There are two key elements to effective advertising: the message (what you say/how you say it/what imagery and emotional tactics you use to enhance message acceptance); and the channels you use to distribute the message. These two done in concert, will ideally reach the correct target markets in the correct way, with the correct message in order to achieve the desired action. Moving people to think, act, react, believe, change behavior, donate, vote or buy... it's what KPS3 Marketing does, and advertising is a key element in our marketing communications arsenal to accomplish it. Our advertising services reach far beyond the typical and traditional message tools and channels to ensure we connect at the right moment to achieve our clients’ goals.
Think
Excellent advertising requires excellent strategy. We tell people it’s easy to be creative, but it’s harder to be creative within a strategic framework and within budget constraints. We do both. We’re sold on market research as a guide to tell us what strategic framework to build before we do any creative work or begin to craft a channel or plan for media buying. We are experts in finding existing market research (secondary research) that points us down the correct path, and also in developing new (primary) research to help determine specific marketing actions for clients. We use our research to develop the Strategic Brief, which guides all team members in the implementation of the advertising program best suited to achieve client goals. At this point, our media/channel planners research the best places and methods to distribute the message, and we recommend an overall media/channel strategy. We also suggest to clients means by which the channels can be evaluated for effectiveness and incorporate those into the overall plan.
Act
After the development and client sign off of the Strategic Brief and the media/channel strategy, we begin:
1. To develop the advertising and marketing communications identified in the channel plan using our Creative Services
2. Drilling down into more detailed message placement options, negotiating media buys and procuring value-added placements for the client
During this stage we present the final detailed media/channel plan, as well as creative options (i.e. campaign concepts, ad designs, website architecture and design, TV ad storyboards, etc.) to our clients, and after they choose one of our spot-on options… we execute the campaign, producing and trafficking all final ad products to the appropriate media channels.
Evolve
Our favorite clients are those who love to measure results… and who can help confirm success of the advertising tools we develop and the channels on which we place their messages. Continuous evaluation of the effectiveness of any given advertising tool, and every different channel is critical. It allows KPS3 and the client – as a team – to alter tactics if need be, and to help evaluate the ROI of any given advertising choice.
Advertising services provided by KPS3
- Marketing communications development: brochures, sales materials, annual reports, catalogues, interactive PDFs
- Corporate identity/logo development
- Television ad creation/production
- Radio ad creation/production
- Direct mail and email marketing creation
- Print ad (newspaper, magazine) creation and production
- Outdoor/billboard/mobile outdoor creation and production
- Large format advertising (building wraps, flagging, banners)
- Long format video creation/development
- Guerilla tactics (floor decals, street teams, life-size advertising models)
- Channel planning, media planning and buying
