General Principles
Be Creative
The strategy development phase provides an opportunity to be creative in how
you address the audience's wants and needs. Brainstorm new and exciting ideas.
Try to describe the audience's experiences—both current experiences and
those you would like them to have. For example, if you'd like your target
audience to purchase more fruits and vegetables, pull all the information you
found during formative research about all the steps they have to go through to do
this
- Where do they shop for food?
- How does that experience take place? Do parents/adults take children
with them? Are they alone? Are they busy or do they have plenty of time to
wander around?
- Is it an organic market? A supermarket? A convenience store?
- What does it look like? Smell like?
- What's on their minds as they are shopping?
Tip
While creativity is valued during this process, you don't have to come up
with a "magical solution." Sometimes the more obvious answers are the best ones.
Try writing key insights on sticky notes and move them around to see what goes
together. Group ideas in categories, then break them up and group them in new
categories.
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