Creative Work Plan

At first glance, the Creative Work Plan looks deceptively simple, but it can be devilishly difficult to complete. Frustrating, in fact. But once you go through the process you'll never look at your business in the same way again. Neither will your customers and prospects. Why? Because the Creative Work Plan will help your company carve out a unique position in the minds of your target markets. It will also provide a theme that will serve as the foundation for an identity that will make your company stand out from the competition. For help in filling out your Creative Work Plan, contact Mike Vassolo at (630) 674-2299. Mike invented the Creative Work Plan. He's done hundreds of them for companies in every imaginable market niche, and he'll be happy to help with yours--free of charge. So what have you got to lose? Give Mike a call right now, and put the best marketing tool around to work for your business.

Here's how to use it...

Key Fact
This is the one fact that will have the greatest influence on the communication effort. It might concern your company, your product or service, the audience, the competition, market conditions, or any other factor of great importance.

Target Market (Who Are They / What Are Their Current Beliefs?)
Exactly whom are you trying to reach? The better you can define and visualize the target, the better the chance you'll hit it, so describe your prospect in meticulous detail, demographically, psychologically, socially and economically.

What Does The Brand Stand For?
What makes your product or service unique? Why should it be top-of-mind when people consider their needs? Why should it command customer loyalty in an increasingly competitive marketplace?

Competition
Who are you up against? Even if you don't have direct competitors in your product category and believe that you own the market, there is always competition for available dollars. For example, Campbell's soup owns most of the "wet soup" market, yet it must compete with other quick, convenient foods that customers may choose instead of soup.

Problem The Communication Must Solve
This is the communication challenge as seen through your eyes. State your company's communication challenges directly and honestly, so you can devise solutions to overcome them.

Communication Objective
Don't just state the obvious like "We want to boost sales." Who doesn't? Instead, look at the things process through your prospects' eyes. Exactly how do you propose to serve their interests? Why should they pay any attention to what you have to say? What's in it for them to consider buying whatever you're selling, whether it's a product, a service or an idea? Always keep in mind that if you're not speaking directly to your customers' needs, you're talking to yourself.

What Single Benefit Should The Communication Promise?
What's the strongest believable promise you can make that will motivate your prospect to seriously consider buying whatever you're selling?

Why Should The Target Market Believe The Promise?
What credible statements can you make to support your promise?

Other Considerations
Is there anything else that the communication must include or exclude?

Here's a blank to get you started.

Key Fact

Target Market (Who Are They/ What Are Their Current Beliefs?)

What Does The Brand Stand For?

Competition

Problem The Communication Must Solve

Communication Objective

What Single Benefit Should The Communication Promise?

Why Should The Target Market Believe The Promise?

Other Considerations