Finalize the Creative Concept
The Concept Development phase involves using the creative brief to guide generation of creative concept ideas, testing those ideas with the intended audience, and using their feedback to select a single creative concept. This iterative process of testing ideas involves incorporating feedback from the intended audience and retesting.
Finalize the Creative Concept
How do we finalize the creative concept?
By the end of this step, you will have drafted and finalized a detailed description of the campaign’s creative concept. Depending on the campaign format, the final product may include storylines and character descriptions integral to the concept.
How to conduct this step and achieve its main objectives:
Concept Testing Synthesis
The next step is to review the findings from concept testing to see how people responded to your campaign ideas, including how they ranked the different concepts. You will use this feedback to develop the final concept for your SBC campaign.
It is difficult to predict the outcome from this activity. The facilitator must be careful to focus the discussion on understanding both the positive and negative feedback and implications for shaping the final concept. A clear, winning concept may be revealed, or a brand-new concept may need to be developed.
Concept Testing Synthesis
Suggested time:
1 day
Participants:
Wider stakeholder group
Tools and Examples: Concept Testing Synthesis
Concept testing synthesis is the process of analyzing and ranking feedback to inform discussions about how to finalize the creative concept for your SBC campaign. The Tools and Examples folder contains a tool for collecting and summarizing audience feedback for discussion, a tool for consolidating the ranking scores across cohorts, and an example of how these tools are used in another campaign.
Effort required:
Final Creative Concept
Suggested time:
1 day
Participants:
Larger stakeholder group
Tool and Examples: Final Creative Concept
Your final creative concept should be a revised and expanded summary of how your campaign will deliver an SBC message that aligns with your intended audience and objectives. Regardless of whether you use TV, radio, digital or print media, this final summary should include character descriptions and a creative execution plan for the campaign. The Tools and Examples folder contains a tool for drafting your final description and an example of how this tool is used in another campaign.
Effort required:
