Jan 26 2012

Hospital blogs strike fear in the heart of marketers

January 26, 2012 – 7:00 am

By Jenn Riggle

untitledOne of the best ways to create thought leadership and develop a national reputation is to develop an external blog. Yet only 149 of the nation’s more than 5,700 registered hospitals have a corporate blog.

This is a big issue because some community hospitals are now interested in building national reputation.

Why? Because the healthcare landscape has changed. Today, hospitals are positioning themselves for mergers and acquisitions, joining accountable care organizations (ACOs) and negotiating rates with health insurers. They suddenly care about what people say about them outside their community.

A corporate blog gives hospitals a voice beyond promoting community events and marketing service lines. It also serves as a platform for hospital executives to talk about healthcare issues, discuss what they’re “doing right” and set them apart from other community hospitals.

Hospital blogs will also help drive more traffic to the hospital’s website and improve their website’s search engine optimization (SEO). The same way that hospitals serve as the economic engines of their communities, blogs can serve as the engine for hospital websites. According to the Periodic Table of SEO Ranking Factors, they do this by providing fresh content that draws people to the site and ultimately, engages them.

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With all these positive results, why are hospital marketers afraid?

Blogs are time intensive: Probably the biggest reason hospitals shy from launching external blogs is lack of time. Hospital marketing departments are already short on staff, and maintaining and developing blog content is yet one more job on their to-do list.

They require taking risks: Hospitals are historically risk-averse. Writing a blog and putting news into perspective requires hospital executives to be comfortable taking a stand and possibly saying something that can be seen as controversial.

They require executive buy-in: There is a misconception that a corporate blog needs to written by the hospital’s CEO, like the one written by Paul Levy, the former CEO of Beth Israel Deaconess Medical Center. Yet hospital blogs don’t all have to look alike. There are successful hospital blogs that step outside of the box and use photos, videos and bold colors to engage the audience, such as Seattle Children’s Hospital’s Seattle Mama Doc or Boston Children’s Hospital’s Thriving blog.

However, even if hospitals are afraid to make the long-term commitment required to develop their own blog, they can still have a blog strategy. For example, they may develop and place content on major health blogs that already have established audiences, such as Hospital Impact, The Healthcare Blog and KevinMD. This way they’re establishing themselves as thought leaders, without the intense work of maintaining their own blog.

With so few hospitals blogging, there’s a real opportunity for your hospital to be ahead of the curve and establish itself as a thought leader.

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AddThis Social Bookmark Button By Jenn Riggle | Posted in Healthcare | Tagged , , , , , , , , , , , , , , , , , , , | Comments (1)
Jan 25 2012

Content Creation Learnings from Stella Artois Artistry

January 25, 2012 – 7:45 am

THE BOOZE BIN

by Cassandra Bianco (@cnbianco)

As marketers we must think and create content more like artists. Visual artists have an innate talent to gift beauty. Artists tend to look at the picture as a whole, instead of only seeing the main object of attention (scientific research has proved this.)

This past Monday I attended a Google+ and 2012 Forecast Community Manager Meet Up. The speakers voiced how the No. 1 priority should be to produce rich content for our brands. Behance’s Sarah Rapp, Google+’s Timothy Jordan and Big Fuel’s Michoel Ogince were all advocates of this. Knowing how important this is, I wanted to share a story that recently inspired me, sponsored by a big brand, that beautifully emerges.

UP THERE is a Stella Artois film about the dying craft of hand-painted advertisements, a tradition predating modern advertising. Director Malcolm Murray carefully noticed all important elements needed to create the film—the quiet moments of the paintbrush tapping and swirling the wall, the personal accounts of the artists attesting to the craft’s meaning, and traveling to the necessary vantage points for all on-lookers. I was moved not only by the film’s cinematography and anecdotes, but how the film succeeds in leaving a warm, inspiring impression of Stella that is not promotional…something quite difficult to achieve. Liquor companies and big brands have the luxury to develop stories like this without being hyper promotional, and should keep this in mind when strategizing content.

In the words of Big Spaceship’s Ivan Askwith, we need to stop spreading viruses, and start giving gifts. Brand managers, before you retweet or post a Facebook fan page update for your social communities, reread and make sure the content is educational, entertaining or inspiring. Make it count. Cheers.

UP THERE is based on an original concept by Mother, produced by Mekanism, presented by Stella Artois.

