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BSBCRT501-ORIGINATE AND DEVELOP CONCEPTSPart 2
“Concepts are created when critical thinking is applied.”Unknown
Your starting pointYou will need clear guidelines and information to use as your starting point. It is essential to obtain the facts, knowledge and the reasons to the project’s inception.
The creative briefA creative brief should include:•The background •The goals •Target audience •Competitors•Standard requirements •Budget parameters •Deadlines.
Using market research informationIf developing concepts for products and services for the consumer market, market research is an excellent tool for assessing needs and obtaining consumer opinions.
The organisation’s visionThe needs for the concept development may include:•Improved organisation infra-structure•Expansion of products/services•Promoting the organisation and/or its achievements•Producing creative work.
Addressing identified gaps•By assessing and identifying any gaps in the product range, or in the services, programs or processes offered, you may find the best option for your concept development•Look at the options that work well and identify if you can capitalise on this in your new development and ideas.
A gap analysisA gap analysis consists of:•Identifying the strategic objectives •Recognising the current position and any deficiencies •Producing a plan •Gathering data and analysis to support the need for your plan.
Challenging existing assumptions and preconceptions •Rather than discounting a potential idea, look beyond the assumptions and preconceptions to new perspectives•Never be afraid to fail•Stay positive and true to your needs.
Exploration of opportunities may include:•Considering radical change to the way things are done•Exploring practice in a totally different industry context •Making connections between seemingly unrelated activities.
Be creative every day•Try spending time each day on a creative activity•Brainstorm ideas•Read an inspirational creative piece•Note and draw your thoughts and observations in a notebook
Investigating the use of new media•New media is a term used to describe the instant form of media that we are able to receive via electronic means•It capitalises on the immediate access to information via digital networks and devices.
Factors for consideration•This can be a simple consideration of how you will use final content in the chosen media•Time factors will also be a concern •The allocated budget will need to cover all parts of the project.
The purposeThe purpose may include:•Advertising or marketing•Commercial•Educational•Entertainment•Game•Information.
Technical requirements•Knowing the technical capabilities is important when developing your ideas into working possibilities•If your own technical understanding or level of skill is limited, seek expert advice and assistance.
Legal and required standards•(Advertising) Legal, ethical and cultural considerations•Australian Direct Marketing Association (ADMA)