The CLEAR framework
Every communication strategy we develop is built around our CLEAR planning approach:
C
Customer
We start with the customer of a client and find out as much as possible using media research and other published research sources.
L
Learning
What learning or lesson does the client wish the market to understand? At Studio 39, we believe that any advertising is an exercise in education with the aim of changing the thinking and/or behaviour of consumers.
E
Engagement
Based on the learning the client wishes to deliver, we design ways of engaging the audience with that message.
A
Action
What action does the client wish the market to take—buy, consider, or just be aware?.
R
Results
What results will help the client measure success and move the dial for their brand and their business?
This framework allows us to understand exactly what the objective of the campaign is, when we should advertise and why, who the target market is, where we will find them across the media landscape, how we should reach this audience, and why the message is relevant to them.
This process allows us to recommend the inputs for the advertising campaign and measure the outputs of the campaign so that we achieve the outcomes desired by the client.
