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
Name your Target Audience
Create a Channel Strategy: When are you going to reach your target audience?
- 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.
- 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?”
- 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.