2. Creative Persona

The purpose of this exercise is to determine which creatives best suit the needs of your campaign.

To ensure that a campaign accomplishes a catalyst’s goals, it is important to reflect on the role that you imagine a creative playing in your campaign. Getting the catalyst and creative on the same page is foundational to your success. This is accomplished by exploring desired creative traits and roles, how they might impact the campaign, and when it may be best to engage them in your effort. Below, you will find a ‘creative spectrum’ that will help you to identify and communicate desired traits that your ideal creative partners should possess.

The Exercise

Each of the pairs of terms below seeks to describe two different ways of approaching one’s work as a creative. After reading and carefully considering each of the pairs of terms provided below, identify where your ideal creative partner would fall on each spectrum by circling the number in each row that is most appropriate for you and your campaign.

15-30 minutes

- Pens/Pencils

2. Creative Persona (continued)

Reflection

Discuss the following with your campaign team.

» What does your preferred creative persona tell you about the person(s) you are looking for?

» How is this profile similar or different to what you learned from the Catalyst Capacity exercise?

» Does the creative persona point you towards any disruptive opportunities or ideas to engage your audience (outside of the normal or expected approaches)?

» Based on this information, review the remaining sections in How to Build a Campaign. During which exercise would it be best to bring the creative into your campaign?

Update the Campaign Canvas

Build your plan by completing sections of the Campaign Canvas that have Ex. 2 next to the heading title.

» Campaign Persona

» Disruption Opportunities