Being asked to plan a campaign that is going to be creative and achieve impact can be like standing at the bottom of a cliff and staring upwards. Without any boots, ropes or hooks.
Let us take you by the hand, strap on our backpacks together and take a step-by-step journey on producing winning creative campaigns – the topic of our first Alive Academy course…
POV: You’ve got to run a comms campaign and you’re given a perfect brief, plenty of time and you’ve got loads of creative ideas.
OK, you can stop laughing now. Let’s try this:
POV: An online training course, broken into enjoyable, manageable chunks, that will help me plan successful creative campaigns.
Now that we can do. Here’s what you’ll find in our first Alive Academy course…
1. Solid foundations
A great idea or flash of creative inspiration is all-important. But scaffolding is needed to build our ideas on.
We need to be clear what the campaign is setting out to achieve and how we’ll measure that, as well as who and what we’ll need along the way. And all while embracing flexibility and simplicity.
2. Finding the single human truth
Our campaigns will be most successful if we can connect with our audiences emotionally.
Can we make people feel something and unearth an approach that hits home on a human level?
Finding the ‘Why’ at the heart of our campaign gives us an emotive focus to build it around.
3. Connecting with our campaigns
How are we going to get people to understand what we’re asking them to do in our campaign?
We need to create compelling calls-to-action and demand people engage with our campaigns.
And we need to tap into the human triggers that can help us achieve the behaviours we’re looking to influence.
4. Delivering our campaigns
We can produce the most creative content and mezmerising messages but if they are not seen by the right people, our campaigns will achieve nowt.
We need to work out who we need to speak to, what’s going to motivate them to care about our campaign and then where we might be able to find them.
And we also want to make our campaigns fully accessible and inclusive – because why would we want to exclude anyone?
5. Generating creative ideas
OK, so we’ve got everything we need in place – now how are we going to give our campaign the irresistible creative hook that will grab attention?
It can be hard to know where to start or find the time to generate creative ideas, so simple, repeatable techniques are what’s needed.
6. Refining our ideas
Generating lots of creative ideas for our campaign is the goal – but which one is then going to be the one that fits best for what we need to achieve?
We need to use all the prior work we’ve done – on objectives, audiences – to help us land the right creative approach. All while not ignoring out gut feeling either.
So, if you’re a bit stuck with where to start in planning your campaign or in need of some creative inspiration, then sign up with us at the Academy.
You can join our community of lively learners at alivewithideas.thinkific.com/.
