"What sets David apart is his ability to see the bigger picture. Starting with the business goals; then developing strategies and integrated creative to support those goals."
James Warner
Founder & CEO
The Westport Group
THE CREATIVE PROCESS
the secret of Hephaestus
The son of Zeus, Hephaestus was the greek god of blacksmiths. His ability to take raw material and move it through the stages of metallurgy was unique, mysterious...and essential to the gods and their goals.
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Much like metallurgy, the creative process can seem mysterious. But the secret lies in the working knowledge of specific steps and processes. By knowing these processes, the uncertainty of creative efforts can be minimized, and the results can be maximized.
Identify the goal
What exactly are you trying to accomplish? What will be the metrics by which success is measured? Do the gods need a sword or a shield?
Know thy target audience. Study their hopes, dreams, and fears.
Now that you have a clear goal in hand, it's time to develop a psychographic profile of your target audience. What makes them tick?
Identify the materials required to reach your audience
What elements will you need to reach this audience? Where can you find them and how will you speak to them?
Develop the message and creative
What message will resonate? What story does the creative tell and does it clearly solve your audiences challenges?
Execute the creative
How will the message and creative work with the channels you have chosen? If the creative doesn't mesh perfectly with the medium results will be limited.
Launch and measure
With the creative and plan firmly in place, it's time to launch. But once launched, the journey has just begun.