Creative Strategy

Creative Strategy Worksheet

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  • Section Break

  • (Who is the focus of this campaign (e.g., c-level, senior management, department managers, end-users, consumers, etc.)?
  • (A focused, problem-solving statement of what the campaign should accomplish. Do you want them to complete a lead form? Generate a phone call to sales? Visit a website?)
  • (Single-minded statements of the functional performance we are promising our target. Generally stated as "increase ...", "minimize ...", "save ..." "promote our services " "increase web traffic" etc.)
  • (The higher level of proof that buyers require before believing your benefit claims, e.g., case studies, testimonials, expert endorsements, guarantees, etc..)
  • (What the Benefit means to our target from an emotional standpoint. How do we want to impact our target’s “state of heart”? Will your solution make them look good to their boss, reduce their stress, give them time back in their day, make them happier in their job, etc.?)
  • (Tone or “personality” we want to establish or reinforce. What image do we want our target to take away? Are we the expert consultant, trusted advisor, friend giving advice, etc.)
  • (Who are your main competitors?)
  • (Any insights relating to your product/service?)
  • (What kind of offer is your marketing piece making – free trial, $3 off etc?)
  • (Any legal dictates or other required elements that must be addressed, such as legal disclaimers, etc.)