TO PRODUCE EFFECTIVE AND CREATIVE COMMUNICATIONS

CAMPAIGNS -  HERE ARE SIX QUESTIONS TO ASK:

We ask our clients and ourselves the following questions:

1) What are you and your agency trying to
  accomplish? And why?
  - What are the your real needs?
  - What is the business result you are trying to
  achieve?
  - What role will communications play in helping
  to impact the business result?

2) What are the issues standing in the way of your
  business's success?
  - What opportunities can you leaverage?
  - How will you measure success?

3) Who is your target audience?
  - Who are the influencers (or secondary target)?
  - Which media will influence your primary/
  secondary audiences?

4) What does your target audience believe?

5) What are the rational and emotional drivers (things
  that move your target from where they are now to
  where you want them to be in terms of their
  beliefs)?

6) What's the campaign concept?
  - What role can VALOCOM play in bringing the
  rational and emotional drivers to life?

If you can answer these questions you are well on your way to
producing a successful campaign.