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Confidential
Local Advertising SolutionsOrdering for Success
October 2010
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Confidential
Agenda - Ordering for Success
The Marketing Funnel as it relates to Creative
The Creative Brief
Creative Direction as it relates to position within the Marketing Funnel
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The Marketing Funnel as it relates to Creative
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Focus the ad campaign on one stage of the funnel
Define measures of success for ad campaign
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The Marketing Funnel as it relates to Creative
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Marry the client’s stage to the objective of the campaign
Clearly define the client’s measure of success in the Creative Brief
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The Marketing Funnel as it relates to Creative
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Brand Awareness
- A persistent logo is key to building brand awareness.
Consideration
- Sponsorship can have a pronounced effect on brand favorability.
Purchase
- The creative should create a sense of urgency and include a clear call-to-action.
As you move through the funnel, the targeting of the audience should become increasingly narrower and more focused.
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The Creative Brief
Facilitates a conversation with the client on their goals and objectives of the campaign.
Provides an opportunity for the client to express their measure(s) of success.
Can prevent time-consuming revisions and unexpected results.
Provides the direction a designer needs to produce the most effective campaign for your advertiser.
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The Creative Brief
OVERVIEW
1. URL (link) to advertiser's website:
2. We want to understand your measure of success. What is the focus of the campaign (choose one)?
3. Visually, what should be used to achieve the goal of campaign (choose all that apply)?
4. What is the tone of the campaign creative?
5. Image use in creative (choose):
LINE ITEM DETAILS (the following would apply to each ad type)
1. Linking URL:
2. Copy for creative:
3. Can copy be modified?
4. Additional Direction_______________________
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Creative Direction
Advertiser: - Metropolitan Lincoln Mercury
Campaign: - Hover Ad Campaign Goal:
- Branding/New Product Announcement - “Have the logo up and the address at the bottom with arrows pointing towards it.”
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Creative
http://images.ibsys.com/prod/det/2010/mlm/240032/hover_index.html
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Creative Direction
Advertiser: - Toyota of Orlando
Campaign: - Display Ads Campaign Goal:
- Impression goals/Branding - "Keeping it Simple" should flash three times
and then remain on the screen. On the last flash the "Swoosh" should animate in and remain fixed below the "Keeping it Simple" text.
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Creative
http://images.ibsys.com/prod/orlpn/ads/toyotaorlando/219770/toyota_orlando_300x250_2c.htmlhttp://images.ibsys.com/prod/orlpn/ads/toyotaorlando/217186/toyota_orlando_728x90_1.html
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Creative Direction
Advertiser: - Jacksonville Sharks
Campaign: - Display Ads, Page Skin and Hover
Campaign Goal: - Selling a Product
- Branding
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Creative
http://images.ibsys.com/prod/jax/ads/jax_sharks/hovermock/hover_index.html
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Creative Direction
Advertiser: - Blue Armor Security Services
Campaign: - Display Ads and Local Experts Campaign Goal:
- Phone calls to advertiser
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Creative
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Creative Direction
Advertiser: - Brighton Homes / K Hovnanian Homes
Campaign: - Display Ads and Hover Campaign Goal: - This campaign is to push a sale the client is having.
- Please feel free to use your creative abilities to make these ads stand out!
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Creative
http://images.ibsys.com/prod/hou/2010/k_hovnanian_homes/238354/k_hovnanian_homes_300x250.html
http://images.ibsys.com/prod/hou/2010/k_hovnanian_homes/240360/hover_index.html
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Creative Direction
Advertiser: - Fitness 19
Campaign: - Display Ads and Contest Campaign Goal: - Gathering names, contest entrants - “ Please have this ad be loud and in your face. The designer can take creative liberty on achieving this.”
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Creative
http://images.ibsys.com/prod/det/ads/fitness19/fitness19_300x250.html
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Confidential
Creative Direction
Advertiser: - Subway
Campaign: - Display Ads and Contest Campaign Goal: - Gathering names, contest entrants - Branding
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Creative
http://images.ibsys.com/prod/mia/ads/subway/230015/subway_300x250.html