the private or public sector to invest in this specific scientific field.
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 !
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!
∞ Attractive
∞ International
∞ Rigourous
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 !
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 !
The website must be static, and a webmaster will periodically insert and update the contents.
The website must contain the following sections:
∞ HOME PAGE describing EIMID. We would like this section to contain a news box, where to post all the events about the EIMID.
∞ PARTNERS describing the five participants of the EIMID (please see the attached logos).
∞ PROJECTS, containing an explanation of the funded projects and the links to the respective websites (e.g. http://www.eimid.org/training). The projects' websites will maintain the current structure but will be graphically adapted to the winning solution.
∞ VACANCIES, where the partners will post their current job offers.
∞ MEETINGS, containing the list of previous and future EIMID meetings.
∞ PUBLICATIONS, containing links to scientific articles of the partnership.
∞ GALLERY, where the webmaster will insert significant photos.
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) !
