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Execute the <br />concept & <br />message and <br />measure the <br />effectiveness <br />4 <br />Verification & <br />Functionality <br />Test concept and message <br />(especially with people not <br />involved along the way in <br />the creative process)“A great idea is <br />useless if you can’t <br />convey it clearly.” <br />Confirm <br />the target <br />audience will <br />“get it” <br />Inspiration & <br />Preparation <br />Competitive <br />analysis <br />We believe when it comes to <br />creative, it’s important to first <br />“define” on the front end and <br />our research is a huge part of <br />the process. It is what provides <br />the foundation and leads to <br />the development of “the great, <br />applicable idea”. <br />Defining key <br />goals and <br />milestones <br />Defining and <br />understanding <br />target audiences1 <br />Research <br />2 <br />Development <br />& Incubation <br />Weekend drives along the coast! <br />Yes...it’s true! Research shows <br />that letting your mind wander <br />leads to greater creativity. <br />“Remember, creating <br />art isn’t always a linear <br />process - it can be very <br />iterative at times. Following <br />a path helps you to check <br />off the boxes – helping <br />to make sure that when <br />things go off track you are <br />still headed in the right <br />direction.” <br />3 <br />Illumination <br />& Vivification <br />Thoughts, ideas, sketches <br />and concepts sharpen <br />and “come to life” <br />We start with a dozen basic <br />draft ideas, then work with the <br />client to narrow that down to <br />3 to 4 key options to further <br />develop. When the final design <br />is established (colors, look, <br />feel), the creative process <br />continues with collateral <br />development. <br />Research, <br />inspiration, <br />incubation and <br />development <br />collide <br />At RMA we <br />subscribe to the theory <br />that creativity is within all of <br />us…individually and as a team, <br />whether in marketing, economic <br />development or urban design and <br />planning. We generate ideas separately <br />and brainstorm collectively. We value <br />the team approach and that belief is <br />evidenced when we work with clients <br />– everyone’s ideas are good and <br />relevant and we skillfully evaluate <br />them to formulate the very best <br />and most effective creative <br />strategies. <br />79 | RMA | Tab 4 | Approach & Methodology | RFP No. 19-07-02