CWP.html

Creative Work Plans

A creative work plan (CWP), also known as a copy platform, is a short blueprint for executing one's persuasive message strategy. It is one of several approaches that are used in the preparation of advertising messages. However, it may also be used in preparation of public service announcements (PSAs) and other persuasive messages. While this is a relatively short document, it is critical in the development of an efficient and effective message. Remember: Research and planning should always precede the creation of advertising and other persuasive messages. In other words, the CWP comes first. The persuasive message must be created in a manner that reflects the goals and strategies outlined in CWP.

Although it can take a variety of forms, the CWP format used in this class includes:

The name of the client and, if relevant, the product/service being promoted.
The key fact -- One most relevant fact about the client and the challenge before it.
Consumer problem to overcome -- What is it that keeps the consumer from buying or trying the product/service?
The goal -- It should reflect the key fact and consumer problem already identified.
Principal competition -- What is the competition's strengths and weaknesses? It is important to remember that competition doesn't have to come from the same product/service category. For example, there may be no other Major League Baseball teams in Kansas City, but the Royals do have competition -- other forms of family entertainment.
The target market -- This is driven by the goal already identified.
Creative strategy -- Is the promise to the consumer of the unique benefits of the product or service that set it apart from the competition. "You should buy this product/service because..."
The reasons why you have recommended the creative strategy.
Mandatories -- These are the things that your client or the law requires you to do. Example No. 1: Cigarette advertising is required to carry certain health warnings. Example No. 2: Intel requires computer manufacturers using its Pentium processors to include that annoying four note sounder in all of their television commercials.

SAMPLE CWP
(based upon one developed by Associate Professor Max Utsler)

Charley Copywriter
Creative Work Plan
National Book Month Advertising Campaign

Client:

American Library Association. January is National Book Month.

Key Fact:

According to a U.S. Department of Education Study, 48 percent of all Americans have not read a book in the past 12 months. The problems is most acute among recent college graduates, 65 percent of whom have not read a book in the past 12 months.

Consumer Problem to Overcome:

"By the time I get home from work, cook supper and spend a couple of hours online, the last thing I want to do is read a book."

Goal:

To get the target audience to head back to the library and check out a book.

Principal Competition:

The Internet and to a lesser extent radio, television, newspapers and magazines.

Target Market:

Men and women college graduates, ages 25-34.

Creative Strategy:

You should go to your local library because it is a convenient gateway to the fun and adventure you crave.

Reason Why:

The members of target audience are not opposed to reading books -- they just got burned out on reading in college. They just need to be reminded of how much enjoyment they get from reading a book.

Mandatories:

The American Library Association requires the use of its logo in all of its print and television advertising. The ALA also requires inclusion of its Web address: www.booksarefun.org

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