Before we solve a problem, we conduct an internal evaluation of the brand, IT infrastructure, available technologies, product environment and demographics. Then we make fun of—or rather—evaluate the competition. We analyze the consumers’ motivation for loyalty, the circumstances that might encourage a switch and identify any untapped markets.
Analyzing our research allows us to outline a strategic vision that supports the brand position and meets stakeholder requirements, while targeting the appropriate demographic. This vision becomes the foundation of a detailed creative brief that provides all the necessary information to complete a successful project on time and on budget.
Our creative process begins with messaging. Dynamic headlines, subheads and CTAs are roughed into concepts. The team decides which concepts are solid and which are disposable. Tears are shed. Band-Aids applied. Then the real fun begins. Videographers scope out locations and actors. Creatives write scripts, storyboards and wireframes. Developers construct diagrams and prototypes.
Once we get final art approval, we build the campaign materials— evaluating often to ensure balance between form and function—which we assume our left-brain allies appreciate based on the portraits of the Creatives they hang over their dart boards. Print media is versioned, and the campaign is evaluated to ensure a cohesive and consistent message is communicated throughout.
Ultimately we cannot claim success until we’ve evaluated the numbers. Did we move the needle? Analytics are reviewed, coupon codes collected and social media is evaluated. Clients provide feedback in postmortem meetings. Success is evaluated and future goals, objectives and strategies are determined.