Strategic Planning for Creative Projects

Everyone talks about planning or strategy, but rarely both. Ignoring their link makes both weaker, not stronger. A plan is the how. Strategy defines what and why. There's no doing one without the other. Strategy comes first and must be rock-solid before planning. Too many leaders jump straight to "how" without nailing "why." 70% of your time should be on strategic thinking, and 30% on planning. And they should be done consecutively If you're doing it right. To be successful at both, you have to understand their differences. I built a framework to bridge that gap. Here's the elements of strategy and planning in eight steps. STRATEGY: Step 1: Define the Arena - Where will you compete? - What game are you playing? The competitive dynamics - What's your aspiration? The measurable outcomes Step 2: Competitive landscape: - Who are the players and what are their moves? - Market forces: What trends, disruptions, and shifts create opportunity? - Internal capabilities: What are your unique assets and competencies? Step 3: Choose Your Approach - Where will you play? Select specific battles you can win - How will you win? Your differentiated value proposition - What won't you do? The deliberate choices to focus your resources Step 4: Challenge assumptions: - What must be true for this strategy to work? - Stress test scenarios: How does your strategy perform under different conditions? - Validate differentiation: Why can't competitors easily replicate your approach? PLANNING: Step 5: Break Down the Strategy - Strategic pillars: 3-5 major themes that support your strategy - Key initiatives: The big bets and programs that advance each pillar - Success metrics: Leading and lagging indicators that measure progress Step 6: Sequence and Resource - Timeline: Logical sequence of initiatives with dependencies mapped - Resource allocation: Budget, people, and assets assigned - Quick wins: Early victories that build momentum and credibility Step 7: Build Execution Systems - Governance structure: Decision rights, meeting cadence, escalation paths - Progress tracking: Dashboards, reviews, and course-correction - Communication: How strategy translates through organizational levels Step 8: Launch and Adapt - Implementation sprints: Break execution into manageable phases - Learning loops: Regular assessment and strategy refinement - Cultural alignment: Ensure behaviors and incentives support direction The Integration Imperative Strategy without planning is wishful thinking. Planning without strategy is busy work. The sweet spot is when both work together. Master this framework, and you transform your team from someone just creating plans into a team that drives strategic planning. ----------- Please share your thoughts in the comments. Repost if you feel this will benefit your network. Follow me, Beverly Davis, for more strategic finance insights.

We plan our creative strategy 3 months in advance. Here's the exact framework: Phase 1: Business & Seasonality Research Before writing a single brief, we map out: • Google Trends patterns by category • Relevant holidays (even obscure ones) • Seasonal customer needs    This sounds basic until you realize most brands are still pushing summer products in October because "the ad was working in July.” — Phase 2: Voice of Customer Research Now we know WHAT to promote and WHEN. Next question: HOW do we talk about it? We mine: • Product reviews (yours and competitors') • Reddit threads where people actually complain • Facebook ad comments (automated into spreadsheets) • Customer service conversations • Direct customer interviews    We rank these insights by frequency and season. — Phase 3: Messaging Strategy Most accounts only test two types of ads: • Problem-solution ("fix your acne") • Offers ("20% off today")    We split creative into 4 buckets: • Trigger Ads (10-20%): Direct problem-solution • Exploration Ads (25%): Education-focused • Evaluation Ads (25%): Social proof/differentiation • Offer Ads (30-40%): Value delivery, and not just discounts    — This approach means we're never scrambling for "what to test next." Every brief has context. Every test has purpose. Every quarter has a plan. That's how you scale creative without burning out your team.

