Mata Kuliah
- Kreatif FundamentalModul ke:
Penyusunan Creative Work Plan Fakultas
FIKOM Program Studi
Marketing Communication and Advertising www.mercubuana.ac.id
Ardhariksa Z, M.Med.Kom
PROSES
1. Brief Klien Disini pihak agency menerima brief dari klien berupa segala macam informasi baik internal maupun eksternal yang berkaitan dengan produk/ jasa yang akan diiklankan
2. Internal Brief Review internal dalam Agency untuk mendeskripsikan kembali keinginan-keinginan klien dalam iklannya dan penyatuan visi antar departemen (Media, AE, Creative)
3. Brainstorming Mendiskusikan Brief klien dan menemukan BIG IDEA. Biasanya dari sini adalah akar dalam menentukan Strategi Kreatif yang dipakai. (Moodboard) -- paralel --
4. Penyiapan Usulan Strategi Setelah BIG IDEA disepakati, semua departemen menyiapkan usulan-usulan penempatan media, visualisasi dan copy, serta strategi umum.
5. Internal Review Sebelum diajukan ke klien, usulan-usulan yang sudah disiapkan dimatangkan internal untuk dikomentari dan didiskusikan oleh semua departemen (AE, Media, Creative).
6. Presentasi Ke Klien Usulan yang sudah disepakati, dipresentasikan ke klien dalam bentuk proposal Strategi Kampanye. Dimungkinkan adanya revisi usulan dari masukan klien dan baru melangkah ketahap berikutnya jika usulan sudah disetujui.
7. Produksi Proposal Strategi Kampanye yang sudah disetujui direalisasikan dalambentuk produksi (shooting, recording, printing)
8. Evaluasi Dilakukan untuk menilik kembali segala sesuatu apakah sudah sesuai dengan rencana dan strategi atau belum Evaluasi juga dilakukan selama dan setelah pelaksanaan placement (penempatan media) dan dilanjutkan dengan evaluasi efektivitas iklan.
The Structure of the Advertising and Promotions Industry
Trends Affecting the Advertising and Promotion Industry • Consumer control: Social media, Blogs, DVRs • Media Proliferation, Consolidation, and “Multiplatform” Media Organizations • Media Clutter and Fragmentation • Crowdsourcing • Mobile marketing/Mobile media
Structure of the Advertising Industry Advertisers Advertising and Promotion Agencies External Facilitators
Media Organizations
Target Audiences
Collateral Services/Suppliers Art studios & web designers
Printers & related specialists
Film & video houses
Research companies
Jingle houses
Freelance writers, artists/graphic designers, directors, photography studios, etc.
What’s a concept? • A big idea • Based on a strategy/creative brief • Embodied in headline, a tagline and a key visual • Works for all messages, calls to action • Will work on TV, radio, print • Can continue to roll it out in different ways
What is a concept? • May demonstrate different benefits – Beauty vs. good health
• May use different approaches – Celebrity endorsement vs. audience testimonials
• Could use different tone – Romantic vs. humor
Why do concepts? • There is no one solution • Not sure of the most appealing benefit • Need to see how the campaign will work in multiple media • Need to see how the creative ties the whole campaign together • Testing concepts gives you a better chance of effectively reaching your audience
A concept is NOT… • • • • •
Different colors or fonts Different models Different informational messages Different calls to action Illustrations vs. photographs
Target Audiences • Household Consumers • Businesses • Professionals • Government Organizations
Advertising & Copy Development Workshops
Creative Work Plan Key observation Communication objective Consumer insight Promise and support Audience Mandatories
Purpose
Develop a campaign to empower pregnant women and their partners to take the steps necessary for a healthy pregnancy and safe delivery
Target Audience
Primary: Pregnant women Secondary: Partners/spouses of pregnant women Birth supporters (aunties, mothers, in-laws, friends)
Communication Objectives
Increase the % of pregnant women who: • Attend ANC within the first 16 weeks of pregnancy • Attend ANC at least four times during pregnancy • Test for HIV together with their partner • Enroll in PMTCT services if HIV positive • Receive 2 doses of SP for the prevention of malaria in pregnancy • Sleep under a treated net every night • Make a birth plan • Deliver at a health facility with a skilled provider
Barriers
• • • • • • • • •
Benefits
Tone Channels
Culture of secrecy around pregnancy Fear of the evil eye Belief that you should not interfere with God’s plan Unaware of need for birth plan, its benefits or components Believe they’ll be viewed as a coward if they deliver in a health facility, especially after the first child Do not see need to go to the clinic or take medication if not sick Fear the side effects of SP Low male involvement Distance to health facilities and associated costs of leaving home/work and/or using money for transport
• To have a healthy baby • So the mother and baby survive • For peace of mind, no worry • To feel supported by others during pregnancy • To be able to communicate with your partner about pregnancy Empowering, emotional TV spots, radio spots, press ads, outdoor TV and radio programs, song and jingle SMS Community outreach
Terima Kasih Ardhariksa Z., M.Med.Kom
