One of the first steps in the campaign planning process is to identify the assets that the campaign will include.
Depending on the type of campaign – digital, traditional print or a mixture – the assets can differ hugely and depend on the targeting.
For example, if you want to target an audience that spends a huge amount of time online, the digital approach is most suitable. The assets for this approach can vary from video and banner adverts, to infographics and presentation design.
Based on the sign off of the creative concept for the campaign, the roll-out will see the direction deployed to its chosen assets, also known as brand collateral or branded content. We have listed some example assets over these pages and noted down estimated timelines that we rely on with planning.
Our campaign assets process
Step 1: Definition
For stage one we need to gather as much information on the proposed campaign as possible, if the client wishes us to plan the entire campaign from scratch we would follow the process previously outlined here. Information should be gathered on the following areas, this can be completed using our MiC template.
What is the purpose of the campaign? Who is the audience? Is there any existing messaging and what levels of messaging will be required? What channels will this be deployed too? What assets will be required? What guidance can be provided on creative approach?
What is the campaign CTA and how does this fit on the sales journey? What metrics will be used to measure success? What is the length of the campaign? Are there any translation considerations? What are the key dates and deadlines?
Reviewing any past campaigns can help direct the campaigns of the future. Research into the activities and behaviours of the target audience can be hugely beneficial and help to direct the campaign more precisely at moments they are likely to engage. Establishing the objectives of this campaign helps drive the design and implementation of its creative assets.
Identifying the target audience for the campaign and selecting the types of assets accordingly are the first steps in the process. As well as selecting the types of assets, consideration must be given to the platforms and channels that the campaign is going to rely on to reach the target audience.
The timings that are involved in each phase of asset implementation must be considered for the campaign planning at the start. This is why assets must be defined in the first step.
- Establish objectives, parameters and any tone of voice
- Review past campaigns or existing direction suggestions
- Identify the target audience
- Research the target audience
- Suggest the campaign assets and channels
Step 2: Solution
This stage should explore creative directions by pairing mood boards with sketched concepts. Creatives should develop three creative ideas and should include the messaging from step two. Messaging can be adapted at this stage as the concept is being evolved. This stage is presented internally and the project team agrees which concepts should be progressed. The idea is the most important thing at this stage; it should be easily conveyed to an audience and not overcomplicated.
The chosen ideas are then worked up for presentation to the client. The structure of the presentation should follow this suggested structure: introduction, campaign briefing playback (from stage one), concepts, and for each concept we should have: concept rational, master creative: a representation of the creative with associated messaging and example assets, for example social assets or a report cover.
It is important to flag at this stage if concepts will require additional work such as a photo shoot or creation of bespoke illustrations.
Once the creative direction is approved, work on implementing the assets can begin. In order to move to implementation, the list of assets for the campaign must be finalised and both where and when the assets will be used must be considered. Timings are important to the engagement of users when they see the assets.
Messaging can be developed alongside creative or before, and clients should be asked which approach they prefer. Any messaging developed should work in conjunction with the creative visualisation.
- Sign off the creative direction and messaging
- Finalise the list of suggested assets and channels
- Update the campaign plan, if necessary
Step 3: Implementation
The main step in projects of this type; this is when the creative direction is rolled out across the chosen channels and platforms. Considerations to each asset are important – as each one has different requirements and intentions, as well as timings.
Videos can take up to 6 weeks to complete and roll-out, while banner adverts take just 1 week. For the full list of assets and considerations, see below this process.
- Apply the creative direction to the assets
- Finalise deliverables and iterate with the client
Step 4: Optimisation
We optimise our work by completing a post project review that reviews the asset performance against the initial objectives, the project process and identifies areas of improvement. A campaign review should be organised when campaign metrics are available.
- Post project review