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AddThis Social Bookmark Button By Cassandra Bianco | Posted in The Booze Bin | Tagged , , , , , , , , , , | Comments (3)
Jan 20 2012

SOPA, PIPA, The Internet Hasn’t Won Yet

January 20, 2012 – 11:08 am

By Jason Poulos (@TheSaganaki)

sopa

On Wednesday January 18, the Internet spoke out against these ridiculous bills that our government is trying to pass. It’s very nice to see big and small sites take a stand and fight for our Internet freedom. Did this protesting make a difference? Did we influence our representatives? Check out the graphic from ProPublica.org that compares supporters vs. opponents for the Stop Online Piracy Act (SOPA).

The Internet won! Right? Obama says he won’t support SOPA, but what about the Protect IP Act (PIPA)? Keep in mind SOPA and PIPA are two separate bills, but I think a lot of people might think it’s one bill. According to ProPublica.org 37 senators support PIPA, and only 22 oppose the bill.  What is PIPA?

Our government isn’t giving up on passing something completely idiotic, a co-worker forwarded me this info sent out by the New York Tech Meet Up:

“The proponents of PIPA/SOPA are now regrouping and redoubling their efforts to force these egregious pieces of legislation into law by forcing a vote next week in the Senate called “Cloture”, (http://en.wikipedia.org/wiki/Cloture) which in effect forces Senators to vote for a bill as written without debate or amendments. They are doing this as fast as possible because they know opposition is building, and they still think they have the votes necessary to pass PIPA.”

If you haven’t done so, please contact your senator and oppose this bill!

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AddThis Social Bookmark Button By Jason Poulos | Posted in PR Industry Trends | Tagged , , | Comments (0)
Jan 19 2012

Staying True To Your Brand, In Sickness and in Health

January 19, 2012 – 8:00 am

By Toni Carey (@toni_carey)

Paula Deen

This week was a hot week for celebrity (and food) news, but it got especially hot in the kitchen as the world was shocked by Paula Dean’s admission that she has Type 2 Diabetes, after three years of, as she put it, “holding it close to the chest.” The Paula Deen, “Hey ya’ll,” “let’s add a stick of butter,” empire was on the verge of succumbing to its own demise. Okay, that’s a little dramatic, but nonetheless, what happens when your brand falls victim to the very thing it’s known for? In this case, it’s Southern cooking and charm versus the very real obesity epidemic (and other related illnesses) plaguing this country.

While Mrs. Deen contributed her onset of Type 2 Diabetes to genetics, age, ethnicity and stress, she emphasized that her diagnosis “isn’t a death sentence,” but it very well could be.

The truth of the matter is that 25.8 million children and adults in the U.S. (8.3 percent of the total population) have diabetes. Seven million still go undiagnosed. Complications from Type 2 diabetes can lead to heart disease, stroke, high blood pressure, blindness, kidney disease and kidney failure, neuropathy and amputation. More importantly, in 2007, diabetes was listed as the underlying cause of 71,382 death certificates and was listed as the contributing factor on an additional 160,022 death certificates.

Although she is working with a pharmaceutical company and introducing a new program for diabetics, “Diabetes in a New Light,” it made me realize – at some point in a brand personality’s career, they’re faced with the decision of staying true to who/what they are or abandoning their identity to continue to be relevant in the marketplace. In Paula Deen’s case, that’s overtly going against the government’s campaign(s) to a healthier America and continuing to push hearty meals with a “Southern flare”.

So, as a brand, how do you decide what to do? Unfortunately, it isn’t as easy as pie, but here are some things you should consider.
Where do you want to be in five years?

What is the long-term effect?
Are you going to put yourself in a position where your business can’t survive? A prime example is Hostess. Deemed as one of America’s favorite snack food brands, the company recently filed for bankruptcy. As Americans moved to eating wheat and whole grain, the company held fast to their iconic white Wonder Bread and cream-filled Twinkies, getting into the whole grain/healthy snack game way too late. Is your company staying relevant and competitive in such a fast-paced, “what’s new, hot and healthy,” environment?

