Success starts with strategy. In a marketing context, this means creative material should not only look good, but also serve a purpose.
Having a strategy behind your creative materials means the difference between meeting your goals: such as increasing sales of a product or service, providing incentives for potential customers to engage with your brand, or to raise awareness of what you have to offer.
When I work on a creative project, the first thing I do is develop a plan on how to achieve the outcomes my clients require. The plan identifies the information I need to write a creative brief, the research that is needed, as well as time frames to undertake tasks and engage suppliers.
From the research, I determine measurable outcomes that my clients can use to assess the success of the creative project. Providing measurable outcomes enables evaluation, and is a great way to determine return on investment.
Once the strategy is in place, I implement the creative outcomes with my design team. Having a strategy ensures that they understand what they need to do, and the expectations upon the delivery of work.