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Module 04: Creative Strategy
Part art and part science, creating direct marketing for any
and all communication channels affords the opportunity to
combine the knowledge of what works and what does not with the
creative process. In Module 04, participants learn what
captures attention, fosters involvement, and provokes
decisions in print and interactive media.
Participants are exposed to real-world examples of
direct marketing communications and learn why those
communications succeeded or failed based on their application
of principles born of results analysis.
The creative process is explored from the sometime opposing
points of view of developing effective work and managing its
development to schedule and budget.
| This hands-on workshop affords
participants the opportunity to develop
offers, write copy, and design direct communications
for a representative direct marketer. |
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Module 04 faculty include Chris Costello and Mike
Daitch.
| The following is an abbreviated list of topics
covered in Module 04. |
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Defining and developing creative
skills |
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Creative strategy - paradigms and process |
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How to develop creative concepts |
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The creative team - contributions of
writers and art directors |
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The role of the brand in direct marketing |
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Outer envelope design - techniques for
getting direct mail opened and read |
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The letter, lift notes, response device,
etc. |
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Applying creative process to the 'new
media' |
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How to write a good creative brief |
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Current ideas on web design - banners and
beyond |
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Writing and designing effective email |
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