Order Description
Sample Creative Strategy Worksheet
Product:
Product description:
Advertising Problem:
Based on your research of the product, the competition, the consumer using existing sources, what is the advertising problem that this campaign will solve? Clear actionable statement of the problem driving the need for the creative solution.
Advertising Objective:
Based on your advertising problem, what are you trying to achieve? List no more than three objectives that this campaign hopes to achieve. These objectives should be SMART (specific, measurable, achievable, relevant and
Targeted).
Target consumer:
demographics, psychographics and geographic
Unique Selling Proposition or Distinctive Feature:
main point of difference that sets the product apart: USP, SMP or POD
Product benefits:
Principal benefit or promise to the consumer:
Support or reason why this benefit is possible:
Target Competition:
identify as specifically as possible
Positioning:
how this advertisement will position the product
Single-Minded Proposition:
?You should by X because it is the only product/service that does Y?
Tone of the advertising:
Brand character:
Creative Strategy Statement:
Based on your objectives and the consumer insight articulated in Assessment 1 (I attached it), you develop a creative strategy. This should be a clear, well justified statement of what to say. It should help solve the advertising problem.
Advertising will (convince) target consumer (describe) that (product) is/will (objective or principal benefit). Support will be (describe support). Tone will be (describe tone or selling attitude). Character of the product is (brand character statement).
Creative Strategy Statement:
This is your creative solution. You need to describe your big idea, but also
justify it based on your insight and strategy.
