Creative Brief Sample

Project Background:

The Austin Independent School district is launching a new program called "Futures Initiative.” The Futures Initiative prepares students for the future by combining technology and new teaching methods into an updated curriculum. This updated curriculum includes enhanced STEM curriculums, coding classes, robotics clubs and partnerships with tech companies. 

Theme:

The theme of this news release is transformative educational experiences. 

Target Audience: 

The target audience for this news release is educational reporters, local community members, Austin ISD staff, current students, future students and their families.

Objective:

The objective is to demonstrate the newsworthiness of the Futures Initiative to the target audience and explain how the program will transform students’ learning and futures. 

Tone:

The news release will have a professional tone that appeals to journalistic standards and encapsulates Austin Independent School District’s commitment to students’ futures.

Medium/Channel:

The news release will be sent to journalists. 

Mandatory Elements:

An attention-grabbing headline and lead must be included in the news release. There must also be a quote from Maria Hernandez, Superintendent of Austin Public Schools, summarizing the initiative's vision and expected impact, and there should be an “about” section at the end.

Boilerplate:

Austin Independent School District educates 72,830 students within 116 school communities. The mission of Austin Independent School District is to provide students with the education and skills that will allow them to succeed in their future careers and higher education.

Sources used:

Austin ISD, www.austinisd.org/. Accessed 23 Feb. 2025.