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How can you develop a cost-effective and ROI-maximizing creative strategy?

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A creative strategy is a plan that guides the development and execution of your marketing communications. It helps you define your objectives, target audience, message, tone, channels, and budget. A well-designed creative strategy can boost your brand awareness, engagement, conversions, and loyalty. But how can you develop a creative strategy that is cost-effective and ROI-maximizing? Here are some tips to help you craft a smart and impactful creative strategy.

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Janet Headrick

Owner, JRH Advertising and Public Relations

1 Understand your goals

Before you start brainstorming ideas, you need to have a clear vision of what you want to achieve with your creative strategy. What are your specific, measurable, achievable, relevant, and time-bound (SMART) goals? How do they align with your overall business and marketing goals? How will you measure and evaluate your success? Having a clear and realistic goal will help you focus your efforts and resources on the most important aspects of your creative strategy.

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Janet Headrick

Owner, JRH Advertising and Public Relations
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I've been an expert at stretching clients' budgets for maximum reach over 40 years. The "trick", and it's really not a trick, is finding reach and frequency within the client's consumer market, and buying media based on what I know will work. An effective media planner and buyer has the skillset, experience and proven numbers to buy the right products at the right time within budget. It's the melding of products which create a plan of action. Budget may control depth of your buy/plan, but the actual plan should be a myriad of products. Never place a buy to "see whether it works." This is NOT a strategy or plan; it's experimenting with your client's hard-earned dollars/budget and a shameful practice I've seen first hand.

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2 Know your audience

The next step is to understand who you are trying to reach with your creative strategy. Who are your ideal customers or prospects? What are their demographics, psychographics, pain points, needs, preferences, and behaviors? How do they consume and respond to different types of content and channels? What are their expectations and motivations? Knowing your audience will help you create a creative strategy that resonates with them and speaks to their interests and emotions.

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3 Define your message

Once you have a clear goal and audience, you need to craft a compelling and consistent message that communicates your value proposition and differentiates you from your competitors. What is the main idea or benefit that you want to convey to your audience? How do you want them to feel or act after seeing your message? How does your message relate to your brand identity and personality? Defining your message will help you create a creative strategy that is clear, relevant, and persuasive.

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4 Choose your tone

The tone of your creative strategy is the way you express your message through words, images, sounds, and colors. It reflects your brand voice and personality, as well as the mood and emotion that you want to evoke in your audience. How do you want to sound to your audience? Do you want to be formal or informal, serious or humorous, friendly or authoritative, simple or sophisticated? Choosing your tone will help you create a creative strategy that is consistent, authentic, and engaging.

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Janet Headrick

Owner, JRH Advertising and Public Relations
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Creative strategy is based on having a clear understanding of your target market. Know your audience. Take the time to study your consumer base - who are they? What ages are they? Where do they live, work and spend? Once you know to whom you are writing, your approach can be be friendly, as though you are speaking to them face-to-face. I write as though I am speaking to someone I know. Once everything is written, I go back and start cutting unnecessary, unrelatable verbiage.

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5 Select your channels

The channels of your creative strategy are the mediums and platforms that you use to deliver your message to your audience. They can include online and offline channels, such as websites, blogs, social media, email, podcasts, videos, print, radio, TV, events, and more. How do you decide which channels to use for your creative strategy? You need to consider your goals, audience, message, tone, budget, and resources. Select the channels that best suit your creative strategy and reach your audience effectively and efficiently.

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6 Set your budget

The budget of your creative strategy is the amount of money and time that you allocate to develop and execute your creative strategy. It depends on your goals, audience, message, tone, channels, and resources. How do you set a realistic and flexible budget for your creative strategy? You need to research the costs and benefits of different options, prioritize the most essential and impactful elements, and track and adjust your spending and results. Setting your budget will help you create a creative strategy that is cost-effective and ROI-maximizing.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you develop a cost-effective and ROI-maximizing creative strategy?

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1 Understand your goals

2 Know your audience

3 Define your message

4 Choose your tone

5 Select your channels

6 Set your budget

7 Here’s what else to consider

Corporate Communications

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How can you develop a cost-effective and ROI-maximizing creative strategy?

1

2

3

4

5

6

7

1 Understand your goals

2 Know your audience

3 Define your message

4 Choose your tone

5 Select your channels

6 Set your budget

7 Here’s what else to consider

Corporate Communications

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