Whatever your metric – increased phone calls, attendance, sales, web traffic, SEO or social engagement –the final outcome of any marketing initiative must be supported by a creative strategy and supporting concepts. And most great creative ideas are fueled by extensive research and insights.
So, the creative strategy is key to establishing a foundation for business growth, a foundation that requires five basic steps:
The best way to get clearly defined answers is to ask clearly defined questions. What are your most relevant or urgent business needs? How can we leverage consumer or industry insights to create a unique message or solution?
Solutions are a great starting point – but now we need a roadmap to get there. It’s our job to determine the most effective way to move you from where you are to where you want to be. By developing a roadmap that addresses these questions our next steps will be clear.
The creative strategy has to reflect what’s going on in your industry and what your competition is doing. We have to know if there is new technology coming soon as well as what’s happening in the digital and social spaces? For your roadmap to be useful, it has to be informed.
While you may know that content drives online success, what drives content? Your brand’s story is the foundation for all communication efforts. Defining your brand’s unique perspective and position enables you to determine your messaging and visual strategies.
With a plan, strategy and key messages in hand, you need to specify what action you want from your target audiences. And the more specific you can be – that is, establishing direct calls to action and providing the means to interact – the more results you will see.