April 2008
Simply put, the road to developing collateral—be it web banners,
brochures, or print ads— can be a rocky path if not approached
in a strategic manner. Often, graphic design can be approached as an
afterthought, or developed simply based on what "looks
nice." Those of us in the marketing and communications field,
however, know that good design is only truly effective if it's created
with a clear understanding of the organization's goals, audience, and
unique selling proposition in mind.
The most valuable roadmap we as an agency can use to make sure we're reaching that target is the creative brief. A creative brief is the best way, if not the only way, to kick off a campaign of any size. This simple-yet-effective document can map your core message to your audience's attention and consideration.
In the April issue of Brand News, we'll explore the intricacies of the creative brief and highlight how this uncomplicated tool provides an essential foundation for strategic marketing by design, both in theory and in practice.
Sincerely,
Len Johnson, President and CEO
JDG Communications
(703) 207-0933 x101
ljohnson@jdgcommunications.com
A Strategic Foundation for Success
Whether you're endeavoring to launch a fully integrated campaign or
simply produce a single piece of collateral, the process should begin
with a pre-determined set of questions, known as a creative brief.
This essential tool outlines the scope of the project, and at JDG,
allows us to begin each project by reviewing parameters and
expectations with the client. The brief we use consists of twelve
questions, ranging from the straightforward, "How will it be
distributed to the customer?" to the overarching, "What are
you trying to accomplish with this project?" This mixture of both
tactical and goal-oriented queries allows you to pinpoint your main
business objectives and vision related to the creative project at
hand. Perhaps the most important question to address is the
identification of your unique selling proposition, or what exactly
sets your company apart from the competition. It's imperative to
create a clear understanding of your core role, value, or function and
where you lie within the marketplace prior to launching the actual
layout and design phase of the project.
Engaging in this creative brief process allows for the creative development of concepts, which will then lead to strategically created products, and ultimately, help communicate your message and capture your target audience. Following the path these questions take you as the first step will help ensure that your marketing materials are designed with the best and accurate direction in mind.
In doing so, your end products are sure to play an essential role in promoting your campaign and organizational goals and most importantly, set your company apart in both a meaningful and distinctive way.
The Makings of a Smart Investment
As the old saying goes, time is money. And often, using valuable time
for upfront planning or research can seem like a resource you just
don't have. However, when there is a fundamental challenge in
identifying and effectively reaching your target audience, the
importance of gathering key research first is that much more
essential.
Recently, the U.S. Department of Treasury was seeking to promote TreasuryDirect.gov, the first and only financial services website for buying and redeeming securities directly from the U.S. Department of the Treasury in paperless electronic form. Because there is a significant group of consumers, especially senior citizens, who are not yet familiar or comfortable with online investing, the U.S. Treasury faced significant challenges in reaching this wary group and building awareness of TreasuryDirect.gov's convenience and security.
Upon partnering with the Treasury Department, JDG Communications was able engage in a strategic approach of gathering essential background information first, with the creative brief as the center of the research process. JDG concluded that the target audience, investors ages 40-70, would respond to lifestyle and family images as investments in U.S. Savings bonds are often gifted from one generation to the next. Applying a key understanding of the Treasury's organizational goals and target audience, JDG was able to easily develop a concept that was incorporated into several creative materials including an exhibit booth, banner ups, and brochure. What's more, subsequent projects involving TreasuryDirect were undertaken that built upon the essential research and solid foundation created through a well-planned and strategic process.
Click here to read the full case study.
JDG Offers Free Confidential Needs Analysis
JDG Communications is offering your company a free Integrated Brand Communications Confidential Needs Analysis. JDG staff will come to your office and conduct a one- or two-hour discovery meeting. Based on the information gathered at this meeting, JDG Communications will then prepare a Confidential Needs Analysis that outlines our recommendations for your company. Our staff will return to your office to present our findings and see how we might help you.
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