Advertising campaigns organization
Brand book
Brand book is a very important tool in the organisation of advertising and other marketing activities of a brand.
This book describes the ‘handling rules’ for all attributes inherent in the TM advertising activities: a logo, corporate colours etc.
Depending on the company’s sector of operation, size, cost and number of advertising messages, we recommend following content of the brand book:
- Soft copy templates and printouts of ALL permanent creative elements of the brand attributes;
- Detailed instructions for the work with the logotype: size, colours, background, location, possible modifications depending on the medium and combinations with other graphic elements;
- Possible use of several logotypes (e.g. with other logotypes of your company and of other companies in the course of event sponsorship etc.);
- Rules of handling the graphic version of the brand slogan and its relation to the logotype (in a similar manner);
- Description of corporate colours;
- Hidden or allegorical version of the logotype (e.g. when advertising opportunities are limited);
- Corporate fonts and font sizes;
- Official document templates;
- Templates of graphic advertising messages (for magazines, newspapers, outdoor advertising etc.);
- Description and samples of the voice timbre and music for video and audio messages;
- Other, depending on the company operation and brand specifics.
Long-term budget brand
Sufficient knowledge about the market where the brand will operate (including the knowledge gained at early stages of the projects, as detailed above), as well as about your company’s plans and capabilities allows us to forecast future budget of the brand (both income and expenses).
The usual planning horizon is from 3-4 years to 7-10 years, which should secure complete repayment of investments into the brand and provide information on the further brand margins.
This forecast is not a brand (company) operating management tool, since it is based on rather rough assumptions. But it provides information you may need to take a final decision on the brand project implementation.
Usually we propose that two or three options of the long-term budget forecast be considered: pessimistic, expected average, optimistic, reserve etc.
Brief of advertising agency
A task is set to the service provider on the basis of a written brief usually approved by the Client.
The brief includes a description of a brand platform, tasks and specifics in the format and scope to be disclosed to third parties on the principles of confidentiality; a detailed description of goals and tasks of this advertisement activity, limitations and planned expenses on this advertisement activity.
Depending on the specific task, additional data may be attached to the brief.
The volume of the brief depends directly on the complexity, scope and anticipated cost of the activity: this varies from 2-3 to several dozens of pages with information.
Advertising services
INSIGHT has a wide experience is the selection of contractors for the direct provision of marketing services. A key element of the provider selection is usually a tender or another similar exercise. In needed, we are ready to discuss and adapt our standard tender procedure to your terms.
We are able to manage the following activities related to your brand promotion (independently but on your behalf):
- Development of advertisement ideas, slogans and concepts;
- Design of graphic advertising messages (for the press, outdoor advertisement, internet etc.);
- Recording of audio and video advertisement;
- Placement of all types of advertisement in mass media;
- Organisation of PR events and campaigns;
- Non-traditional advertisement activities and campaigns;
- Sales promotion activities;
- Trade marketing activities (engaging external providers).