Are you being dishonest with yourself?
Honesty and credibility are probably a brand’s most precious assets. Ask yourself, “Would I invite my brand into my home for dinner?” Ethics is all about what you do behind closed doors. Now more than ever, people not just want but demand honesty and transparency. It’s their expectation. In Paula Deen’s Today Show interview with Al Roker, she insisted, “I’ve always encouraged moderation…I’ve always eaten in moderation…Honey, I’m your cook, not your doctor.” Really, Paula? If that’s the case, should her recipes read with a disclaimer? “Eat in moderation, or may increase risk of obesity, diabetes, heart disease and death.” What if Tylenol would have said, “We’re a pharmaceutical company, not a quality control company”? On the flip side, what if BP would have said, “We’re not just an oil company, we are a partner in making sure the oil industry’s practices are safe and environmentally friendly.” Either way, companies, organizations and celebrities (yes, even celebrities) don’t endure the test of time unless they are true to who they are and take responsibility for the greater good of mankind.

The media might not be so easy on you.
Paula Deen oozes Southern charm, so it wasn’t hard to believe that Al Roker only pitched softballs. You, on the other hand, might not be so lucky. Why go into crisis mode if you don’t have to?

As a Southerner, I grew up with the infamous soul food Sundays, so I understand Paula’s unique position. Does she continue with business as usual, or does she make this as an opportunity to reinvent herself? My guess is the former. Change is risky and scary; furthermore, if it ain’t broke, why fix it, right? I’m sure you’ve heard that before…

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AddThis Social Bookmark Button By tcarey | Posted in Digital Marketing | Tagged , , , , , , , | Comments (2)
Jan 18 2012

CRT/tanaka Protests The Protect IP Act

January 18, 2012 – 12:24 pm

Many websites are blacked out today to protest proposed U.S. legislation that threatens internet freedom: the Stop Internet Piracy Act (SOPA) and the Protect IP Act (PIPA). From personal blogs to Wikipedia, sites all over the web are asking you to help stop this dangerous legislation from being passed. Please watch the video below to learn how this legislation will affect internet freedom.

Take action now.

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AddThis Social Bookmark Button By Jason Poulos | Posted in PR Industry Trends | Tagged , , | Comments (3)

It’s Always Happy Hour on the 4th Hour – How To Pitch Your Booze Brand for “The Today Show”

January 18, 2012 – 8:00 am

THE BOOZE BIN

By Laura Petrosky (@aushunmon)

I love “The Today Show.” As a PR professional deeply rooted in wines and spirits, I am a huge fan of the 4th hour with Kathie Lee and Hoda. It’s every booze brand’s dream to get on a show that celebrates “Tuesday Boozeday” and “Winesday” with two hosts who are disappointed if their late-morning beverage is actually non-alcoholic. Since Chelsea Handler introduced alcohol to the 4th hour in 2008 while promoting her book “Are you there, vodka? It’s me, Chelsea,” alcohol has become a signature staple of the show. Even “Saturday Night Live” paid tribute with a hilarious spoof.

In a country where local TV stations in places like Texas or New Orleans won’t even allow an unopened bottle of wine on morning television, Kathie Lee and Hoda celebrate everything from National Margarita Day to Oktoberfest in front of 2.3 million viewers nationwide.

Since November 2011, the 4th hour also gets repeated at 2 a.m. the next morning, averaging a healthy viewership of around 683,000. Can this get any better for peeps in liquor marketing, one may ask? It can – the 4th hour attracts the sought-after audience of women ages 25 to 54 and has a mind-blowing social media following. 369,000 Facebook fans and 36,600 followers on Twitter, to be exact (@klgandhoda).

So how do you land a gig on “The Today Show?” Two former clients of mine, a champagne and a vodka brand, each got their two minutes of fame on the most famous Happy Hour of morning television. If you ask me, here’s what they did right:

  • Pitch a story, not a product: We’re in PR, not in sales. Pitch a compelling story that fits your brand message, while including some other non-competing products. Working for an eco-friendly brand? What about “Sip a cocktail, save the earth! Cocktails that give back for Earth Day?”
  • Invest in an A-list spokesperson: After all, it’s national broadcast. Partner with established experts, such as the editor-in-chief of Food & Wine magazine. Stuck with a no-name spokesperson? Invest in local TV exposure first. The producers of “The Today Show” expect excellent B-roll footage of people they have never worked with.
  • Know your audience AND your anchors: Did you know that Kathie Lee does not drink boxed wine? Get familiar with the anchors and their female-skewed audience before you even think of proposing a story. The manliest cocktail of mankind is probably not going to be the right fit.

For more general tips on how to successfully pitch the 4th hour, check out Sabina Ptacin’s blog post on Preneur.net.

What Comes After Kathie Lee's "Winesday"?

