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Ad Strategy
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![FOCUS-S-DB-w-maze-72.jpg](https://static.wixstatic.com/media/ae6263_e193f3455ddc41408a3d632d63bfa33c.jpg/v1/fill/w_215,h_203,al_c,q_80,usm_0.66_1.00_0.01,enc_auto/FOCUS-S-DB-w-maze-72.jpg)
Strategy Think
Start at the end. Where are you headed? What are your goals? Decide those and set your path to get there.
How? With the CPS: Creative Positioning System. Like your GPS, it's the foundation of your campaign.
Strategy has many parts: creative, audience, message, visual, interactivity, media, etc. They all need to work together
![COMPOSE-O1-DL-w-guy-with-pad-72.jpg](https://static.wixstatic.com/media/ae6263_6cdc6d5255c84e35899240b08ff8ace3.jpg/v1/crop/x_66,y_43,w_286,h_400/fill/w_145,h_203,al_c,q_80,usm_0.66_1.00_0.01,enc_auto/COMPOSE-O1-DL-w-guy-with-pad-72.jpg)
Create Message
![cat-looking-into-mouse-hole.jpg](https://static.wixstatic.com/media/ae6263_ac23c4f1d10844a7b6d76e9b567720ef.jpg/v1/fill/w_258,h_167,al_c,q_80,usm_0.66_1.00_0.01,enc_auto/cat-looking-into-mouse-hole.jpg)
Engage Audience
The Creative Brief is your guide. It defines your audience and requires an on-target, on-strategy message. Answer the 14 questions and you know where you’re headed.
Learn what’s important to your audience.
Remember the three R’s: A message that’s RELEVANT and RESONATES with authenticity is REMEMBERED.
Focus on the benefits. The W-I-I-F-M: What’s In It For Me? If it doesn’t help consumers, they’ll tune out. Every message should create interaction. Spark a discussion. And inspire sharing. Every brand has to tap into the audience’s self-interest.
Ask them questions. Invite reviews. And, most importantly, reward their participation. Thank them by giving them what they want. So, they stay involved.
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