SP w5 Meeting an expert

Yesterday, we had a meeting with 4 (of the 5) people working together on the pitch. We devided tasks to het on the road and that was positive. Len worked out the steps in a marketingplan on forehand.

What is bothering me is having to much ideas and the missing focus, is my opinion. If I think that we have agreed on something specific, I do not always see that back in the followed actions. That may also be me; have I not paid attention or understood or interpreted things differently? If I occasionally hear my ideas back through others, they are sometimes translated differently if I had intended them initially. A number of times I work in a positive way, surprised. I meant something much more general and it turned out that this was very specific, practical.

This is why I had a couple of coffees with a friend who has worked as an art director on several campaigns with and for several different agencies.

Her question I couldn't exactely answer were:

What is the goal: awareness, engagement or action?

What does the organisation like to archieve awerness for the problem or their name attached to the good case? The word engagement refers to an action. Who should take that action: the organization or the public? I assume that the organization wants to get a better name by publicly committing itself to a social problem.

When do you have success? With what kind of headlines do you want to get known?

Of course you want to have done something special. Absolutely leaving a positive impression and not the umpteenth being told how bad things are. The negative message is enough in the news for me. But what exactely???

Who do you want to convince or involve in the campaign?

People who already know to a certain extent that there is a problem but who are not exactly aware of the ins and outs or who are not doing anything themselves yet or do you want to convince the skeptics who deny it or do not believe in the problem. I don't think you can convince the skeptics. With the positive message I would prefer to work with people who want to mean something or who want to think further about what they can do

Should the campaign have photos or could it also be drawings or something like that?

To be honest, I don't think it should be pictures. I think the client is more about a good idea. they enlisted the help of photography students but I don't think they are necessarily looking for photogarfic images.

Target Audience

So far we have a target audience that says families with children from around 13 years. My friend noted that our own children around 9 to 10 years old are becoming aware of their environment and that at the age of 13 they were much more concerned with clothing and themselves (we are talking about our daughters here). She also thought that a target group of parents with children was too varied. She would focus more on 1 group, namely the children.

Budget

Is there a certain budget; we have to come up with a budget ourselves. Given the nature of the organization, we think they cannot spend too much money on this.

Reach and involveer the target group

Suppose we take a target group of 10 year old children, how can they be reached?

At school; we could make teaching materials or involve schools and teachers.

How can you involve schools and children?

Get something in return as; a good experience, a gift, something with a points system, badges, medal or belonging, a nice product or visible effect of what they have made / done, publication, recognition, feedback. Helping teachers who are heavily burdened in their work by offering them a program that requires little preparation, is fun and which relieves them a little. Linking schools to specialists who come to tell their story or to which excursions are organized, which gives extra input to the lesson. Use the network of the organization and make a program around it.

Some new ideas we came up with brainstorming:

• Worldwide day to celebrate the beauty of nature / world

• A worldwide photo competition for children: cloud figures, trees have eyes, how nature is visible in my surrounding ....

• Fashion show of waste such as plastics and paper with a prize for the best creation

• Change the world start with yourself; Small things make the difference, radar in the ecosystem: in the classroom a meter (savings system) that shows what the group has done in school and at home. Every morning we start to make up the new successes; earn points with the class until the class receives a batch, plate (or....) examples to earn points: - Walk to school / bike - Water saved with showering, less / shorter - Unnecessary lamps switched off - TV that was switched on in the background but that nobody was watching - Vegetarian food - Tree planted

The eye of the world

With this app you can read what you use in energy at home and water. This motivates to use less

In Belgium in kortrijk you can see how many people have cycled along this street this year; that motivates you to participate yourself

Conclusion 1. at the moment the briefing is too free and we have too many choices,

This requires time that we don't have. The clearer and more focused the briefing is, my friend's experience is the more creative you can be in the solutions. A good briefing actually consists of 1 sentence with a question;

For example; how can we allow children aged 10 or more to go to school on foot or by bike (if they don't)

Or: How do you ensure that families eat vegetarian food at least 3 times a week?

Conclusion 2. Communication

After the customer has given the briefing, we will contact them through professors. That is too cumbersome and we are too dependent on via via communicion, whereby it is not always clear whether our message or question is communicated properly. An answer often raises new questions immediately. Direct when receiving the briefing, fast and direct communication is required. All our communication is a bit distant via the computer and due to our literal distance. It is also more difficult to sense what the other person is feeling or thinking. If it is also via via, this is an extra layer that you want to avoid.

What did I learn today;

It is nicer to be able to work together, brainstorm if you are physically in the same room. The more decisions you make or the narrower the briefing, the more room there is for creativity. Try to keep the target group small then you can be more specific. The porces can go faster if you can have direct and quick contact moments with the client in the initial phase.