Creative Strategy Plan
Bring your story, words and images together in a practical plan.
When This Plan is Useful
Give Your Communications a Clear Direction
Your website, imagery and other communications may no longer reflect the value of your work. You may be preparing a new offer, reaching a different audience or trying to bring several activities into one coherent story.
I work with you to connect your purpose, audiences and positioning with a clear creative direction. We consider what to say, what to show and how your website, presentations and other materials should work together.
You receive a written creative strategy and action plan covering the agreed story, key messages, visual direction and practical priorities. It gives your team or appointed specialists a shared basis for briefs and decisions, with priorities suited to your available resources.
The plan can build on a Positioning & Message Review or begin independently, with the discovery your assignment needs.
What We Explore
Purpose and Goals: What you want to achieve and the decisions the plan needs to support.
Your Audiences: Who you need to reach, what matters to them and what they need to understand.
Story and Value: The central idea, supporting messages and evidence that explain your value.
Creative Direction: The tone, language, imagery and presentation that suit your purpose and character.
Key Materials: Where your website, presentations and other communications need attention.
Practical Priorities: What to address first, what can follow and what your time, budget and team allow.
What You Receive
Written Strategy: A clear account of your objectives, audiences and agreed creative approach.
Story and Messages: A central narrative and supporting messages for the uses agreed in the brief.
Creative Guidance: Direction for language, imagery and presentation, with examples where helpful.
Content Priorities: Recommendations for the website pages, presentations and materials needing attention.
Action Plan: A practical sequence of work, with priorities, dependencies and suggested responsibilities.
Review Criteria: Agreed questions for judging whether the resulting work is clear, consistent and useful.
THE WORKING APPROACH
From Direction to a Practical Plan
Agree the Starting Point
We discuss your goals, audiences and current materials, then agree what the plan needs to cover. We build on any useful positioning work already completed and identify the discovery needed to resolve outstanding questions.
Develop the Strategy
I develop the story, key messages and creative direction, considering how words, images and materials should work together. I then set out the recommended work, its priorities and sequence, with your available resources in mind.
Review and Agree the Plan
We review the proposed direction against your goals and audience needs, then refine the strategy and action plan. You receive an agreed document that your team or appointed specialists can use to prepare briefs, make decisions and organise the next stage.
We agree the scope, outputs, timing and fees before work begins. The plan provides strategic and creative direction, with practical priorities for delivery. Copywriting, design, website development, photography and other production work are scoped separately.
Where the brief involves attracting partners or funding, the plan can guide how you present the opportunity. Financial projections, investment analysis and formal funding applications require separate specialist input.
Putting the Plan to Work
You can put the plan into practice with your own team or appointed specialists. It provides a shared reference for preparing briefs, reviewing work and keeping your story and presentation consistent.
If continued advice would be useful, I can help review briefs and proposed materials, consider feedback and adjust priorities as the work progresses. Any further involvement is agreed separately.
For help building business presence and pursuing opportunities, Business Development & Partnerships can help you identify priorities and plan your approach to potential customers or partners. Commercial Representation & Liaison can support agreed commercial conversations and ongoing relationships.
Start With a Clear Plan
Tell me what you want to achieve, who you need to reach and where you need clearer direction. We can discuss whether a Creative Strategy Plan would be useful and what it should cover.