Creative Process
Below we’ve tried to outline some of the steps involved in the Creative Process. Not all projects will require such a comprehensive approach, but we wanted you to see how we work.
CREATIVE STRATEGY
Message Development
- Main message (main selling proposition)
- Secondary messages
- Supporting evidence
- Message presentation – copy, photos, art?
Offer Development (for direct response only)
- Use existing white papers or reports
- Develop new white papers or reports
- Consider qualifiers, delivery and other conditions
Format Selection
- Message/offer will dictate space requirements
- Letter package vs. self-mailer vs. postcard
- Ad size vs. insert
- Budget consideration
- Audience consideration
CREATIVE EXECUTION
Concept Development
- Develop two versions
- Additional versions optional
- Develop finished version based on feedback
Copywriting
- Develop an initial rough draft with headlines
- Write complete copy based on feedback
- Revise as needed
Graphic Design
- General layout comes from Concept Development
- Complete layout based on feedback and copy
- Revise as needed
Pre-Production
- Complete project according to media or print specifications
- Deliver to printer or media
Campaign Execution (optional)
- Coordination of outside vendors (printers and media)
- Estimates and schedules
To learn more, call Bob McCarthy at 508-473-8643.