Creative Strategy and Development

Agenda Understand and be able to articulate the message development process Understand the structure, content and purpose of the creative brief Understand how to evaluate a creative brief Understand the rules of IMC creativity

The Only Rule in IMC There are no rules

IMC Creativity Determining what the advertising message will say or communicate Creative Strategy Creative Strategy Creative Tactics Creative Tactics Determining how the message strategy will be executed

The Perpetual Debate SuitsArtists Only artistic value and originality count It isn’t creative if it doesn’t sell Stick with what works Try something new

Young’s Creative Process Get raw material and data, and immerse yourself in the problem Immersion Take the information, work it over, wrestle with it in your mind Digestion Turn the information over to the subconscious to do the work Incubation “Eureka! I have it!” phenomenon Illumination Study the idea, evaluate it, reshape it for practical usefulness Verification

Message Development Process D i s c o v e rA s s e s sD e f i n e V a l i d a t e I m p l e m e n t Corporate & Regional Audits Conducted interviews with key stakeholders to uncover regional perceptions. Analysis of secondary data. Research Evaluation Organized and distilled the learning from research to then inform the next stage of developing differentiated messages. Message Platform, Development Generated key messages in priority for each target segment and identified key value props. Customer Validation To conduct interviews to test and ensure effectiveness of messages developed. Integrate messages and tagline into communications tools.

Message Platform Corp Vision Corp Value Prop Integrate Value Drivers Campaign Messages Positioning Statement Unifying Theme or Tag Campaign Messages – Value driver messages that directly address customer- centric needs with attribute-based benefits: Integrated Value Drivers -Customer directed attribute statements capturing the company’s value Corporate Value Proposition - A sum total of the benefits promised to customers Corporate Vision - What the company wants to be Unifying Theme - A succinct, externally focused message or mantra that can be used across all communications messages, tools and tactics. Positioning Statement – How the market should perceive the products and services vis-à-vis the competition

Message Appeal Choices Appeal to the logical, rational minds of consumers Appeal to both Appeal to the feelings and emotions of consumers

Designing a Message Rational appeal Emotional appeal Moral appeal Message content is an appeal or theme that will produce the desired response

Message Appeals Rational appeal relates to the audience’s self-interest Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase

Rational & Emotional Appeal Options Fear Appeals Fear Appeals May stress physical danger or threats to health May identify social threats Can backfire if level of threat is too high May stress physical danger or threats to health May identify social threats Can backfire if level of threat is too high Comparative Appeals Comparative Appeals Especially useful for new brands Often used for brands with small market share Used often in political advertising Especially useful for new brands Often used for brands with small market share Used often in political advertising Humor Appeals Humor Appeals Can attract and hold attention Often the best remembered Put consumers in a positive mood Can attract and hold attention Often the best remembered Put consumers in a positive mood

Message Appeals Moral appeal is directed at the audience’s sense of right and proper

CREATIVE EXERCISE: DEFINE RATIONAL & EMOTIONAL OPTIONS FOR ALUMNAE FOR OTHERS

Creative Template Brief Creative Brief Template Date: Project: Project Champion: Background: Summarize this program and what you want to achieve: How will you measure the success of this program? The Audience: Who is the Primary Audience? What should be avoided in talking to this audience? What do they believe before we tell them anything? Who is the secondary audience? Objectives: What objectives are you trying to achieve? What are the priorities of those objectives? Can you suggest strategy or positioning to achieve the objective?

And Then… The Message: If you could get one sentence through all the clutter, what would that be? If they asked you to prove it, how would you do that? What other major points do you want to communicate? The Medium: What is the best way to reach this audience? Is there another way? Are there existing pieces that this piece must work with? How will this piece be delivered to the audience? Anything Else: Any other design objectives or special circumstances? Are there any mandatories that must be in the piece? The Deadline: When must the message get to the audience for maximum effect? (i.e. trade shows, events, product intro dates) When must we deliver the finished work?

… Finally Budget: How much money do you have to spend on this project? Has this budget been approved? By whom? What quantities do you need to produce? (for printed pieces) The Responsible Parties: Who needs to sign off on final execution?

Evaluation Guidelines for Creative Output Consistent with marketing objectives? Consistent with brand IMC objectives? Consistent with the message platform? Communicates what it’s supposed to? Approach appropriate to target audience? Communicates clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Truthful and tasteful?

Strategic Communication Roles Use public relations to build brand Use trade and business advertising to reinforce the brand Use internal and external events to amplify the brand Use print and electronic collateral to substantiate the brand

Upon Further Review Understand and be able to articulate the message development process Understand the message platform and the role of each element Understand the structure, content and purpose of the creative brief Understand how to evaluate a creative brief

Creative Strategy and Development