Just so you can get some idea of the problems I'm trying to avoid, here's a recent email I received from someone who has never requested any creative before (some info removed for obvious reasons):
"[Manager] asked me to coordinate with you about our upcoming fashion show at 16.
We'd like to get a save the date out asap, and then come back with details in about two weeks. The basic info you'd need is that it's [date] from 6-8 with the fashion show at 6:30. It's at our location [address], and will be a conglomeration of our items and three other boutiques. The boutiques are [Boutique Name 1], [Boutique Name 2], and [Boutique Name 3]. They're websites are [website 1], [website 2], and [website 3]. Basically this fashion show is going to be a bigger event then we have had in the past, we're going to have a valet, a bar, great food, good music, it needs to be presented as a can't miss event for the end of summer, a fabulous night out. We're thinking of calling it [Event Name Idea]."
Info I had to ask her for before I could even start on it:
What kind of ad is this? Eblast, newspaper ad, flyer?
If it's a print ad, do you want b/w or color?
If it's an eblast, which mailing lists will it go to?
What kind of artwork do you want?
Do you want the boutique logos in the ad?
Do you want their websites listed or are those for me to pull artwork from?
What is the header and body copy supposed to say? (this is generally supposed to be approved by the manager, I can't just make up my own text)
What is the event ACTUALLY going to be called?
