In our last email, we discussed how denmark@home approaches creating a marketing plan. We talked about how there are many phases in the lifecycle of real estate marketing, such as the pioneer phase, early bird/preconstruction phase, preview opening phase, all the way to the closeout phase. Today, we want to discuss how we start the next step in our process: developing creative campaigns.
The first step in any campaign is the creative brief. At some point, clients and agencies want to skip developing creative briefs. We all think we know what needs to be done and that therefore, we should dive directly into the work. Or the process of creating the brief takes too long. Or sometimes it forces us to find answers to questions we have not thought through. The latter is not a problem if the overall process has been followed.
The creative brief has all of the details that have been clarified and the strategy agreed upon before the campaign begins, giving everyone — the client, denmark@home creative team, and denmark@home account executive — a road map to follow or direction to go. It’s accountability for the client and denmark@home. It provides measurements for evaluation and justification for ideas. It keeps everyone on course with agreed-upon goals and objectives. It helps bring clarity to the business problem and whom it impacts.
To create truly impactful campaigns, our briefs require the following to be addressed:
WHAT NEEDS TO HAPPEN?
What’s the business challenge and marketing task? Is it raising awareness of a new development?
Who is our audience? What do we know matters to the audience we wish to engage? What do they see as valuable?
What makes the master-planned community or new development special? What does it do that no one else does?
What is the relevant element of culture to tap into? The tension that can be resolved? That can be harnessed/created? Is it the desire to buy a condo in a live, work, play development and avoid traffic?
What is being discussed in social media about this brand and topic? Who are the influential voices? What is the sentiment?
What’s the key thing the development or builders wishes to do for the community? How will it stimulate conversations/participation/publicity?
What are the key apertures in culture, mood, and time of day/year? What are the best channels for achieving the business objectives? What media should we create?
WHAT IS THE KEY BEHAVIOR WE WISH TO CREATE?
What do we want people to do? Make more visits to the sales center? Are there intermediate behaviors that will help gauge successful engagement? Increased viewing of homes on website?
The successful completion of the creative brief drives generation of ideas, concepts, and executions, like what we did for one of our clients.