What makes a creative memorable, on brief and personable?
Consistency
Coherence
Continuity
Complementary
Communication Channels
Channeling a specific Target Audience
these are the strategical C behind the creative, within the campaign.
A campaign won’t be effective if it’s just a pretty image on the page, it needs to fulfil the briefs requirements and appeal to the clients directions not your own personal interest.
A creative brief should look like this:
COMM2659 CAMPAIGN STRATEGY – CREATIVE BRIEF: CAMPAIGN 2 (2018)
| TEAM NAME: The Team | DATE: 17/9/2018 |
| Student names:
Nakita Podreka, Gemma Rio, Jared Blode, Will Mantesso, Xanthe Doran |
CLIENT: Australian Red Cross Blood Service – PLASMA |
| 1A. CATEGORY INSIGHTS: What is the big picture? |
| While the Red Cross Blood Service is the only charity in which people can donate blood in Australia, there are many successful charities competing for the attention of empathetic Australians.
In 2017, the Australian Red Cross ranked 19 out of 40 in an AMR Australia report about charity reputation. This was a 4 rank drop compared to 2016 with the RSPCA taking its former place, and the charity is one below the Ronald McDonald House Charities Australia. In first place was the Royal Flying Doctor Service of Australia and in second place was the St John Ambulance service. Just below Australian Red Cross sits the Leukaemia Foundation of Australia and in last place was Greenpeace Australia Pacific. The Australian Red Cross’s positioning compared to its competitors is that it is life giving and focuses on life after illness. This contrasts to the two top competitors in the category, which both present themselves as aged and reliable, having been present as an Australian service for a long time. It also contrasts to competitors ranked more closely such as the RSPCA and Ronald McDonald House Charities Australia, charities which use an abundance of emotive imagery such as sick children and animals and tiles personal stories. In 2016, it was reported that money in donations to Australian Charities is increasing, but the number of donors are decreasing (Giving Australia, 2016). Along with this, it was reported that most donors (60.5%) are likely to do so spontaneously as opposed to planned donation. However, those making planned donations were known to give significantly more. |
| 1B. BRAND INSIGHTS: What is the problem/opportunity for your Clients brand/product? |
| Plasma donations are used in eighteen life giving ways for patients in need. The Australian Red Cross does not have enough plasma donors or people donating plasma frequently enough. The brand needs to gain plasma donors and increase donation frequency. |
| 2. COMMUNICATION OBJECTIVES: What do we want to specifically achieve? |
| – Gain 18,000 new plasma donors over 12 months
– Increase donation frequency from 4 to 6 times per year |
| 3A. TARGET AUDIENCE (TA): Who are we talking to? Current users, competitor users, new users? |
| Our Target Audience is Males aged between 20-29 that are new or existing plasma donors. The ideal candidate for a plasma donation is someone who is brave and selfless enough to give up 2 hours of his time in order to complete a donation. This man also needs to be able to frequently donate plasma 6 times per year, not just donate once for the sake of self righteousness. A member of the target audience is someone who is socially aware about the needs of others and has the capacity to be empathetic, but has barriers holding them back from making a donation.
For example, Lachie is a member of the target audience. He is 21 years old, plays footy on the weekend with his local friends from high school and works as a plumber during the week. He likes to go out on a Saturday night for drinks with his friends or to watch sporting matches. Lachie still lives at home while he is saving up for a house and finds it hard to find time during the week to spend time with his girlfriend while he works long days. Lachie is active on social media (particularly Snapchat and Instagram) and loves posting funny videos of his mates having a laugh together. |
| 3B. CURRENT PERCEPTIONS: What do the target audience think/feel/do about our brand NOW? |
| Currently, some of the target audience acknowledge that they would be an eligible donor, but have barriers holding them back form donation such as a fear of needles or they do not feel as if they have enough time to donate plasma. Therefore, they do not donate to the Australian Red Cross.
Alternately, some of the target audience are already occasionally donating plasma a couple of times a year, and therefore feel happy with themselves for sacrificing their time and effort. These donors stick to their current routines and do not increase donations. |
| 3C. DESIRED RESPONSE: What do we want the target audience (TA) to think/feel/do? |
| The target audience will think that they should be donating plasma as it would be a brave and important thing to do.This will make them feel good about themselves, and turn them to action as they will begin donating plasma.
The other identified target audience will recognise that there is more demand for plasma donating than what is being currently donated. They will feel bad for not giving enough, and in turn increase their plasma donating to 6 times per year. |
| 4A. STRATEGY FOUNDATION: What is the single-minded proposition (SMP)? |
| Donating plasma is a brave and important life-giving contribution to the wellbeing of others. |
| 4B. SUPPORT: What are the supporting facts and reasons that underpin the SMP? |
| On the Australian Red Cross’ website, it is easy to learn about how donating plasma can help others. It is listed that there are eighteen ways in which plasma can be medically utilised, such as for burn and nerve disease treatment.
The process of donating plasma is more lengthy than donating blood, as an appointment can last up to 1.5 hours with 45 minutes of blood extraction. This means that donors must be courageous and not afraid of needles or blood extraction. |
| 5. BRAND PERSONALITY: What tone of voice should we adopt? |
| For our brand we want to take on an encouraging and impassioned tone that will inspire our target audience to contribute to our cause. We want consumers to feel empowered by our tone and enthusiastic towards our message. |
| 6. MANDATORIES: What are the branding properties? |
| The Australian Red Cross Blood Service logo according to specifications. |
| 7A. MEDIA: Which media are likely to be involved? |
| Digital media (e.g a powerful video to be shared on social media in order to gain earned media) but avoiding Instagram – Social media apps such as Snapchat could be used for it is a popular app with the target audience – It could be used to create an interactive experience that educates the TA on what plasma is and its use in saving lives
Outdoor media (e.g signage on the Australian Red Cross donation centre, advertisements on bus shelters, potential ambient advertising) – Outdoor media in the form of signage and possibly animation or video will reinforce the message of the campaign through being more engaging with the target audience Traditional media that will reach large audiences (e.g posters and magazine ads) |
| 7B. BUDGET: What is the budget? |
| The $1.5 Million budget will be strategically allocated over 3 mediums to maximise the effectiveness of the campaign.
Digital Media – $1 Million Outdoor Media – $300,000 Traditional Media – $200,000 |
| 8. TIMING: What is the deadline? |
| Strategy sign off: 11 September 2018
Execution concept sign off: 17 September 2018 Approved FA submission: 7 October 2018 Production: 10 October – 1 November 2018 On air: 6 November 2018 Campaign end: Beginning of February 2019 |
Having a thought out strategy that drives the creative is the element of success every campaign is derived from.