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Local Advertising SolutionsOrdering for Success

October 2010

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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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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