(AKA copy platforms) are integral to any marketing campaign. They outline the message to be conveyed and identify the target audience and the message’s tone. That provides the guidelines for those who create and develop the ads (copywriters, art directors, etc.)

Here’s a sample Creative Strategy for a health beverage, chosen because I was myopically described as “slow and sluggish” on the soccer field on Monday night.

slimandtrim.jpgCreative Strategy for SLIM & TRIM

  • Key Fact (Marketing driven, not communication driven)
    • Although consumer conversion (product approval and repurchase) is very high, limited distribution and the lack of quality P-O-S presence (facings, displays, reseller endorsements) severely limit the growth of SLIM & TRIM sales
  • Advertising Objective (quantitative, relates to sales info)
    • To create greater top-of-mind awareness among customers who frequent current distribution outlets (primarily health food stores), and encourage first trial of SLIM & TRIM
  • Target Market (demographic, psychographic (activities, interests, opinions))
    • married women between 30 and 49 years of age; household income between 35,000 and 75,000; one child; some college education; works outside the home; has a wide variety of spare time activities; reads a wide variety of magazines including new weeklys, health magazines, shelter books and women’s service books. she is neither a “health nut” nor a “driven exercise buff”. she diets and exercises to FEEL BETTER ABOUT HERSELF rather than look like her husband’s favorite movie star. she isn’t fat–just wants to lose a few pounds (under 20).
  • Competition
    • In the mass market: Slim Fast and Ultra Slim Fast
    • In health food stores: Gregory’s Slim Drink
  • Promise (big broad statement)
    • SLIM & TRIM will not only help you get the feeling and figure you want, but you make getting there effortless and enjoyable
  • Reasons Why (supporting details)
    • SLIM & TRIM has a taste so good, we guarantee you’ll love it–all four great flavors!
    • because SLIM & TRIM tastes great and is very satisfying, sticking to your weight reduction program is easy (a complete 225 calorie meal).
    • SLIM & TRIM is smooth and creamy and mixes instantly with water
    • SLIM & TRIM is all natural and formulated to be nutritionally balanced, healthy and very safe to use
  • Legals/Givens
    • given: SLIM&TRIM uses navy blue color scheme in all ads
    • legal: comparative ads not legal in some areas

What does your creative strategy look like?