The Manual for Integrated Campaigns
Edition: 1
Copyright: 2022
Pages: 108
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The Manual for Integrated Campaigns guides readers through the journey of building an effective brand communications campaign. Whether you produce the campaign by yourself or with an agency team, this publication walks you through the appropriate steps in the process. By incorporating this process, it just about guarantees your success when followed properly. This process can be used outside of the communications discipline - for instance, it can be used when dealing with other obstacles in life such as buying a new car or building a small cabin. In the end, you will revel in the fact that you own the knowledge to approach many tasks in life with this process. You’ll also achieve that awesome feeling of accomplishment and knowing how to do the job the right way. In the end, you’ll have a rewarding experience.
Introduction
Author Bio
MODULE 1 GETTING TEAMS STARTED
1.1 Creating Ad Agency Teams
1.2 Completing the Student Info Form
1.3 Info Form
1.4 The Elevator Speech
1.5 Sharing Contact Info Among Your Team Members
1.6 The Semester Projects Def ined
1.7 The “Spectacular Seven” Project Criteria
MODULE 2 BUILD YOUR AGENCY
2.1 Titles/Roles and Responsibilities
2.2 Agency Roster
2.3 Successful Team Culture and Characteristics
2.4 Def ining Team Policies and Expectations
2.5 Team Policies (Sample) Contract
2.6 Def ining Team Working Operations and Platforms
2.7 Create an Ad Agency Name/Logo for Your Team
2.8 Logo Design Directions
2.9 Former Student Team Logos Shown
2.10 Homework Assignment
MODULE 3 DEFINING AN INTEGRATED ADVERTISING CAMPAIGN
3.1 Characteristics of a Campaign
3.2 What Makes a Great Campaign?
3.3 Understanding the Process to Create a Campaign
3.4 The Process Broken Down Further
3.5 Campaign Presentation Def ined
3.6 Content for Your Proposal
3.7 Proposal Guidelines, Tips, and Suggestions
3.8 Student Work Examples Shown
3.9 (Three) Rough Logo Designs for in-class Critique
MODULE 4 COLLABORATING WITH CLIENTS AND DEFINING THE GOALS
4.1 Properly Prepare Before Meeting Your Client
4.2 Effective Practices for Client Working Relationships
4.3 Nondisclosure/Conf identiality/Project Release Agreement
4.4 Proper Client Protocols
4.5 Conducting Productive and Successful Meetings/Communications
4.6 Questions an Ad Agency Should Ask Their Client
4.7 Dei Best Practices
4.8 Final Team Ad Agency Logo
MODULE 5 THE EXPLORATION PHASE
5.1 Do the Deep Dive
5.2 Primary and Secondary Research Leads to Insight
5.3 Former Student Research Work Shown
5.4 Team Self-Assessment and Evaluations
5.5 Peer Evaluations Form
5.6 Brand Culture
5.7 Teams to Present (in Class) Their Brand Culture Mini Project
MODULE 6 SITUATION ANALYSIS AND SWOT
6.1 Those 4 Peas
6.2 The Competition
6.3 SWOTS
6.4 Former Student Status/Planning Reports Shown
6.5 Teams to Present (in Class) Their Status/Planning Report
MODULE 7 INSIGHT LEADS TO STRATEGY
7.1 What Is Strategy?
7.2 Strategy Versus Tactics
7.3 The Power of Infographics
7.4 View Infographics from Former Student Work
7.5 Time to Write a Rough Outline of Your Proposal
7.6 Teams to Present (in Class) Their Swot
MODULE 8 STRATEGY LEADS INTO THE CREATIVE PROCESS
8.1 The Strategy
8.2 The Strategy and Media Objectives
8.3 Media Terms
8.4 The Strategy and the Message
8.5 Ad Agencies Use “Tools” to Help
8.6 Example of a “Strategy Map”
8.7 The Creative Brief
8.8 Mood Boards
8.9 Writing (and Designing) an Impressive Manifesto
8.10 Your Presentation Visuals
8.11 Teams to Present (in Class) Their Experiential Mini Project
MODULE 9 CREATING BRAND EXPERIENCES
9.1 Imagination
9.2 Innovation
9.3 Disruption
9.4 Technology
9.5 Filling in the Gaps in Your Campaign Proposal
9.6 Terms Used for TV, Video, and Film (Scripts, Storyboards, and Treatments)
9.7 Examples of Storyboards and Visual Tips
9.8 Former Student Campaign Presentations Shown
9.9 Teams to Present (in Class) Their New Technology/innovation Mini Project
MODULE 10 ARRRRGH, LAUNCH THE CREATIVE MATES!
10.1 Brainstorming Process
10.2 Striving for the Big Idea
10.3 The Tone of the Campaign
10.4 The Words of the Campaign
10.5 The Look and/or Style of the Campaign
10.6 Teams to Present (in Class) Their Social Media Mini Project
MODULE 11 WRAPPING UP YOUR CAMPAIGN PROPOSAL
11.1 The Function of the Proposal
11.2 Promotional Merchandising/Marketing
11.3 Finalizing Your Campaign
11.4 Team Rally Time!
MODULE 12 GAME DAY—THE PITCH
12.1 Final Proof and Edit
12.2 Testing and Rehearsals
12.3 Speaking and Presenting
12.4 The Pitch
12.5 How to Handle Q & A
12.6 Teams Present Campaign Proposal to Clients
12.7 Final Thoughts?
MODULE 13 AWARDS, COMPETITIONS, AND ORGANIZATIONS
13.1 Background and Information
13.2 The Opportunities, Experiences, and Rewards Gained
MODULE 14 SELLING YOURSELF
14.1 Finding Your Value Statement
14.2 Defining Your Brand via Your Résumé and Cover Letter
14.3 Interviewing and Negotiating
14.4 A Test
14.5 Winmo
14.6 Miscellaneous
14.7 Finding Mentors and Being a Mentor
14.8 Entrepreneurial Opportunities