Conduct Research: Define objectives and target audiences, review or develop brand vision and positioning, review past creative and results, analyze marketplace, review competition and trends, develop target archetypes, identify opportunities and unmet needs, review analysis and key insights
Develop Strategy: Define strategic objective and customer benefits, with evolutionary vs. revolutionary approaches, define brand personality, revitalize positioning, validate priorities and assumptions, explore creative strategies, develop media strategy
Develop Creative: Develop strategic design brief, define creative strategy, develop integrate theme, develop copy concepts, develop visual approaches, distill the best ideas, explore integration across media, establish marketing budget
Test creative: Determine testing approach, conduct consumer communication verification checks, modify concepts as necessary, develop production schedule
Test media plan: Develop alternative strategies, determine reach frequency benefits budgets, review and finalize plan and budget, place media buy, provide content to media, review media verification and invoices
Manage production: Assemble production specifications and requirements, develop production schedule, review with client or test with consumer, clear with legal, review modify and edit as necessary
Implement campaign: Communicate plant to client team, conduct road show for client field outposts, launch integratted campaign conduct consumer communication checks, capture key learnings, document improvement opportunities, manage ongoing program
Monitor impact: Track impact across all media, compare sales activity to that of prior campaigns, review costs relative to budge, assemble findings for discussion, and modify campaign for future.
RETAIL KNOWLEDGE: Basket Rings are the size of the grocery order and it is good to grow the size… used in article as ….Especially noteworthy was that shoppers’ total basket rings were larger when prepared seafood items were a part of them. And I think meat is usually an item that they say makes the basket worth more.
CREATE NEW BRAND GUIDELINES and Standards: Foreword, Message from CEO, Our Mission and Values, Our Brand, What we stand for, The role of brand identity, and how to use the guidelines.
Brand Identity Elements: Brandmark, Logotype, Signature, Tagline, Name in text, and incorrect usage of elements.
Nomenclature: Communicative vs. legal names, Corporate, Division, Business Unit, and product and service trademarks.
Color: Brand color system, Default color system, Supporting color system, Signature color options, and incorrect use of color.
Incorrect signature variations
Signature with tagline
Incorrect signature usage
Signature with tagline
Incorrect tagline treatment
Clear space around signature
Special display faces
Typefaces for word processing
U.S. Business Papers
Business cards for corporate
Business cards for sales force
Fax electronic template
Large mailing envelope
International business papers
A-4 personalized letterhead
A-4 business envelope
Vertical and Horizontal
Voice and tone
Brochure system, size variations
Signature placement on ads
Television advertising grid
Presentations and proposals
Covers with windows
Trade show booth
Point of purchases
Materials and finishes
Winter, Spring, Summer, and Fall, Rain gear
Whom to contact with questions
Frequently asked questions
Color swatches on coated stock
Color swatches on uncoated stock
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