The Anatomy of an
Advertising Campaign

Step 1: Set the Goal; Set the Budget

A goal or objective is established and a budget is agreed upon. In this example, the client's goal was to increase name recognition and position themselves as the emerging leader in their industry.

Step 2: Set the Theme/Concept

Legend's creative staff developed a theme for the campaign based on the culture of the company and the goals they were trying to achieve, after lengthy discussions and analysis.The client, at the time, was a fairly new company headed by young, innovative, and energetic professionals. The concept of featuring large, colorful, exciting photographs of individuals taking chances, enjoying life, and challenging themselves to reach aggressive goals was a creative parallel to the client's company and the energetic, ground-breaking services they offer to their customers.The theme, "When Your Benefits Package Is The Very Best It Can Be, You Can Focus Your Attention...Elsewhere!" says that with this company, you're in good hands; you're truly with a company that is looking out for your best interest, so you can turn your attention to other things.

Step 3: Stock Photos/Art

After discussing the concept with the client, and receiving their approval to move forward, Legend begins the creative work.In this case, we searched through 30+ stock photo companies, and selected 7 of the most eye catching (out of well over a hundred possibles) extreme sporting adventure photos to work with in a layout, since the main focus of the advertisement would be the image.Then the design and layout of the advertisement are developed, including copywriting and typesetting of the logo and body copy.

Step 4: Set the Copy

Four options were presented to the client. The copy was almost the same in each layout, but with a different photograph. At this point the client will choose one, and can request any changes, followed by a final proof for approval before it is professionally proofread and publication materials are prepared.

Step 5: Prepare the Mechanicals

The photograph is then purchased and scanned at the required resolution for the publication it will be running in, and any necessary photoshop adjustments are made. This final, high-resolution image replaces the low-resolution scan used up until this point for the rough layouts, ensuring that the reproduction will be perfect; colors will be crisp and vibrant.

Step 6: Print and/or Publication Materials

The final step in production is preparing film and matchprints for each publication. This step can be expensive, Upwards to $600 per set of materials, but it is far less expensive than sending off originals and losing them. Because this step takes materials out of our control, we always retain the originals for our clients.

The final results.


The first advertisment in the campaign.

All projects are estimated ahead of time and are based on an hourly rate.
Listed below is the billing for this first advertisement in the campaign,
after conceptual development.

Agency billing sheet for the first advertisement

Copywriting   350
Design   500
Mechanicals   500
Proofreading   65
Typography   225
Deliveries   34.50
Photography   942.50
Publication Materials   350.
Scanning   188.50
Supplies   35
Total Investment   3190.50
 Owed To Vendors   1615.50
Actual Agency $$  


 Total Agency Time   16.5 hours

Plus, the artwork was used for internet site additions,
direct mail pieces
and other items as they came along.

Subsequent ads in the campaign...

All of these were much less than the original.

As always, it is the quality of our clients that allows us to do great work.
And, obviously this client was no exception. | Search | Ask | Archives | Online Store | Contact Us
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