{"id":198,"date":"2012-07-05T21:05:55","date_gmt":"2012-07-05T21:05:55","guid":{"rendered":"http:\/\/starpointgroup.com\/?page_id=198"},"modified":"2023-08-30T16:06:57","modified_gmt":"2023-08-30T21:06:57","slug":"creative-development","status":"publish","type":"page","link":"https:\/\/www.starpointgroup.com\/marketing-consulting\/communications-support-services\/creative-development\/","title":{"rendered":"Creative Development"},"content":{"rendered":"
\nTo swear off making mistakes is very easy. All you have to do is swear off having ideas. \u2013 Leo Burnett<\/cite><\/h4>\n<\/blockquote>\n<\/div>
CREATIVE DEVELOPMENT<\/h3>\n<\/div><\/div><\/div><\/div>
The best time to weigh the potential impact of your creative properties is while they are still under development. Don\u2019t wait for a copy test, an eye scanner or an algorithm to tell you if you\u2019re on the right track. Rather, use those rough sketches and other work-in-progress as thought-starters in an ongoing dialogue with your customer, client or prospect. In the process you will quickly discover what clicks and why\u2026 A qualitative communications check provides the ideal workshop for transforming rough ideas into mature concepts<\/p>\n<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>A DIALOGUE WITH CONSUMERS<\/h6>\n<\/div><\/div><\/div>
Communications Checks<\/strong> Our qualitative communications checks do not produce scores or grades for work in process. Rather, our intent is to help you anticipate how the intended audience will respond to each of the alternative approaches you are considering. Our communications checks focus on:<\/p>\n
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- Message clarity and potential areas of confusion \u2013 To what extent are your key messages being recognized by your core target groups? Are there distractions or miscues in the language or presentation that are obstructing the message?<\/li>\n
- Levels of main point communication \u2013 How well are your key messages being understood?<\/li>\n
- Perceived relevance of message and medium \u2013 Does the target audience resonate to your message?<\/li>\n
- Perceived distinctiveness or uniqueness \u2013 Are the message and the creative approach seen as original?<\/li>\n
- Perceived fit with brand \u2013 Will the creative approach reinforce, enhance or extend key brand equities?<\/li>\n
- Level of engagement \u2013 To what extent is the audience drawn in to the graphic elements, the characters, the storyline or any of the other devices used in the presentation?<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div>
TURNING ROUGH SKETCHES INTO GREAT CONCEPTS<\/a><\/h6>\n<\/div><\/div><\/div>
Fueling the Creative Process We can help both you and your creative teams identify the most promising concepts by weighing the relative communications potential of the creative approaches under consideration. We work with you to assess the communications potential of each alternative and \u2013 ideally \u2013 to identify the break-through concept. Our communications check process is described in more detail here<\/a><\/em><\/p>\n
We have been helping creative teams develop great advertising, promotion concepts, packages and displays for over 20 years. We would love to become the newest member of your team.<\/p>\n