Enter a short description.
What's the big picture? What's going on in the market? Anything happening on the client side that the creative team should know about? Any opportunities or problems in the market?
What is the goal of the project?
An audience profile is more about how real people think, feel and behave than it is about numbers and percentages. The aim here is to paint a portrait of the audience - a verbal picture that the creative team can talk to and visualize.
Who are we talking to? Where are they? How will we communicate with them? What else do we need to know about them?
Includes local, regional and/or worldwide competitors.
What is the most important thing to say or show? Here you want to identify the single most persuasive statement, or compelling visual, you can present to achieve the objective. Keep it simple. Avoid generalities.
What are the most compelling reasons to believe, to try, to buy? List the rational and emotional reasons for consumers to believe what you say, to try the product, to buy the service. Include all major copy points and visual evidence listed in order of relative importance to the consumer.
What else might help the creative team? Here's where you can include consumer insights, memorable quotes, a description of the brand personality, positioning tag lines, creative thought starters, terms of the direct response offer, result expectations, and mandatory elements such as the logo and website address. Oh, and be sure to include sources for additional research.