Oh, and one more piece of advice, if you represent a liquor brand, always, and I mean ALWAYS, have professional bartenders on set when your brand will be featured on “The Today Show.” A producer once insisted that he only needed the recipe and would make the drink himself in order to save time. The facial expressions Kathie Lee and Hoda sported live on air when they tasted my client’s cocktail haunted me for a while.

Photos courtesy of the Today Show, Jezebel and Xfinity.

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AddThis Social Bookmark Button By lpetrosky | Posted in The Booze Bin, Wine, Food & Nutrition | Tagged , , , , , , , , , , , | Comments (1)
Jan 16 2012

Five Leadership Lessons from Martin Luther King Jr.

January 16, 2012 – 10:07 am

By Priya Ramesh (@newpr)

[This post was originally published on Jan 17th, 2011 and ranked one of the top posts at @crttanaka Buzz Bin. It is only fitting that we remind ourselves today of the great leadership that Sir Martin Luther King Jr. exhibited in the fight for civil rights and try to rise above mediocrity and dogma in our daily lives].

MLKToday we won’t talk about social media, PR or marketing but instead I would like to dedicate this post to one of the greatest visionary leaders the world has ever seen, Martin Luther King Jr. At 33, Martin Luther King was leading the civil rights movement, at 34 he stirred the nation with his “I have a dream” speech and at 35 he was recognized with the Nobel Peace Prize. We could spend our entire lives discussing Martin Luther King’s leadership traits but if we were to highlight some of his key qualities that you, me, everyone can imbibe in our daily lives, let’s start with these:

Be a transformer not just a task master: There are leaders who make good task masters, get the job done and believe in exercising control over their team (Authoritarian). There are those that see the big picture and believe in overall growth of the team and themselves (Evolutionary). The ones that take a hands-off approach to managing and would rather delegate everything to the team and not be held accountable are what we call Background leaders. Martin Luther King was a TRANSFORMATIONAL leader, a visionary that dares to question the status-quo and takes the risk to venture into un-chartered territories. There is a big difference between leaders/managers that strive to make things better and constantly question the norm to attain higher goals versus those that are happy repeating the daily grind. Which one are you?

Be a visionary and dare to follow that vision: At a time when African Americans had to sit on designated seats on the bus, King dreamt of an America that would rise above color and creed. I am sure he faced the wrath of countless naysayers who thought that was Utopian and would never ever happen and look where we are today? The ability to DREAM and follow that VISION is a powerful attribute and history shows that some of the great leaders were even greater visionaries. If King didn’t dream of equal civic rights, we wouldn’t be living in a society where cultural differences are celebrated; if Steve Jobs were to listen to us and only build computers, we wouldn’t have revolutionary innovation like the iPhone. As marketers, PR, social media experts, everything involved in the business of BIG IDEAS, we must try to be visionaries and if we can’t then at the least encourage that thought process.

Be an effective communicator to build a movement: To this day when I listen to Martin Luther King’s “I have a dream” speech, I am filled with a sense of emotion that inspires me to “Stop complaining and Do something productive.” That’s the power of effective communication. Understand not all of us can be great public speakers but we can definitely work on message delivery. Do you remember that manager that had all the fancy degrees in Marketing but failed miserably in getting his team to dream big and achieve higher results? Yes we all have had one of those in our career but then I also remember the ones that were so good at persuading us to go that extra mile. King’s oratorical skills surely served as an ignition to build the Civil Rights movement. We as leaders within our organization can learn from that to be persuasive communicators that bring in a sense of excitement to projects versus a dull outlook.

Be inspired and inspire to pursue new directions: One of my favorite Martin Luther King quotes is, “If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” In order to move forward no matter what the situation, one needs a perennial source of inspiration and a good leader is who has the ability to be inspired and also inspire his/her followers. I remember someone saying this to me a while back, “An inspirational leader is someone who asks you to go to hell and you actually look forward to the trip.” Inspiration is the fuel that re-starts the engine when the going gets tough. Do you feel enthused and inspired to go to work every day? Does your team feel energized and motivated to do more around you? If yes, then you are an inspirational leader.

