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Creative confessions: How to get the best work from your creative team

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As a marketer, launching a marketing campaign is a laborious process. One big pain point is working with your creative team. And what do you think your designer would say about you?

In this webinar you'll learn:
- What information and creative assets to provide your team
- The do's and don'ts when giving project feedback
- Best practices for writing a creative brief
- And more!

Publicado en: Marketing

Creative confessions: How to get the best work from your creative team

  1. 1. Creative Confessions: Getting the best work from your creative team
  2. 2. Introducing our panel Jorge Castillo Journalist Moderated by: Ural Cebeci, VP Marketing at Visually Tania Schoeman Designer & Creative Director
  3. 3. Visually is a content creation platform that enables marketers to connect with their audiences through premium visual content.
  4. 4. Why visual content matters ● 75% of B2B buyers rely more on content than they did a year ago to make purchase decisions1 ● 90% of info transmitted to the brain is visual, visuals are processed 60000x faster than text2 ● Photos are liked 2x than text, videos are shared 12x than text links3 ● 80% of your online visitors will watch a video, while 20% read content4 1. DemandGen 2. Billion Dollar Graphics 3. Sprout Social 4. Digital Sherpa Web surfers’ content use in the past week:
  5. 5. Marketers are creating more content “83% of companies cite high quality content as a top driver of winning new customers.” -- Digiday/Chute Which goals do you try to meet with online content? Which types of content do you create to meet these goals?
  6. 6. But how’s the creative collaboration? 69% of marketers say collaboration is easy. 50% of creatives say collaboration is easy.
  7. 7. How do you pull it all together?
  8. 8. Start with a good plan ❏ Goals ❏ KPIs & how to measure success ❏ Target audience ❏ Insights / research / data ❏ Messaging ❏ Brand guidelines ❏ Promotion plan & list of deliverables / dependencies ❏ Examples to inspire: style, colors, execution
  9. 9. Now listen to your creatives Which parts of the creative process are easiest and hardest for creatives?
  10. 10. Marketers’ Report Card ● Giving consistent feedback (23%) ● Briefing projects clearly (21%) ● Following established processes (19%) ● Sticking to the brief (17%) ● Use the content that’s created (58%) ● Share credit with creatives (40%) ● Communicate priorities (36%)
  11. 11. What’s in a creative brief? ❖ Objectives ❖ Target audience ❖ Insights & data ❖ Messaging ❖ Calls to action ❖ Specific list of deliverables ❖ Brand guidelines - design, tone & voice ❖ Execution - channels, promotion plan, timeline
  12. 12. How do marketers get it all done? 64% of marketers who rely primarily on in-house teams also use another type of creative service. What types of creative teams do you work with? Who do you work with PRIMARILY?
  13. 13. Building the right team Creative Director | Designer | Copywriter | Project Manager
  14. 14. Kickoff and Collaboration Best Practices | Files & References | Timelines
  15. 15. ● Speak up early ● Be specific - “make this pop” vs. what needs to pop ● Don’t be shy, we can take it ● Consolidate feedback among your peers ● Talk about improvements, not mistakes ● Listen to what your designer has to say
  16. 16. Project wrap-up checklist ❏ Delivery of source files ❏ Permission/rights ❏ Implementation plan ❏ Post mortem ❏ Share results with creatives
  17. 17. Thank you! Questions? ural@visual.ly Feedback: https://www.surveymonkey.com/s/confession-webinar

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