CATMEDIA is one of the most acclaimed creative companies in the metro-Atlanta area, but how did we go from a handful of people crammed into a small office to where we are today? Well, a big part of that success has to do with our Creative Process Plan.
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Collect all of the information about the client. When making anything, it is important to know exactly whom you are making it for. By familiarizing yourself with your client and their brand, you can avoid basic and time-consuming mistakes.
Read all of the client information, and do independent research. If a client has one, you should certainly request a brand and style guide from them. Any other information they have, whether it be written content, examples of previous work, or emails discussing the project, will prove itself useful. Further independent research provides inspiration, as well as information to help you provide the best product for your client.
Understand the target market. We’ve written extensively on our blog about the importance of a target market analysis and how exactly to perform one. Suffice it to say; if you don’t understand your target market, you don’t understand your project.
Goals & Objectives
Understand the goals and objectives of the project or campaign. The simplest and most direct way to tackle this step is by creating an outline. Thoroughly laying out what exactly you and your client hope to achieve with this project will guide what you end up doing.
What’s the point? Why are you making what you’re making? This point is similar to the Goals & Objectives section, but there is a subtle distinction. A goal is the end result desired by the product or campaign. But the reason is why? Why does this goal matter? What is the larger impact?
Define the overall message or idea. What makes your work something beyond the conventional or simple? How do you take this project to the next level and make something exciting? By laying out the Big Idea, you can ensure that your client will be blown away.
It's time to put your ideas to the test. This can mean different things depending on the project. You might run a mock-version of a marketing campaign, or use a focus group on a product you are creating. Such a process can open you up to creative experimentation, while giving you the feedback necessary to know which risks were worth the reward. But be aware, often the testing phase can lead to unexpected results.
Develop ideas into visuals and/or script. This step should include deadlines for concepts, mockups, approvals, etc. Keeping yourself organized throughout the creative process and adhering to deadlines not only keeps the client happy, but also improves your creative capability. For more information on how to improve your creative work, see our blogs here.
CATMEDIA is an award-winning Inc. 500 company based in Atlanta, Georgia. Founded in 1997, the company specializes in advertising, creative services, media production, program management, training, and human resource management. As a Women Owned Small Business (WOSB), CATMEDIA provides world-class customer service and innovative solutions to government and commercial clients. Current CATMEDIA clients include Centers for Disease Control and Prevention (CDC), Federal Aviation Administration (FAA), Office of Personnel Management (OPM), and the Department of Veterans Affairs (VA).
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