Process

When it comes to marketing communications, the creative process is frequently deliberate and systematic. For every project undertaken by YCS, is followed by a six step procedure, designed to create for the client a customized arsenal of visual and functional tools that will assist in meeting his or hers business objectives. Innovation is the name of the game, but often an idea which may seem good at first fails to achieve its goal. Our systematic creative process is meant to ensure that inspiration is properly focused, and the end-result is not only aesthetically attractive but also it meets the client’s business goals.

Client Consultation
Invariably the creative process begins with a meeting or series of meetings, during which we solicit information from the client, about his or her company, services, products and short and long-term marketing objectives. Our intention at this stage is to establish a rapport, and to better understand the client’s business. The goal at the end of this stage is to produce, together with the client, a series of clearly defined project objectives.

Research
With the end goals in sight, we now study the client, the business environment and the market. What sets the client and his or her products and services apart from the competition? What are competitors doing and not doing? What are the target audiences and to what media are they most exposed? What design elements will be most effective with the specific target audiences and what design elements may not work and even be counter-productive.

Concept
Communications campaigns may often involve a variety of tools and products, but they are held together by concepts, which provide a campaign with its look and feel. The concept is the overriding theme, and it is formulated to serve both the marketing objectives of the company and the campaign. It provides brand identity and meaning. It sets the client apart in the market from his or her competition.

Planning
The basic groundwork is now complete. Objectives have been set; the client, products and target audiences have been identified; a defining concept has been formulated. Now is the time to plan the tools and products that will be created for the campaign, according to the budget set by the client. A detailed programme and timetable with deadlines will be created. Typically, at the end of this stage, the client will receive for approval a modular proposal, which can be implanted in part or in full.

Implementation
With the proposal approved work on designing and creating the various elements of the campaign get underway, according to the timetable set during the planning stage. At predetermined intervals, the client is requested to examine and approve the various products during their development. As the various elements of the campaign are completed, they are activated, either by the client or with the assistance of YCS.

Review & Maintenance
A communications campaign is a dynamic and living process, which more often than not does not end, even when the all the various planned elements have been implemented. Beginning during the implementation process, each item is reviewed to examine whether it is reaching its target and meeting its objectives. Communications media like websites need to be maintained, updated and upgraded on a constant basis. Markets, business environments and technology change constantly, and communications campaigns need to evolve along with them.