A creative concept is a dramatization of your purpose, identity and strategy. If you were a play, it would be the scenery, music, costumes, everything that lifts up the experience. Se it as an overarching “Big Idea” that captures your target audience and makes them interested, creates an emotional response and inspires them to take action. The term “overarching” is key because it means that it’s extremely broad and flexible to be used across all campaigns, messages, calls to action, communication channels and audiences.

Communication is a process. It’s not just about getting your point across, it’s about getting your point across in a way that will encourage the listener to understand what you’re saying and how it relates to them.

In order to do this, you need to be able to use language and images in a way that makes sense to your audience. You need to be able to get your point across without them feeling like they’re being talked down. You need them to feel like they are part of what you’re saying, not an afterthought or a spectator.

With a creative concept you will be able to do exactly that: create communication that is unique and engaging so people want to be apart of it.