On-line Creative Strategy
The single largest problem that continues to hinder interactive design from really coming into it’s own is the fact that designers allow their work to be led more by technology or production techniques and not creative thinking.
As a creative director I have had tons of interactive portfolios come across my screen over the years and I see the same problem over and over again. Unfortunately most of this work has been produced in Macromedia Flash and that technology has taken a huge amount of criticism over the years. I personally believe that pointing to Flash as the reason for ineffective web design makes about as much sense as blaming paper for creating junk mail or the telephone for creating the solicitors who call during dinner. The fault should fall to the designers who have not taken the time to use a creative strategy as the basis of their work.
A good on-line creative strategy should define the values and brand attributes that need to be communicated to the consumer in a distinctive and compelling way that takes advantage of the medium. I use answers to the following list of questions as a starting point when I meet with a new client or start on a new project.
What are we advertising and why?
When you meet with your client about a new project, get a thorough understanding of the focus of the communications efforts such as: the brand, a specific product or service, a promotion or new news. Make sure you understand their reasons for wanting to be on-line. Often the rationale clients provide are expressed as marketing objectives not as communications objectives. Communications change the way people think and influence their behaviors. That is the difference between a marketing objective and a communications objective. What is it they are trying to achieve? Increase market share? Drive awareness? Increases frequency or penetration? Increase sales? Focus on uncovering the single most important obstacle the communications must overcome.
What is the brands communication past?
Get a clear understanding of where the brand has come from and where it is now is critical to determining where the brand needs to go. Look at the brands past advertising to gain a solid understanding of the it’s positioning, personality and focus. Research if the target of the brand’s activities have shifted and why. What are the reasons for this change?
What do we need to do?
It is a simple as it sounds. What are the deliverables that need to be created to fulfill the clients marketing and communications needs?
Who are we talking to? (Demographics)
What are the physical characteristics of your clients market? Your client should be able to provide you with some statistics that provide a snapshot of the consumer you will target with the creative work. Common demographics include: age, gender, religion, income level, education, and family composition.
Who are we talking to? (Psychographics)
What are the mental characteristics of your clients market? Your client should again be able to provide you with some information that provides a snapshot of the consumer’s mindset regarding: their personal values, their beliefs, their habits and their activities. Psychographics are often more powerful influences upon how a consumer views your clients category, brand or product as attributes often affect behavior, and attitudes typically cross age groups. Take time to know your consumer so your creative will be more impactful.
What is the personality and tone?
A brand’s personality should be a reflection it’s behavior, character, and manner. This personality should drive the style and tone of all our communications in writing, photos/illustrations, typography and style.
What is the selling idea?
The selling idea is a way of saying the most persuasive thing you can say to get consumers to alter their behavior towards a client’s category, brand or product. The selling idea should be the starting point for the development any compelling, original, and successful creative ideas. The selling idea can be about: ways of using the product, disadvantages of not using the product, satisfying needs (physical, social, psychological, new ways), product heritage / where or how it was made or generic benefit you want to own.
What do we want the consumer to do?
With any advertising you want to be able to evoke and emotion or action. What is the emotion you want them have? How should they feel about the brand? What do you want them to do?
Conclusion
This list is just a starting point. To create a great strategy you have to be able to distill and refine the answers to get at the insights and core brand attributes. The more accurate and concise you are able to become the better your ideas will be. I also recommend if possible to share your answers and thinking with a team of your peers or co-workers because the more people thinking about a project, the more new ideas can be generated.
IT Careers Explained
For each IT field, we’ll tell you what it takes to get in and what it pays.
Before the computer age, the field of Information Technology was pretty much limited to what was inside books – to what could be written down and published.
Today we take information and process it, convert it, transmit it, store it, retrieve it, secure it, and interact with it – all from the comfort of our desktops.
With the proliferation of computers and the Internet, just about every company you can think of needs I.T. professionals.
Have you ever asked yourself, “How can I turn my computer skills into a career?”
Consider the amazing number of possibilities in the world of Information Technology.
Web Developer
Web Developer is a fancy title for someone who creates and designs websites. As Web professionals refine their technical skills, they may also administer, manage, and protect these sites.
The U.S. Department of Labor expects that, by 2016, the 30,000+ Web development companies already doing business in the U.S. will grow by another 37%. That makes it an industry with an urgent need for more people to build, program, administer, and service all these sites.
Training
You’d do well to nurture your art and design skills for this career. There are plenty of graphic design and website software solutions to be found on store shelves. But to really improve your chances, look for certificate courses and associate’s degree programs. Web jobs in the corporate world may demand a computer-related bachelor’s degree.
