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Loc Nguyen - Creative Brief Project

Republic is launching an animated video to promote its expansion into gaming and real estate crowdfunding through the acquisitions of Fig and Compound, with the goals of establishing itself as a leader in these new industries, increasing its brand awareness and positive perception, and driving new users to register on its platform. The video will communicate Republic's vision and mission to investors of varying sophistication levels in a tone that is optimistic, trustworthy and professional without being overly simplistic or using complex jargon. Republic has allocated a budget of €40,000-€55,000 for the project and provided details on the approval process and timeline, requesting

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54 views3 pages

Loc Nguyen - Creative Brief Project

Republic is launching an animated video to promote its expansion into gaming and real estate crowdfunding through the acquisitions of Fig and Compound, with the goals of establishing itself as a leader in these new industries, increasing its brand awareness and positive perception, and driving new users to register on its platform. The video will communicate Republic's vision and mission to investors of varying sophistication levels in a tone that is optimistic, trustworthy and professional without being overly simplistic or using complex jargon. Republic has allocated a budget of €40,000-€55,000 for the project and provided details on the approval process and timeline, requesting

Uploaded by

Loc Nguyen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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OpenDeal Inc.

dba Republic

 Date Submitted: July 04, 2020


 By: Loc Nguyen (Student Code: 588496)

Creative Brief
Project Title: Video – Overview of Republic’s expansion into two new industries

1. Overview:
a) About Republic
Republic is a crowdfunding investment platform, where the crowd can get startup equity for investments
starting at as low as $10.

Republic has recently acquired Fig – a funding platform in the gaming industry, and Compound – a funding
platform for real estate. These two acquisitions represent Republic’s determination to expand horizontally
into new industries and giving our investor base more access to profitable investments.

b) Communication goals
Having finished these acquisitions on social media via text-based content, Republic feels the need to have
better audiovisual content to accompany our new industries’ launch.

The goal is to establish Republic as a leading player in the space – with thoughtful strategy and an impactful
mission to equalize the playing ground for equity investments globally.

As such, the objectives include (not exhaustively): wide reach in target audience; positive change in brand
perception; positive conversion rate from reach to registration onto the Republic platform at our homepage.

c) Project positioning
The video will be used as:

 launching material to be posted on our social media channels


 evergreen content to be reused and watched by interested parties

It will henceforth ideally be a short-form animation that stays true to our brand design and fully
communicates our vision in launching Republic initially and finalizing these two high-profile acquisitions.

2. Primary Audiences:
(Who are they, how will they use this product, what should be avoided in talking to these audiences)

The primary audience are:

 Sophisticated investors who already have some investments in the equity market (be it in the public
markets like the NYSE or the private markets directly through personal discretion or indirectly)
 Unsophisticated investors who invest leisurely without deep due diligence through platforms like
Kickstarter, Indiegogo, or GoFundMe
 Potential investors that include well-off, educated individuals who are partly aware of the benefits of
investing, and thus are still on the edge about making their first investment

They will either watch the video in social media posts surrounding the launch of our two new industries; or
they will watch the video upon visiting our social media channel to find out more about our value proposition.

As such, the video should avoid pampering these individuals with flashy images or loud sounds, nor should
it be saturated with technical jargons. The target audience are already somewhat familiar with equity
investing, and thus the video should also avoid oversimplification, so as not to patronize the audience.
OpenDeal Inc. dba Republic

 Date Submitted: July 04, 2020


 By: Loc Nguyen (Student Code: 588496)

3. Tone and Image:


a) Image
The video should adopt a design that is consistent with Republic’s current brand language.

Please see 3b) References

d) Tone
Overall, the video should exude Republic’s “personality” as optimistic, trustworthy, and professional.

Where the message is celebratory, the video should be exciting, welcoming, and playful tone.

Where the message is educational, the video should exude a confident but friendly tone.

e) References:
Republic’s website, blog page, and some example blog posts (1, 2)

4. Messages: Features, Benefits and Value


Republic has a mission to level the playing field for equity investments. Its expansion into the gaming and
the real estate industry represents a tremendous expansion in its offering for investors. No other
platforms have been as visionary as Republic to take this step.

In addition, Republic, as an investment marketplace, takes pride in the quality of its fundraising
campaigns (through a set of criteria that accepts only the top 10% of fundraising applicants) and the ease
at which investors can fund these campaigns (through a friendly website with thoughtful user experience
that neither dumbs down or muddies up).

5. The Medium:
The project’s final deliverable is a video that will be posted on our social media, and potentially be released
to PR partners as promotional materials

The project will not conflict with our existing text-based content on social media. It will comply with
regulations and contracts by which Republic is bound. It will also take into account our existing brand image
and established position in the space.

6. Budget and Schedule:


The project has a pending budget of EUR40,000 to EUR55,000.
Some flexibility is possible on the upper cap.

The project will start, at the latest, on August 01, 2020,


however, the contract may be awarded as soon as July 11, 2020 (or one week after brief release).

The final video is planned for release in September 15, 2020, accompanying the launch.
OpenDeal Inc. dba Republic

 Date Submitted: July 04, 2020


 By: Loc Nguyen (Student Code: 588496)

7. Review and Approval Process:


(What is the review and approval process? What parts of the project do you want to approve? How many
rounds of revisions should the producer build into the estimate? Who is the responsible person(s) to sign off
on this project?)

The approval process will likely consist of 5 rounds:

Phase Description Approving party(ies)

Proposal & portfolio alignment in terms of what’s Head of Marketing


proposed and what’s required

Storyboarding alignment in terms of key Internal Content Lead


structures in the video

Screenwriting Alignment in terms of content Head of Marketing

General Counsel

First animation Alignment in terms of tone and Internal Design Lead


image, through a 5-second
snippet

Second animation Alignment in terms of Head of Marketing


communication effectiveness
and legal correctness General Counsel

Final version Alignment in terms of overall VP of Business


execution and final placement
VP of Engineering

General Counsel

Table 1: Approval process

8. Additional Information:
Please send proposals (with expected fees and timeline) to [email protected].

Please include links to portfolios and/or previous works.

For ease of organization, please subject the email with: Proposal – [Your company name] – Republic’s
overview video

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