How To Write Effective Creative Briefs. And Why It’s Important.

The Creative Brief is the blueprint of a marketing communications effort. It provides guidance and vision for all the disciplines required to construct a successful integrated campaign—Research, Strategy, Account Management, Creative, Media, Production, PR, Social, Search, and Experiential. Unfortunately, most briefs are poorly crafted, overly long and often ignored. An effective brief, by contrast, inspires collaborative excellence among all involved in the process. In an era when brands bring together multiple agencies to execute an integrated campaign, clear and effective Creative Briefs are more important than ever.

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Public Affairs tactics add government resources to your arsenal

In our roles as communicators, we seek to help our clients and organizations solve problems or enhance their image with purpose. That can include seeking funding, increasing positive visibility and motivating key audiences to act. IMC and DMC professionals might be surprised to know the multiple benefits of working with government. This podcast will explore recent real-world case studies and the many benefits organizations have achieved by tapping government resources and opportunities. Results speak volumes -- grants awarded; third-party validation of products, services and programs; successful nominations of federal advisory committee members; earned media placements; social media support; and the receipt of proactive ideas from government officials.

About Mike's guest: Mike Fulton, Director of Asher Agency's Washington D.C., office.

Before joining Asher Agency, he spent more than 22 years at GolinHarris Public Affairs, utilizing Congressional and federal agency meetings, grassroots campaigns, creative events, videos, survey research and media relations to enhance his advocacy activities and achieve tremendous government relations results for his clients.

Prior to joining GolinHarris, Mike worked for two members of the U.S. House of Representatives (Appropriations Chairman Alan B. Mollohan and the late Rep. Robert H. Mollohan, both of West Virginia) as associate counsel to the House Appropriations Committee, press secretary, and special projects assistant.  During his Congressional career, he worked to solve community, institutional and economic challenges.

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WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel. 

Using Personas for Integrated Marketing Communications

What are “personas” and how are they used in Integrated Marketing Communications?

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Want Content Marketing to Work? Know Your Customers.

Content Marketing has become a trending household name in the world of marketers but really what does it take to make content marketing work for your organization. The bottom line is customers. Understanding your brands distinct demographic is the only way to create the best content for them which leads to ROI for you.

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Social Media for Social Change

Today’s guest on WVU Marketing Communications Today is Kelly Ann Collins, CEO, and founder of Vult Lab, a digital marketing agency that focuses on social media management for companies, orgs and thought leaders -- and campaigns for social good. She and host, Michael Lynch, will be diving into cause marketing for corporations, the issues nonprofits currently face, and how to use influencers to expand reach.

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The Heart. The Craft. The Journey.

Today’s guest on WVU Marketing Communications Today is John Auge, creative director and co-owner of Auge+Gray+Drake Collective Works. He and host, Michael Lynch, will be diving into the creative industry, discussing the changes to the profession, the creative approach, as well as the exciting opportunities for people in the industry. Auge will share his insights and experiences on key projects he has worked on including the Dulles and Reagan National Airport branding, WVU logotype brand development and the West Virginia 150^th Celebration event graphic.

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