Pay
Robert Half International, a firm providing specialized staffing services revealed some salary ranges for careers focused on Web development. Here’s a sample:
Web Designer: $47,000-$71,500
Web Administrator: $49,750-$74,750
Web Developer: $54,750-$81,500
Senior Web Developer: $71,000-$102,000
Who’s Hiring?
Web development companies, advertising agencies, graphic design firms.
Programming and Applications
Programmers write and maintain the software that keeps our machines humming, and they do it in all kinds of settings. From corporate information technology departments to consulting companies to banks to governments, there continues to be a demand for people who know how to make our computers obey our commands.
Programmers usually work in offices but, if doing the job from home is your idea of great working conditions, telecommuting is becoming increasingly common in this field.
Training
Bachelor’s degrees are common among most programmers but, for some positions, a two-year degree or certificate is all that’s required.
Pay
As of May 2006, the U.S. Department of Labor pegged median annual earnings for computer programmers at $65,510.
Who’s Hiring?
Mid-size and large corporations, management companies, insurance companies, consulting companies, software companies, software service firms, multimedia companies, client/server companies.
Networking
In this world, you design, test, and evaluate network systems. Some systems, like the Internet and data communications systems, are already familiar to you. But there are plenty of others – local area networks (LANs), wide area networks (WANs), and intranets – and they’ll all be looking to staff up.
Training
Most employers want applicants to have bachelor’s degrees in computer science, information science, or management information systems.
Pay
According to 2006 U.S. Department of Labor figures, median annual earnings for network systems and data communication analysts were $64,600. Robert Half International firm supplements that figure with salary ranges for some Network System positions:
Network Architect: $78,000-$112,250
Network Manager: $68,750-$93,000
LAN/WAN Administrator: $51,000-$71,500
Who’s Hiring?
Telecommunications companies, internet service providers; Web search portals, data processing departments, Webhosting firms, governments at all levels, manufacturers of computer and electronic products, insurance companies, financial institutions, and universities.
Information Sciences and Systems
This field is all about collecting, analyzing, and disseminating knowledge. The goal is to improve the way people use information. It also focuses on the interaction between human beings and computers.
Training
Courses in computer science or systems design offer good preparation for a job in these occupations. Most community colleges and many independent technical institutes offer an associate’s degree in computer science or a related information technology field.
Pay
The U.S. Department of Labor found that median annual earnings for computer and information research scientists were $93,950 in May 2006.
Who’s Hiring?
Fortune 500 companies, educational institutions, research libraries, financial services companies, purchasing and supply firms, computer services firms.
Health Information
If you’ve been listening to the health care debate, you might have heard health information identified as a field that’s vital not only for controlling costs but for improving health care. Here, the job is to collect, maintain, and safeguard the data that doctors collect about patients.
And, as the health care field has expanded, the health information specialty has also experienced explosive growth.
This field is not just about statistics. It’s got a vital purpose: to safeguard the health and privacy of patients.
Training
Professionals in this field need certification. There are two. A Registered Health Information Technician (RHIT) needs an associate’s degree. A Registered Health Information Administrator (RHIA) requires a bachelor’s degree.
Pay
Salaries for health information administrators range from $69,848-$117,987.
Who’s Hiring?
Doctors’ offices, hospitals, clinics, HMOs, health insurance companies, health research organizations.
Database
This field is, predictably enough, all about managing data. Information gets stored in gigantic computerized file cabinets called databases. The job of a database administrator is not only to bring more data into the system, but to improve the way it gets stored and to troubleshoot problems.
Training
Most employers want database administrators to have bachelor’s degrees in computer science, information science, or management information systems (MIS).
But, job seekers can enhance their employment prospects by earning certifications in database management.
Pay
Salary ranges according to Robert Half International:
Database Manager: $84,750-$116,000
Database Developer: $73,500-$103,000
Database Administrator: $70,250-$102,000
Who’s Hiring?
Insurance companies, corporations, colleges and universities, local governments, hospitals.
Try it you’ll know
If you are just guessing or second-guessing or imagining things or just to hear the stories of the people then you are simply one that is not useful. Why? Since you do not have the courage to try. You will not know the truth if you do not immediately feel alone. Maybe you’ve heard a lot of people who shop and get a discount. Then with your trivial to say that it is not possible or it is impossible, you’ve poisoned your own mind on the grounds that no one wants to sell goods cheaply, because it would harm the company. Did you know, this is the same bad thoughts do not fit with the facts.
Have you heard that someone had bought a computer or digital camera at a price far cheaper than the price you find on the market? Have you heard the Best Buy coupons? This is a very attractive coupon and a shock to you if you have them and use them to buy a television unit to be placed in your room, or digital camera to take pictures of every place you visit. Do not just imagining it or not satisfied just to hear stories of people only. All you have to do is prove it, try it you will know the truth.