Combine these Get Better Creative modules for your needs
Objectives, Strategies & Tactics
Clear and simple-to-follow definitions and review of Objectives, Strategies & Tactics for communications planning purposes, including easy-to-understand examples.
Vision, Mission, Brand Position & Value Proposition
Defining and creating understanding of these often critical marketing planning elements with multiple examples.
Developing Messaging Strategies
Presentation and discussion of the elements of Messaging Strategy with sample Messaging Strategy statements.
Finding Insights for Strategy
Discussion of from where insights for Messaging Strategy come and examples of insight-driven work.
Strategy Types
Presentation and review of 5 basic types of Messaging Strategies. Examples of brands typifying those strategy types are presented and discussed.
Different Strategies Lead to Different Creative
Review of alternative Messaging Strategies from the same client situation and the alternative creative concepts that can come from each.
The Relationship Between Strategy and Creative
Demonstration of how, with one Messaging Strategy, different creative directions can be developed.
Group Strategy Development Practice
The group is led in the development of alternative strategies based on short case histories developed for this session. The entire team works together to understand how Messaging Strategies are created.
Breakout Strategy Practice
Participants are divided into three teams. Using a short case history, each team works to develop alternative Messaging Strategies which they present to the overall session for feedback. As they work, their thinking is stimulated and guided by the moderator.
The Messaging Brief
Presentation, review and discussion of the structure and elements of a Messaging Brief - when and where it is used.
Working with Messaging Briefs
Discussion of the importance of Messaging Briefs and group interaction related to examples of Messaging Briefs that would benefit from improvement.
The Role of Clients in Messaging
What to ask of marketing/product/business unit managers in the development of messaging strategy.
The Assignment Brief
The functional information needed to develop tactics, and how assignment information is different than strategic messaging information.
Brand Personality
Presentation and review of the power of Brand Personality in the creative process with a case history to demonstrate its effectiveness.
Campaign Themes
The creative ideas that are found in every great campaign: what is a Campaign Theme, how it is stated, how it is used.
Presenting the Plan and Work
Discussion and review of best practices in presenting creative in order to provide the greatest opportunity for success.
The Whole Thing Together
Presentation of a case from situation to strategy to Messaging Brief and Brand Personality to creative. Two alternative cases are offered: Tripp-Lite and Nadex.
About Managing Creatives
Presentation and discussion of the roles of participants in the creative process and examples of how best to manage them. Both supervisors and direct reports in the creative development process benefit.
Evaluating Work & Feedback That Inspires
Presentation and discussion of best practices on how to review and provide appropriate feedback to resources that have developed the creative.
Practice Giving Feedback
Using a short case with creative examples, session members will discuss and practice how to provide feedback that is helpful to the process.
Building a Messaging Strategy
Using two alternative real-life examples participants are taken through the development of Messaging Strategy from beginning to Brand Position.
Inspiration
Where and how to get and give inspiration for better work.
Judging Success
Tools and measurements to observe success and make improvements going forward.
Using Research to Guide Direction
Using a real-life example, a case that demonstrates how research can be used to help develop messaging direction and the work that comes from it.