notes from 3/31 panel night w/ BOHAN

BOHAN notes

Who was there? Account Executive, Media Planner/Brand Engagement Specialist, Media Planning Assistant/Brand Engagement Assistant, Copywriter, and an Art Director

BOHAN’s biggest and oldest client – Pigeon Forge. PF has a 20 year history with the agency. Everyone at the panel has worked on this campaign.

Step one: Brand Engagement process

• Think about client needs and what the agency can offer as a solution.
• Research your brand and TA.
• The Brand Engagement specialist forms a Brand Brief.
• The AE writes the Brand Brief and communicates it to all team members.

Think about Brand Issues.
PF Ex: current economy, increasing competition, nearby competition

Create the Brand’s position: PF – The Center of Fun in the Smoky Mountains

Internal exercises to get inspired for your brand:

• Create a list of words describing your brand.
• Form a Brand story.
• Your list of words can contribute to your ad copy later

Form a Brand Strategy
Name your Target Audience
Create a Channel Strategy: When are you going to reach your target audience?
Creative Strategy

Media Process

• Brand engagement, research
• What channels and cost
• Work with client and get approval
• Buy air time or ad space
• Maintain your buying relationships
• Report what actually happened

If you can think of a way to reach your TA, you can find a company who can help you do it. Can get pricey. Watch your budget.

Media and Creative work closely.

Creative process:

• Go outside your team; get a fresh set of eyes
• Initial concepts – ideas
• Creative Director narrows down ideas
• AE gives feedback. AE must know how client will respond. Be totally in tune w/ client needs.
• Present in-house to agency President

Political issues: Clients think about “Who’s going to yell at me?”

Copywriting

• Be prepared to deal w/ a lot of revisions
• Be prepared to deal w/ clients who think they’re writers – common occurrence
• Pick your battles. The client has the ultimate say.