Be willing to walk the talk: Martin Luther King travelled over six millions miles and gave over 2,500 speeches to fight for civil rights. That’s called literally walking the talk. The vision, the great speech, the inspiration would all fall flat if at the end of the day, as a leader you can’t walk the talk. Big dreams, big innovation, big campaigns and big ideas also rely on big execution. The willingness and ability to wear the execution hat and get your hands dirty is a great validation that my leader can walk the talk. I hope as we all advance in our careers and do more of what we call strategic work, we also retain the ability to execute on tactics. Your team respects you that much more when you can demonstrate the walk followed by the talk.

If “leadership” and Martin Luther King are two of your favorite topics, you might enjoy this playlist from TedTalks http://blog.ted.com/2011/01/16/martin-luther-king-jr-as-leader-a-tedtalks-playlist/.

What is one leadership characteristic you consider most useful?

Image courtesy: http://seattletimes.nwsource.com/special/mlk/

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AddThis Social Bookmark Button By Priya Ramesh | Posted in Digital Marketing | Tagged , , , , , , , | Comments (0)
Jan 13 2012

10 Ways to Increase Email Newsletter Subscribers

January 13, 2012 – 1:13 pm

By Jason Poulos (@TheSaganaki)

In last week’s post, Making the Most of Email Marketing, I talked about some of the basics of email marketing and why it should be consideration for a brand. From that post, there are two main things to remember on why email marketing works.

  • Email is Data driven: Knowing who opened your email, when they opened it and what they clicked on is all recorded. Data like this can allow for accurate targeting/retargeting and can further interactions between recipients and the brand.
  • Email marketing has a strong ROI: The Direct Marketing Association puts email marketing’s ROI for 2011 at $40.56 for every $1 invested. Only organic SEO scored better.

If the need for an email marketing campaign has been identified,  it’s time to get people to subscribe to your email list. The core to any new or existing email campaign are your recipients. Continually getting people to subscribe, or “opt-in” to your email list is key. Here are a handful of ideas that can help increase opt-in/subscription rates for your email campaign.

  1. Simplify the sign up form: Depending on what email distribution service is getting used, the opt-in process should be really simple. Most likely a name and email address, or just an email address is required. A form that asks for phone numbers, place of business, addresses and pet’s names will appear very daunting. Even if those fields aren’t required, the physical appearance of them will deter email sign ups.
  2. Get the details later: If you do really want to know what your recipient’s pet’s names are, follow up with them later. Once they are signed up a survey can be sent out that gathers more demographics around your recipients. But don’t do this immediately after they sign up, give it some time.
  3. Location: A email opt-in form should be on every page of your website, like this: http://searchenginewatch.com/ Not only on your website but email signatures and Facebook pages can contain the form or links to the sign up form.
  4. Why sign up/ Incentivize the sign up: Be clear on what the recipient will be getting. Is it email only offers? Industry insights and information? Sign up for our email and receive?
  5. Make sure the email has value to it: If the email doesn’t really offer anything or has poor content people will unsubscribe.
  6. Frequency of emails: Daily, weekly, monthly? Recipients want to know how often they will be getting your email. Not knowing your delivery schedule a daily email can be viewed as spam if they weren’t aware of this when they signed up.
  7. Stick to the schedule: Try to be as consistent as possible with your email delivery. A weekly email that goes to monthly then back to weekly will not be well received.
  8. In the email: Make sure that the email sent out has an easy way to forward it. If the recipient of the forwarded message likes what they see, provide an easy way for them to opt-in to the list.
  9. Tradeshows: Have a way for users sign up at a tradeshow, a personal interaction can lend itself to a sign up. I know when I was at SES New York last year, vendors could just scan your conference pass and you’d automatically be enrolled in their email list.
  10. Opt-in by default: On any order form or contest entry form have the email opt-in box checked by default.
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AddThis Social Bookmark Button By Jason Poulos | Posted in Digital Marketing | Tagged , , , , | Comments (2)
Jan 12 2012

Recalculating……The New Era in Healthcare Demands New Approaches for Hospital Marketing

January 12, 2012 – 2:46 pm

 

By Lisa Kersey

Recalculating

Out with the old and in with the new. This is the mantra of many with regard to personal and professional goals at the beginning of a new year. And it needs to be true for healthcare marketers. If consumerism was not enough to shift your approach, the Affordable Care Act provides yet one more reason to seriously assess the value of current efforts and refine them to better achieve your hospital’s strategic goals.

