The creative plan includes information about the actual execution of paid messages for the campaign. In addition to providing examples of how you’ll execute the message, such as print ads and video storyboards, this part of your campaign will cover the elements of the messages you’ll use and the ways you’ll unify the broader campaign. So break out your jingle-writing skills and get ready to be creative.
WHAT NEEDS TO BE INCLUDED: The creative brief needs to cover broader thinking — such as the big idea — as well as more detailed strategic decisions, such as specific examples of how you’ll execute your strategy through your ads.
Here are questions you should address as you develop your creative strategy:
- What is your selling premise — the creative elaboration of the unique selling proposition?
- What is your campaign theme – the ‘Big Idea’ umbrella that the tactical elements of the campaign live under?
- What are the unifying elements for the campaign, such as your tagline, slogan, jingle or other continuity device?
- How do the messages appeal to the target audience?
- How are the unique properties of the brand emphasized?
- How does the creative alter the brand personality?
The final creative plan due at the end of the semester as part of the campaign book should include examples for each medium that is used. (Note: creative will be judged on the quality of the ideas and the production values.) Here are some examples of the types of creative you may develop:
Story boards for TV commercials
Mock-ups for print ads and billboards
Social media promoted content
Platform-specific social media tools (Instagram Stories, Snapchat lens, etc.)
Each creative execution should be accompanied by rationale for each ad, answering these questions:
- What is the intended message of this creative piece?
- Who is the intended target audience of your message?
- Why would your target audience pay attention to this message?
HOW TO DO IT: This part isn’t going to come easy. The creative director(s) and the rest of the agency will need to spend some solid hours in a room, throwing ideas at the wall to see what will stick. Just be sure that you have firmly established your campaign strategy — and the key elements of target audience, position, brand and unique selling point. If you don’t have that locked down, you won’t be able to create ads that convey a coherent, consistent message.
You’ll also need to spend time looking at the creative messages your client has been using, as well as how your competitors are positioning themselves (and sometimes your client, too).
Be sure to spend some time looking at the creative examples we have available and seek out some that may not be included here.
WHO’S IN CHARGE: The creative directors
The creative directors must make it clear how this plan grows out of the situation analysis and the campaign analysis. The creative section must be consistent with campaign strategy and address the three key issues. The creative director must consider the target audience, the unique selling proposition, the position of the product relative to the competition, the current and desired brand image, and the branding strategy.
The creative director may assign other team members parts of the above plan to help in the overall development and execution of the plan. The creative team is also responsible for designing and producing the campaign book, although other agency members may be enlisted to help with this.
BE CAREFUL: As you work on the creative messages, be sure to have your position, brand and unique selling point at the top of your mind. After reading the creative plan, the client should understand the basic selling strategies and the integration of campaign element. More important, the plan must convey how the target audience’s interest is going to be captured and secured. It’s really easy to veer off the path you’ve laid for your agency — don’t let that happen.