Creative brief for Renewing the Countryside's Homegrown Minnesota cookbook website.

1. Client RTC Minnesota Homegrown Website
Designer Derek Klamerus
February 8th, 2010
Renewing The Countryside
Minnesota Homegrown Website Creative Brief

2. RTC Minnesota Homegrown Website Creative Brief
Table of Contents Pages
Overview and Goals 1,2
Audience 3
Outcomes of Success 4
Guide Words, Tone, and Personality 5
Specific Requirements 6
Appendix A A
Appendix B B
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3. Overview Renewing the Countryside
Renewing the Countryside is a non-profit organization that:
“strengthens rural areas by championing and supporting rural com-
munities, farmers, artists, entrepreneurs, educators, activists and
other people who are renewing the countryside through sustainable
and innovative initiatives, businesses, and projects. [Renewing the
Countryside does] this by sharing stories of rural renewal, building
awareness and support for sustainable endeavors, connecting people
interested in sustainable rural development to each other, providing
practical assistance and networking opportunities for those working
to improve rural America, and fostering connections between urban
and rural people.”
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4. Goals Primary and Secondary
Primary Goal
Educate users about and compel them to purchase Renewing the Coun-
tryside’s newest cookbook; Minnesota Homegrown. To achieve this we
will use authentic “back to the roots” storytelling to enforce the book’s
soul.
Secondary Goal
Strengthen the relationship between Renewing the Countryside and the
user through updates on events surrounding the release of the cookbook.
The event updates will include news, stories, photos, and videos.
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5. Audience Primary, Secondary, Tertiary
Primary Audience
The primary audience consists of local food producers and
consumers; more specifically members of a food cooperative. They
are involved in progressive practices concerning food. These
practices include growing, purchasing, and consuming food grown
locally, organically, and traded fairly. Sustainability, specifically
concerning rural development, is also a core concern for this group.
Members of this group are moderate Internet users.
Secondary Audience
The secondary audience consists of local food producers and
consumers; more specifically non-members of a food cooperative.
Some members of this group may farm, but all have a love for food.
Members of this group are low to moderate Internet users.
Tertiary Audience
The tertiary audience consists of local individuals who seek
innovation in their lives but are new to progressive food practices.
Members of this group are moderate Internet users.
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6. Success
Success can be measured by both the number of hits to the web site and
the number of purchased books. We wish to expose the largest number
of people to the website and cookbook as possible, so the higher these
numbers are the greater our success.
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7. Tone and Design
“Authentic Food Experience”
The audience will be targeted through a clean, simple, universally
attractive design that is easy to use. This will help users quickly
access the information they need. Content such as book news,
stories, a picture gallery, and videos will all be clear and easy to
access in order to allow maximum exposure to the customer of the
book and it’s “back to roots” stories.
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8. Specifics and Requirements
Technological Requirements
Drupal Content Management System for site maintenance
Link to Yahoo Bookstore
Uploaded video (YouTube)
Picture Gallery
Possible iTunes Podcast Subscription (linked)
Site Maintenance Considerations
Renewing the Countryside will be responsible for maintaining the
site after the projects completion. Drupal Content Management
System will be integrated into the site as requested by Renewing the
Countryside for easy maintenance.
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9. Appendix A Mood Board
Authentic
Authentic
Authentic
A

10. Appendix B Audience Profiles
Name Suzy Name Dan
Age 30 Age 23
Occupation Masters Student Occupation Farmer
Income $40,000-$60,000 Income $20,000-$40,000
Bio Bio
Suzy has grown up not thinking Dan has been raised on a farm just
about where her food comes from, 30 minutes from Minneapolis all his
and is now interested in the origins life. He’s proud of the work he does
of what she is eating. Purchasing raising crops to provide to Minne-
this cookbook is her first dabble in apolis based restaurants and gro-
supporting local food endeavors ceries. Renewing the Countryside
which will lead to a deeper interest is a chance for him to tell the story
in local and green initiatives in not of local farming and the importance
just food, but other aspects of her of it to the local economy and so-
life. cial ecosystem.
B