Spring’s methodology guarantees our clients successful product launch, brand awareness and reputation development campaigns. We call it the Three Square Marketing Programme and we’re always happy to disclose the process, which creates a sound platform for the magic that makes campaigns take flight.
The core features of the programme are three clear stages: Consultation, Creative Development and ongoing Campaigning. None of these takes precedence, and each is nurtured and supported by the other two.
Sir Martin Sorrell said recently: “People used to say that information is power but that’s no longer the case. It’s analysis of the data, use of the data, digging into it – that is the power.”
And that’s what this consultation phase is all about – research, questioning, deep digging, analysis and conclusion. It’s about creating and challenging a strategy.
This stage helps Spring’s clients feel secure that any creativity and campaigning is the result of robust preparation and put through rigorous testing. We wouldn’t write a creative brief without a really solid consultation phase, and we wouldn’t accept a project brief that doesn’t show clear objectives, sound audience understanding and a credible brand truth.
Creativity is a multi-faceted and wonderful beast. What springs from a good brief is magic – and the better the brief, the greater the alchemy. If strategy is the brain of the industry, creativity is its beating heart.
For as long as I live, there will be few things that will ever beat the first arrival of a spot-on creative response to a good brief. Well targeted creativity is what captures people’s imaginations, motivates them to make a decision; it’s the force behind significant change.
Steve Jobs distilled creativity to ‘connecting things’ and I’d go back to that alchemy reference: it’s about creating the connection that releases something new, fresh and wonderful that seizes imaginations.
Jobs’s view about how creative people come up with creative ideas is that, given the right circumstances, creative thoughts can just pop into being. “They were able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people. Unfortunately, that’s too rare a commodity.”
Spring invests time and money into supporting our team to fine tune their creativity, from concepts to craftsmanship, across design, writing, channel selection and idea development.
Our Cultural Expansion Grant sees them take in high and low culture wherever it’s accessible. Our open chequebook for books and periodicals means that they’re constantly soaking up innovation, both in our industry and others. And our new hobby sharing sessions allows each Springer to teach their colleagues a skill they have outside our working environment.
It’s all about expanding people’s worlds to open their minds.
The right hand bracket to this process is the campaigning itself – the breath in the lungs that give a project life and keep it going successfully. Sharing many skills with consultation, this is about so much more than keeping things on the rails.
It’s about monitoring, feedback, tracking response and fine tuning work constantly for maximum effect. It’s about working with the objectives and channels that were set out earlier, adapting when required in response to audience behaviour and external events.
This stage thrives on targets, flowcharts and communication, with small step indicators of campaign progress acting as signposts along the way.
Campaigning is where clients deploy their strategy to achieve the objectives they set. It’s where they squeeze the juice out of their creative assets. It’s where their Return On Investment is reached. Without a solid, well-managed and intelligent campaign plan, projects sink. With one, they can go further than clients ever imagined. It’s tightly managed at Spring, by our client services director, Nikki Barker, and her team.
And of course the energies of a campaign will be radically different from brief to brief. Many argue that it was the peaceful and dogged Suffragists who won the vote for women rather than the more demonstrative and shocking Suffragettes – because sometimes a long and dedicated plan is going to achieve greater impact than a short shocking blast of attention.
This is one of the things that can be established during Consultation, which brings us neatly back round to the start of our programme.
It’s our Three Square Marketing Programme that allows our creatives to weave magic, that allows our clients to set bold targets and that has allowed us to grow our own reputation to hit the UK top 10. People who work with Spring see its influence across every project, meeting and conversation. It’s a fundamentally important part of our kit and, by goodness, it produces results.
If you’d like to find out more, do please contact email@example.com or call Spring on 01502 72 61 61.