Creative agencies are the driving force behind captivating and effective advertising campaigns. But how can you make sure your creative process is delivering top-notch results? At CRAFTSMAN+, we believe streamlining your workflow and employing industry best practices is crucial to maximizing success. From identifying goals to final production, we employ a comprehensive approach to deliver outstanding creative solutions.

Find out more about the essential steps in our creative process below:

1. Identify Goals

The first step in optimizing your creative process is to clearly identify your objectives. Is the campaign meant to boost brand awareness, drive sales, or convey a specific message? By defining goals upfront, you ensure every subsequent decision aligns with your target outcomes.

Key Discovery Questions:

• What specific KPIs define success for this campaign?

• What insights can we gather from previous top-performing or low-performing ads?

• Who is the precise target audience?

2. Establish the Relationship

Effective communication is paramount. We establish a shared vision where the creative team actively listens to ideas, expectations, and concerns. This dialogue sets a precedent for collaboration, ensuring the final work meets the client’s vision.

3. Define Brand Guidelines

Maintaining consistency is key to long-term brand equity. We perform a deep dive into brand pillars, points of difference, product features, and tone of voice. This alignment ensures that creative ideation remains anchored in the brand’s identity.

4. Historical Deep Dive

Understanding the context of previous efforts helps avoid past pitfalls. We analyze past campaigns, app store reviews, and competitor landscapes to see what resonated with the audience. This historical perspective informs smarter creative decisions and helps capitalize on successful strategies.

5. Streamlined Communication

Whether using Slack, dedicated email threads, or scheduled meetings, setting up the right channels is vital. Assigning dedicated producers ensures that all stakeholders are aligned on feedback loops, turnaround times, and potential roadblocks.

6. High-Level Concepts

This is where the creative team shines. We develop unique hypotheses connected to specific user motivations. These concepts serve as the strategic foundation for the entire campaign vision.

7. Connect with the User

Understanding user motivations is the difference between an ad that is seen and an ad that converts. We research what drives the audience—whether it’s social connection, progression, or escapism—and tailor the message to those specific desires.

8. The Testing Matrix

To keep track of potential variants and the overall roadmap, we recommend building a Testing Matrix. This allows you to refine and optimize creative elements systematically, ensuring the final campaign resonates with the target audience before scaling.

Find out more about building a Testing Matrix here.