KEYWORDS:
Creative materials; flu campaign; market research; strategic planning; Internet; print materials

BACKGROUND:
Each year the CDC National Immunization Program develops communication materials to promote influenza immunization. The print, broadcast, and Web materials have all been extremely effective, and this is a direct result of preliminary research, strategic planning, and effective communication with creative staff. The creative staff are included in the early planning stages, and are often included in the research process. Most importantly, at the onset of a project, they are given a “creative brief” that summarizes the project and provides direction.

OBJECTIVE:
Demonstrate how communication research, strategic planning, and effective communication with creative staff are all necessary for producing effective creative products.

METHOD:
Attendees will learn how NIP uses extensive research on public and provider knowledge, attitudes, and beliefs to develop the print and Web portions of the annual influenza communications plan. They will see how this information is then repackaged in the form of a “creative brief” for the creative staff to enable them to enable them to develop more effective materials, within budget constraints.

RESULT:
Far more effective communication materials are produced when creative teams are given clear and complete direction and when they are actively involved in the planning process.

CONCLUSION:
Creative staff should be involved in preliminary planning activities, including message development, concept development, and medium selection and evaluation.

LEARNING OBJECTIVES:
Attendees will learn why creative teams should be included early in the planning process and how to write a “creative brief” to give them necessary direction.