One of the coolest parts of my job is getting to really dig into the process behind our creative campaigns. I’ve picked up some valuable insights into creating killer communication strategies that I’m excited to share with you.
Step 1: Conversations and Insights
At JOAN Creative, we start our strategic process with lots of conversations. We talk to everyone – clients, team members, and even the folks we’re trying to reach – to figure things out. These conversations are like gold because they help us understand the brand’s goals, challenges, and what the audience really wants. It’s all about asking the right questions and really paying attention to uncover the little details that will shape our strategy.
These talks are super important because they give us a solid base of knowledge to work from. They help us see the big picture and spot the best opportunities to make the brand stand out. This part is all about gathering up as much relevant info as we can and turning it into clear, practical insights.
Step 2: Exploring and Selecting Social Channels
Once we have our insights, the next thing to do is figure out the best social media platforms for our content. Not all platforms are the same, and each one has its own strengths and weaknesses. We want to find out where our target audience hangs out and how they interact with content on those platforms.
We’ll look at things like who uses each platform, the kinds of content they like, and how much they interact with it. This research will help us pick the best platforms for our campaign. Picking the right platforms is crucial because we want to make sure our message gets to the right people in the right places.
Step 3: Creating the Strategic Brief
After we figure out our insights and choose the best channels, we put together a strategic brief. This document is like a blueprint for the creative team, telling them all the important parts of the plan. It covers what we want to achieve with the campaign, detailed info about the people we want to reach, the main messages we want to get across, the social platforms we’ve chosen and why, and specific ideas for content and actions for each platform.
The strategic brief is there to guide and motivate the creative team. It makes sure everyone is on the same page and working towards the same goals.
Step 4: Passing the Brief to the Creatives
With the strategic brief all set, it’s time to pass it on to the creative team. This is where the magic happens. The creatives take our insights, channel selections, and key messages and bring them to life through compelling visuals and narratives.
Collaboration is super important at this stage. We keep working closely with the creatives, providing additional context and feedback to make sure the final output aligns with the strategic vision. It’s a dynamic process that requires ongoing communication and flexibility.
My experience learning the communication strategy process at JOAN Creative has been really rewarding. It’s taught me the importance of thorough research, thoughtful planning, and seamless collaboration. Each step in the process is crucial for creating visually stunning and strategically impactful campaigns.
