In broad terms, the objective of any station image project
is to shift, establish or solidify market perceptions. When you
are clear about the current market perceptions, and the perceptions you
intend to have after a prescribed period of time (usually one or two years),
create a twenty-five-word-or-less Objective Statement for the campaign.
The Objective Statement should focus on the intended results of the
campaign, and not on the process for achieving those objectives. Objective
Statements which specify process, like, "To show the station's anchor people
out in the community," provide little support or guidance for the creative
process. Statements which focus on results, like, "To establish the anchor
as someone you know, someone you like, and someone you would like to get
their news from every day," or, "To establish the station as the most experienced
and committed news source in the market," can be valuable in determining
concepts, copy, camera angles, shot pacing, music, tag lines, and the hundreds
of other decisions that must be made during the production process.
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So what? Who cares? Is it clear
why you are doing the piece at all?
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What's in it for the viewer? Is there
a specific viewer benefit.
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What results do you expect from the campaign?
Short AND long term
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How do you want the viewer to feel about the station after
the campaign? And how is that feeling different from the way
they feel now?
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Is "Impact" important to achieving your objective?
If it is, does the statement reflect that?
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Is it do-able? Given staff capabilities,
time and budget, is the objective within your reach?
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Is the objective specific to the strengths
of your station and your current position in the market?
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Will it set you apart from your competition?
Or could anybody run it with equal success?
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Does everyone involved with the project agree that it
is possible to meet the objectives, and that the objective statement
is accurate and complete?
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Is everybody involved willing to actively support the
achievement of the objectives?
The Objective Statement should represent the interests of all members
of the team in a way which is fully acceptable to them. It should be complete,
accurate and do-able within the time-frame. Once everyone signs off on
the Objective Statement, treat it like a contract. Changing objectives
without telling people usually causes problems later.
The Objective Statement should stay with the project from concept to
completion, including brainstorming, writing, design, shooting, directing,
post-production, and scheduling the spots.
When you communicate the purpose and objectives of the campaign with
your suppliers (researchers, creative services, music composers, graphic
designers, animation and spot producers), they can become valuable allies.
The supplier's talents and experience can add to the station's internal
capabilities, rather than simply replacing the staff in areas where you
consider them, or yourself to be inadequate for the job.
One final note on purpose. Esoteric discussions about "purpose" are
far removed from realistic discussions of your purpose on a specific project.
The former might be an interesting exercise, if you're into that kind of
thing. The latter is a vital step in the creation of effective communications.
