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INFOGRAPHIC: Six steps to successful creative campaigns

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INFOGRAPHIC: Six steps to successful creative campaigns

Being asked to plan a campaign that is going to be creative and achieve impact can be like standing at the bottom of a cliff and staring upwards. Without any boots, ropes or hooks.

Let us take you by the hand, strap on our backpacks together and take a step-by-step journey on producing winning creative campaigns – the topic of our first Alive Academy course…

 

POV: You’ve got to run a comms campaign and you’re given a perfect brief, plenty of time and you’ve got loads of creative ideas. 

OK, you can stop laughing now. Let’s try this: 

POV: An online training course, broken into enjoyable, manageable chunks, that will help me plan successful creative campaigns. 

Now that we can do. Here’s what you’ll find in our first Alive Academy course…

 

1. Solid foundations

A great idea or flash of creative inspiration is all-important. But scaffolding is needed to build our ideas on. 

We need to be clear what the campaign is setting out to achieve and how we’ll measure that, as well as who and what we’ll need along the way. And all while embracing flexibility and simplicity.

 

2. Finding the single human truth

Our campaigns will be most successful if we can connect with our audiences emotionally. 

Can we make people feel something and unearth an approach that hits home on a human level? 

Finding the ‘Why’ at the heart of our campaign gives us an emotive focus to build it around. 

 

3. Connecting with our campaigns 

How are we going to get people to understand what we’re asking them to do in our campaign? 

We need to create compelling calls-to-action and demand people engage with our campaigns. 

And we need to tap into the human triggers that can help us achieve the behaviours we’re looking to influence. 

 

4. Delivering our campaigns 

We can produce the most creative content and mezmerising messages but if they are not seen by the right people, our campaigns will achieve nowt. 

We need to work out who we need to speak to, what’s going to motivate them to care about our campaign and then where we might be able to find them. 

And we also want to make our campaigns fully accessible and inclusive – because why would we want to exclude anyone?

 

5. Generating creative ideas 

OK, so we’ve got everything we need in place – now how are we going to give our campaign the irresistible creative hook that will grab attention? 

It can be hard to know where to start or find the time to generate creative ideas, so simple, repeatable techniques are what’s needed. 

 

6. Refining our ideas 

Generating lots of creative ideas for our campaign is the goal – but which one is then going to be the one that fits best for what we need to achieve? 

We need to use all the prior work we’ve done – on objectives, audiences – to help us land the right creative approach. All while not ignoring out gut feeling either. 

 

So, if you’re a bit stuck with where to start in planning your campaign or in need of some creative inspiration, then sign up with us at the Academy. 

You can join our community of lively learners at alivewithideas.thinkific.com/.

Take a look at the free sample video for the 6 steps to successful creative campaigns here…

6 Steps to Successful Creative Campaigns

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Jo Hobbs — Communications Manager

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Sarah Crowdy — Campaign and Media Officer Communications, South East Water

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Alexander Mills, Communications Manager — South Yorkshire Fire & Rescue

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Kath Evans — Director of Children’s Nursing at Barts Health

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Louise Burnard, Head of Marketing and Communications UK — Be | Shaping the Future

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Dr Anna Batho — Clinical Psychologist – Critical Care, UCLH

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Georgia Beech — Internal Communications Specialist, Ocado Group

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Alana Khaytin, Communications Specialist — Braskem America

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Sara Langston, Patient Engagement & Marketing Manager — italk

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Steph Tranter, Hybrid Exec Coach & Psychologist — StephTranter.com

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Emma Wright — South Yorkshire & Rescue

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At a time like this, its never been more important to share the amazing work that our staff have done and continue to do on a daily basis under very difficult circumstances. We wanted to shout about this and recognise that when the time came, South Yorkshire Fire & Rescue stepped up to the plate. We didn’t want an ordinary thank you post on social media or a basic email sent out internally, we wanted something special. Enter Alive. ”

Emma Wright — South Yorkshire Fire & Rescue

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Keren McCarron, Head of Corporate Affairs & Communications — KP Snacks

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Thank you so much. Incredible work done at incredible speed by incredible people.
Outstanding work as ever and what a turnaround. As for the concepts – wow. These are that good it would be an insult to describe them as just good. It’s a joke, quite frankly. This is exactly the Alive effect I was after. Right now I feel like I am living in an Alive With Ideas wonderland. Thank you!”

Jack Grasby, Campaigns Manager — SYFR

“If you are looking to improve creativity and build teamwork, I highly recommend a session like this for your team. No matter where you are in your creativity journey, a workshop like this can give your team a boost of energy and ideas to invigorate their creative thinking.”

Amy Lilja, IC Manager — Hennepin Healthcare

“Alive were there to help when we were working every hour to respond to the coronavirus outbreak. They gave us the creativity, ideas and support we needed to deliver campaigns which empowered our residents in the most difficult time most of us have ever seen, personally and professionally. The team understood what we needed, worked closely with us and delivered fast without any compromise on quality. Working with Alive has been a joy in the darkest of times and I have no doubt will have helped to save lives. Thanks team x”

Julie Odams, Assistant Director of Communications & Customers — Derbyshire County Council

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Gavin Buckle — B&Q
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