Hello and welcome to the portfolio on “How To Make A Creative Marketing Campaign!”
So far in the journey, you have completed 3 steps:
Choose an alter ego or professional title sharing your strengths of how you will work best with the team you will become a part of.
Choose a talent of either your own or someone else’s to form the pillar for your work…this is closely related to number #1, and was re-enforced with the video from Jim Rohn.
Choose a “hook” to bring yourself and the talent you have chosen to work with together. Remember!!
The talent you have chosen may be a musician or an artist or anyone else whose work inspires you and the “hook” is going to be something which can bind you both- yesterday we chose “The Little Mermaid” Video as an example.
Today for step #4 we learn about Gaps.
So…..What exactly is a gap?
Before we talk about gaps, we need to clarify the following:
Creating a series of strategic content for a story bible is not the same as creating viral content.
Or random content.
Although content can be made with intent to go viral or be random or anything else, when foundational content is built in a strategic way, we focus on interlocking parts of the strategy before focusing on creating the actual content itself– and one of the first ways to do this is exactly like building a lego house.
I’m gonna pick up the pieces
And build a Lego house
If things go wrong we can knock it down~ Ed Sheeran
For your creative project to be successful you want to have the minimum structures in place:
- A base or foundation
- And a variety of frames (think like a doorway or window frame etc)
And then exactly the same as building a lego house, you want to build it up and knock it down until finished with it.
So what does this have to do with gaps?
You want to think of gaps you build into the project the same way you look at a window or a door frame when you build a house….knowing that right now…. and possibly all the way up to the “lock up” stage of your house (your creative project)….that these gaps will be wide open right until the very last minute when you close them, bridge them or pivot away from them.
As a project progresses from design (architecture) to implementation (building) your job as creative director is to build gaps into the project depending on the timeline to completion, however….when you first start the design stage which is where we are at now….it’s important to find the gap that already exists…and this is a pivotal difference to building, closing or bridging gaps…
Looking for gaps is NOT the same as building, closing or bridging gaps.
For me personally…I will never throw my weight behind a creative project unless I can accurately survey a gap that can be filled.
The reason is because there is simply no need.
And if there is no need…no vacancy….there is no point…
the project is being built for ego reasons and will have a high chance of failure.
Taking on a creative project in a director capacity means you need to envision where the project will go….very similar to starting a business and finding your niche.
If you don’t have a gap to be filled or a point of difference you know you are working with– then the chance of success is low.
Today for step #4 in your project, I want you to do the following:
- Write down your alter ego or professional strength…
- write down your talent….
- write down your hook…
and then look for the gap that exists between them.
Can you find it?
Write it down and move onto part #5
You’re in trouble….you need to make a decision on how to proceed.
Is there no gap at all in your project so far or is it that you can’t see it at this stage?
You need to make a decision here on what to do.
For the record…this is how mine looks from our project so far.
I took my alter ego (the mermaid)
Added the talent (the shark)
And found a hook between the two of them (the little mermaid making an exchange with the witch)
I then allowed myself space to find a gap between each one….just to allow my mind to stretch more easily and look for connections I may have missed if I just looked for one gap.
Today, my task is the same as yours.
I need to see if there is some kind of gap I can fill and then make a decision on whether to continue on at this stage or stop and re-build before it goes any further.
When looking for gaps at foundation level start with CORE VALUES
A good place to start when looking for gaps at a grassroots level is to begin with core values, because these rarely can be changed, so if you can build them into a project to begin with you can use them as the engine to drive the marketing or advertising campaign forward.
If you are employed as a creative director and need some help unravelling core values, we have a book in The Prosperity Project shop to help.
You can find it here:
My answer for today was taken from a social media post I shared on The Prosperity Project and used as the core values for my mermaid:
“I must be a mermaid, Rango. I have no fear of depths and a great fear of shallow living.”~ Anais Nin
To finish Step #4 today, slot the image in and close a gap to see how it looks….
In my instance?
It’s not perfect….but it’s ok as a rough frame to begin with.
Tomorrow, I will assess again once looking for a link.
How did you go with your own project?
Did you find a gap today at step #4?
Share with me in the comments below!
Ready to take the next step and get serious?
Consider studying under the journey of either the Master or The Apprentice at The Prosperity Project Now by clicking on the image below and being re-directed to the website.
I’ll see you again tomorrow.