Campaign Development Process
S360 integrates research scientists, communication experts, brand guardians, advertising professionals, regional teams, web engineers, videographers, multicultural strategists and digital marketing experts in a collaborative effort to build the smartest, strategic, and effective creative solution for?TTD.??
We approach every program with an initial, collaborative,?DISCOVER?phase that clearly gathers data and information to outline the work to be created and agreed expectations. This phase could be called the “audit” phase, where we can get a good look at the challenge and opportunities in developing a solution. Research can play a big role here, as well as workshops and interviews.???
The DISCOVER phase? is quickly followed with a?DEFINE?phase where the foundational strategy is developed in strategic briefs that clearly identify the challenges and solutions to be developed — these briefs outline?the?creative considerations,?demographics and psychographics of the key target audiences (such as?local community members, stakeholders, and influencers),?campaign?objectives, technical and channel considerations, and any known obstacles to overcome.??Before proceeding, all parties will review and approve the strategic briefs.???
Then, we move into the?DEVELOP?phase where?message & brand?foundations are?developed,?and media plans are fleshed out. While the DEFINE phase is the most strategic, this is where all the details are worked out and collaboration is key. Before moving?forward,?we ensure all the foundational pieces are in place, and approved, to make sure delivery is smooth.??
And then the work comes together: advertising concepts are?designed?into?highly targeted?campaign assets and?trafficked in the?DELIVER?phase?where?reporting, and optimization, begins.?
This staged approach applies across all aspects of the project?and?enables and encourages collaboration across teams.?
EXAMPLES OF STAGES AND?POTENTIAL?ACTIVITIES WITHIN EACH.
A complete process for TTD will be determined collaboratively, and driven by timing, budget and objectives.