| Step 1: Set the Goal; Set the Budget
A goal or objective is established
and a budget is agreed upon. In this example, the client's goal
was to increase name recognition and position themselves as the
emerging leader in their industry.
Step 2: Set the Theme/Concept
Legend's creative staff developed a theme for the campaign based on
the culture of the company and the goals they were trying to achieve,
after lengthy discussions and analysis.The client, at the time, was a fairly new company headed by young,
innovative, and energetic professionals. The concept of featuring large,
colorful, exciting photographs of individuals taking chances, enjoying
life, and challenging themselves to reach aggressive  goals was a creative
parallel to the client's company and the energetic, ground-breaking
services they offer to their customers.The theme, "When Your Benefits Package Is The Very Best It Can
Be, You Can Focus Your Attention...Elsewhere!" says that with
this company, you're in good hands; you're truly with a company that
is looking
out for your best interest, so you can turn your attention to other
things.
Step 3: Stock Photos/Art
After discussing the concept with the client, and receiving their
approval to move forward, Legend begins the creative work.In this case, we searched through 30+ stock photo companies, and selected
7 of the most eye catching (out of well over a hundred possibles) extreme
sporting adventure photos to work with in a layout, since the main focus
of the advertisement would be the image.Then the design and layout of the advertisement are developed, including
copywriting and typesetting of the logo and body copy.
Step 4: Set the Copy
Four options were presented to the client. The copy was almost the same
in each layout, but with a different photograph. At this point the client
will choose one, and can request any changes, followed by a final proof
for approval before it is professionally proofread and publication materials
are prepared.
Step 5: Prepare the Mechanicals
The photograph is then purchased and scanned at the required resolution
for the publication it will be running in, and any necessary photoshop
adjustments are made. This final, high-resolution image replaces the
low-resolution scan used up until this point for the rough layouts,
ensuring that the reproduction will be perfect; colors will be crisp
and vibrant.
Step 6: Print and/or Publication Materials
The final step in production is preparing film and matchprints for each
publication. This step can be expensive, Upwards to $600 per set of
materials, but it is far less expensive than sending off originals and
losing them. Because this step takes materials out of our control, we
always retain the originals for our clients.
The final results.
The first advertisment in the campaign.
All projects are estimated ahead of time and
are based on an hourly rate.
Listed below is the billing for this first advertisement in the
campaign,
after conceptual development.
Agency billing sheet for the first advertisement
| Copywriting |
|
350 |
| Design |
|
500 |
| Mechanicals |
|
500 |
| Proofreading |
|
65 |
| Typography |
|
225 |
| Deliveries |
|
34.50 |
| Photography |
|
942.50 |
| Publication Materials |
|
350. |
| Scanning |
|
188.50 |
| Supplies |
|
35 |
| Total Investment |
|
3190.50 |
| Owed To Vendors |
|
1615.50 |
| Actual Agency $$ |
|
1575.00 |
| Total Agency
Time |
|
16.5 hours |
|
Plus, the artwork was used for internet site additions,
direct mail
pieces
and other items as they came along.
Subsequent ads in the campaign...
All of these were much less than the original.
|
