Creative Strategy Plan
Purpose Gives Imagination Direction
Photographing wildlife in Kruger National Park
WHEN THIS PLAN HELPS
Bring Your Story Together
You may have plenty to say about your organisation, business or place, but find that your website, photographs and presentations tell slightly different stories. Perhaps you are introducing something new, hoping to connect with a different audience or wondering where to begin with an update.
I help you clarify what makes your organisation or place distinctive and what you want people to understand about it. We consider the story, words, images and information that explain this, then decide how they should come together across your website and other communications.
You receive a written creative strategy and a practical plan for putting it to use. It sets out your story, key messages, visual direction and priorities, taking account of your time, budget and the people doing the work. Your team or appointed specialists can use it to prepare briefs and decide what to tackle first.
The plan can build on a Positioning & Message Review or begin on its own, with the discovery we agree is needed.
What We Explore
Purpose & Goals: What your organisation wants to achieve and the questions this plan needs to help answer.
Your Audiences: The people you want to connect with, what matters to them and what they need to understand.
Your Story: What makes your organisation or place distinctive, and the facts and examples that help explain it.
Words & Images: The language, photographs and presentation that express its character and what it offers.
Your Materials: How your website, presentations and other communications explain and support the same story.
Practical Priorities: What needs attention first and what is possible with your available time, budget and team.
What You Receive
Written Strategy: A clear account of your goals, audiences and the creative approach we agree.
Story & Messages: Your central story and the supporting points to use in the materials we identify.
Creative Direction: Guidance on language, imagery and presentation, with examples where useful.
Content Guidance: Recommendations for the pages, presentations and other materials needing attention.
Action Plan: An agreed order of work, showing what comes first and who could take responsibility.
Review Guidance: Questions your team can use to assess whether the work communicates what matters.
THE WORKING APPROACH
How We Develop Your Plan
Understand Your Starting Point
We talk about your organisation, business or place, what you want to achieve and the people you want to connect with. I review your existing materials, and we agree which questions need exploring. Any useful positioning or research you already have becomes part of that discussion.
Develop the Direction
I bring together the story, messages and creative direction, considering how words, images and information can explain what your organisation or place offers. We discuss the ideas and examples, checking that they reflect its character, address the questions people may have and support what you want to achieve.
Agree the Practical Steps
We turn that direction into a plan your team or appointed specialists can use. It sets out what needs doing, in what order and who could take responsibility. We review it together, taking account of your budget, available time and any questions still to resolve.
We agree the scope, what you will receive, timing and fees before work begins. The plan provides creative direction and practical priorities. Any copywriting, design, website development, photography or other production work is agreed and priced separately.
If you are presenting an opportunity to potential partners or sponsors, the plan can help you explain its purpose and value. Financial projections, investment advice 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 the specialists you choose. It gives everyone a shared reference for preparing briefs, making decisions and reviewing the work as it develops.
If you would like me to stay involved, I can help review proposed words, images and layouts, discuss feedback and adjust priorities with you. We agree that further involvement separately.
If your next step involves finding customers or developing partnerships, Business Growth & Partnerships may be useful. If your organisation also needs someone to act on its behalf in commercial matters, Commercial Representation & Liaison offers that support within agreed responsibilities and authority.
Start With a Clear Plan
Tell me about your organisation, business or place, what you want people to understand and where you need clearer direction. We can discuss whether a Creative Strategy Plan would be useful and what it should cover.