STEP 1 - UNDERSTANDING Gathering key facts:
• brief history of your company (mission and purpose, values and corporate culture, products and services, target audience, competitors etc.)
• where you are now, current branding/positioning
• strengths - key benefit(s) - positioning statements and rationale
• weaknesses/problems that must be addressed
• biggest challenges
• review of any existing research on branding/positioning
Understanding where you want to be:
• primary marketing and communications objectives
• secondary marketing and communications objectives
• short and long-term marketing and communications goals
• what outcomes are expected
Understanding to whom you are speaking:
• existing clients
• primary and secondary target audiences
• geographic markets
• any existing research regarding these audiences
Overview of principal competitors and business environment:
• overview of main competitors
• how does your company differentiate itself from these competitors
• current or emerging industry trends that could/will effect you
• review of any relevant research
STEP 2- DEVELOPMENT Developing strategies and plans for a particular project or program:
• review of budget and cost considerations
• identifying key creative objectives based on information gathered during the fact finding stage
• consideration of parameters defined by the marketing and/or advertising plan (i.e. extension of current positioning, rebranding or new product or service launch, where and when advertisements would appear, quantity and method of distribution for a printed piece, type of trade show for a display or exhibit)
• tone and manner considerations
• identification of any feedback mechanisms to be incorporated
• formulation of creative strategy and key creative objectives
Developing project or program plan and a critical path:
• details, details, details
• ideal time lines
• who, what, where, when, how and how much - clarification of roles and expectations with development of a detailed plan and critical path for the project or program
• review of the approval process - who will be involved, time requirements, procedures for identifying revisions, meetings required etc.
STEP 3 - CREATING Brainstorming and generating ideas that address the initial conclusions and creative strategies:
• your company provides files for any imagery to be incorporated (i.e. logos, photographs) and rough copy (if applicable)
• identify primary messages and best approaches
• creative brainstorming by J.L.C. to come up with deliverables that address project or program strategies and plans and that have a "Wow" factor - compelling design, creative imagery and copy
• provision of initial concepts and/or rough copy to you
Refining the creative:
• revisions to concepts and copy, as required
• final layout of approved copy into approved concepts
• testing of creative, if applicable - requirements and methodologies
Provision of deliverables:
• production of deliverables in accordance with identified parameters and in keeping with the critical path
• close supervision of subcontractors (ie. photographers, illustrators, printers, mailing houses) by J.L.C. throughout the entire production process
• provision of appropriate proofs to you, as required
STEP 4 - EVALUATION Evaluating the outcomes against goals and objectives set out in Steps 1 and 2:
• review of feedback acquired via feedback mechanisms
• informal or formal assessments of project or program
• recommendations for improvement, if applicable