I recently read a book designed to support hospital marketers in throwing away old habits and embracing a brave new world. In his book Joe Public Doesn’t Care About Your Hospital, author Chris Bevolo does a nice job of providing a brief overview of the discipline of hospital marketing, which didn’t really begin until the 1980’s, and the market factors contributing to the need for the changes he recommends. Based on 2008 research by the Center for Studying Health System Change, Chris estimates that at any given time approximately 25% of people are in the market for a physician or hospital service. That’s only a quarter of your market. That means that the other 75% of people really don’t care about what you have to tell them about your hospital – not what services you offer, what satisfaction scores you received, what physicians you have added, what new buildings you have opened, not what new technology you have acquired – none of it!

Having been on the hospital side for most of my career, and now as a public relations executive providing strategic counsel to hospitals and health systems, I read this book and found myself nodding and laughing, sighing and hoping that 2012 will be the year when hospital marketing turns the corner. How do we stop the “look at me, look at me” advertising and instead engage with our patients in a meaningful way about their health?

Yes, there will always be a need to build awareness of products, services and physicians. But unless you have a strategic brand platform and an integrated plan for all public relations, marketing and advertising, you will most likely default to the same old tactics and achieve the same limited results. Additionally, unless you invest resources and embrace the powerful role that digital communications can play in helping you target and engage people in their health, you will continue to develop print ads to a dying readership. And unless you educate your executive team, clinical leadership and key physicians that branding is about how people experience your hospital, and not what you tell them about your hospital, you will continue fighting battles with physicians and CEO’s about billboards.

There are limited dollars to spend, and the Affordable Care Act has created a limited window of opportunity to make the shift from pushing out mass information to building relationships through targeted engagement. If you were to attach a Marketing GPS to your plans for 2012, the best thing you could hear would be “recalculating!” 

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AddThis Social Bookmark Button By Lisa Kersey | Posted in Healthcare | Tagged , , , , , , , , , | Comments (2)
Jan 11 2012

Five Tips for Creating the Perfect Creative Brief

January 11, 2012 – 4:12 pm

ThinkingBy Jeff Wilson, APR (@wilson0507)

 The following article originally appeared in the “Five Tips” section of the Fall 2011 issue of Comunicas: Revista de tendencias en comunicación de Grupo BPMO (Communicate: Review of Trends in Communication) from Spain.

1.       Be Descriptive

In many ways, the best designs – whether for a collateral piece, website or video – are the ones that look effortless.

They hit the mark when it comes to clarity of message, interpreting the brand and connecting with the audience. It all begins with the brief. When constructing the perfect creative brief, be sure that you are as descriptive as possible when providing the most pertinent information for the designer. Some basic questions that the creative brief should answer include: What is the goal of the project? What is the client trying to communicate and why?

2.       Include Project Specifics

Each creative project is different.

While the creative brief shouldn’t completely restrict the creativity of the designer, it should include specifics of the project. For example, is the company logo required for the piece? Is there a specific color palette for this project? Are there fonts that must be used or avoided? Also, include a description of the brand personality, positioning statement, tagline and any other information, such as the web address and phone number. The more specific you can be in the creative brief, the more pleased everyone will be with the product.

3.       Keep the Audience in Mind

 When constructing a creative brief, first and foremost, always keep the intended audience in mind.

Go beyond age and gender and provide demographic and psychographic information. What does the audience already know about your company, product or service? How does the audience currently think, feel and behave in relation to your product, service or company? What unique or focused message should the audience walk away with after reading or seeing the piece? A design piece can be creative, but if it doesn’t connect with the right audience, it’s useless.

4.       Provide a Timeline

From the start, the designer should be aware of pertinent deadlines.

To ensure this, the creative brief should be as explicit as possible with a reasonable timeline. When are the initial creative concepts due? When will revisions be done? At what point will designs be shared with the client? When will the piece be completed? When will the piece be ready for publication or viewing (in the case of advertising), ready for print (for collateral pieces) or uploaded (in the case of websites)?

5.       Explain Measurement Criteria

The last and arguably the most important part of the creative brief should be some criteria for measuring success.

Measurement criteria are not only essential for determining whether or not the creative piece has succeeded, but they also focus the designer to consider how the creative piece is expected to work. Ask yourself, what are the objectives that the design solution will be measured against? These metrics should go beyond sales. They should also include how effectively the piece has captured the brand’s personality and equity.

Here are some links to other articles about writing effective creative briefs related to advertising, PR and logo design:

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AddThis Social Bookmark Button By Jeff Wilson | Posted in PR Industry Trends | Tagged , , , , , , , | Comments (0)