A creative strategy statement is the first step to an effective advertising campaign.
A creative strategy statement is a business tool used by advertising agencies as a step-by-step guide for effective marketing. It is intended as a blueprint for project members before starting a new campaign. The statement encompasses several components, some of which may vary from one business to another but each statement includes core concepts.
Objective
The objective identifies the specific purpose of the advertising campaign and desired result.
Audience
The audience identifies the target demographic of the campaign, for example, students, seniors, women, etc.
Benefit /Claim
Benefit, or claim, identifies how the product, service or event will be beneficial to the target audience.
Support
This includes data that provides support for the claim such as testimonials, sales figures, research, etc.
Promotion / Media
This component describes the media in which the message will be delivered such as print ads, television, radio or press releases.
Significant Fact
This section involves a key insight, significant fact, disclaimer or other highly relevant issue in the campaign.
