Rule on graphic design:

1. Choose one idea; it has to be consistent even the color

2. Don’t tilt the font
3. Don’t mess with the logo – have a consistent image
4. Concept Board is just for client; therefore, concept should be seen in the ads
5. Clarity and consistency are key (Consistency in font, color, logo, photo)
6. Check grammar! Vast majority of consumers don’t understand; Don’t use
complicated words
7. Make good use of space
8. Punctuation marks mean a lot . Don’t use it unless you really mean to
9. Concept Board should sort of become your mood board; CB sets the look
10. Most readers don’t really read copy – only the managers really read it

BRAND MEDIA ACTIVATION

- Definition: an activity that creates interaction between the brand and its
consumers through live experiences, engaging physical participation with
measurable business results.
- Essence: Bring to life a brand’s value proportion by experience; activate
brand value and bring it to life
- Smart marketers build on relationships
- Don’t just talk to your audience; give them a chance to experience what you
are offering.
- Engage consumer and encourage participation
- Generate actionable metrics
- 2-way communication
- Entertains and creates emotional connection
- Proves the claim and not just shows it
- 200% increase in ROI

What it’s not:

- Does not equate to ephemeral awareness
- Below-the-line
- Experiential marketing – doesn’t prove brand’s claims
- Event-based marketing

Traditional activation
- spoon-feeding
- Sales-focused
- Education
- One way communication
- Planned and schedules strictly

Considerations in making Brand Activations

1. Integrated Marketing Thrusts
2. Brand Value – what is in this brand that I wanna bring to life?
 3. Target consumer
4. Consumer Insight – activation should answer this
5. Budget
6. Creative Idea

Example: CLIPPER COFFEE

1. Brand Value – Clipper gives you the boost in the most natural or organic way
2. Target Market – executives rising up to the corporate ladder
3. Consumer Insight- I want to conquer stress in the healthiest way possible
4. Creative Idea – “Coffee Dispensing Tree”
5. Metrics and KPIs – Impressions in social media; use of hashtags; number of
people who will try the coffee
6. Digital Amplification – culminating video

Usual dimensions:
Concept Board – 10x 7.5 inches
Print Ad – 6 x 7.5
Horizontal Billboard – 10x 5/7.5
Lamp post banner – 4 x 7.5