Ever felt your creative pipeline is busy but not moving fast enough? One big reason: no one defines the buckets. Team mix new shoots, edits, influencer collabs, and UGC into one pile. Result: confusion on priorities, slower reviews, delayed launches. What works better is defining 𝗿𝗲𝗰𝘂𝗿𝗿𝗶𝗻𝗴 𝗯𝘂𝗰𝗸𝗲𝘁𝘀. Some buckets can be universal across D2C brands: ▪️ 𝗣𝗿𝗼𝗱𝘂𝗰𝘁-𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝘀𝘁𝗮𝘁𝗶𝗰 (clean, no talking) ▪️ 𝗘𝘅𝗽𝗹𝗮𝗶𝗻𝗲𝗿/𝘁𝗮𝗹𝗸𝗶𝗻𝗴 𝗮𝗱𝘀 (problem-solution, testimonials) ▪️ 𝗥𝗲-𝗲𝗱𝗶𝘁𝘀 𝗼𝗳 𝗽𝗮𝘀𝘁 𝘄𝗶𝗻𝗻𝗲𝗿𝘀 (shorten, add new hooks) ▪️ 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿/𝗨𝗚𝗖 𝗽𝘂𝗹𝗹𝘀 (organic turned paid-ready) And some should be brand-specific, depending on what’s working: For a yoga apparel brand: community-led content (tagged reels, authentic photos) For a beauty brand: before-after edits For a food brand: recipe/demo hooks The clarity comes when the team knows this week’s 4 ads are “X new shoots + Y re-edits + Z UGC.” No ambiguity. No bottlenecks. Buckets don’t just organize work. They create speed. 🏋️ Action Build recurring creative buckets based on the last 90 days performance. ▪️ Look back: Identify which ad types actually delivered profitable scale. ▪️ Create “working” vs “not working” lists. ▪️ Working: Turn into recurring buckets. Bake them into your weekly creative plan (e.g., statics + re-edits + testimonials if those are winning). ▪️ Not working: experimental buckets: Keep them small, treat them as test pilots, not core pipeline. #PerformanceMarketing #MetaAds #FbAds #CreativeStrategy

As a creative who specializes in photography filmmaking, I usually receive emails and messages from creatives seeking advice. Over the years, I’ve written down and reminded myself of certain key points with each project. I thought it would be beneficial to share some of these ideas here on LinkedIn. 1. Debrief: After each project, taking the time to debrief is essential. Reflect on what you did to achieve the goals, identify the challenges faced, and consider how you and your team can learn from the experience. Evaluate whether your ideas were too ambitious or if the brand or client didn’t fully connect with your vision. Gathering all this information helps you refine your approach and apply these lessons to your next project, guaranteeing continuous growth and improvement. 2. Clear Communication: Establishing open and transparent communication from the start ensures that everyone is on the same page, from the production team to the client. This helps manage expectations and keeps the project moving smoothly. 3. Collaboration: Successful projects are built on collaboration. Engaging with your team, valuing their input, and working together towards a shared vision is key to creating something special. 4. Adaptability: Flexibility is crucial in creative work. Whether it’s adjusting to last-minute changes or finding creative solutions on the fly, being adaptable keeps the project on track. Remember to be Nimble! 5. Storytelling: At the core of every project is a story. Whether it’s a photo shoot or a film, the ability to tell a compelling story that resonates with the audience is what sets the work apart. Story is everything. 6. Attention to Detail: The little things matter. Paying close attention to every element—from lighting and composition to styling and post-production—elevates the final outcome. It's all in the details. 7. Client Relationships: Building and maintaining strong relationships with clients is just as important as the creative work itself. Understanding their needs, keeping them involved, and delivering on promises fosters trust and long-term partnerships. Remember no client is the same. 8. Passion and Purpose: Bringing your passion and sense of purpose to every project keeps the work authentic and impactful. It’s not just about the final product, but the process and the message behind it. This is your personal stamp and DNA don't forget it. 9. Professionalism: From meeting deadlines to maintaining a positive attitude, professionalism sets the tone for the entire project and ensures a smooth experience for everyone involved.

Valuable insights to share from my meeting with Daniel Lamarre (Executive Vice Chairman of the Board) at the Cirque du Soleil Entertainment Group HQ in Montreal. 1 - Foster a Culture of Creativity: Create an environment where creativity thrives, including trusting employees, encouraging risk-taking, and promoting open dialogue. 2- Lead with Passion and Vision: Inspire your teams by having a clear vision and maintaining enthusiasm for the mission. 3- Develop Resilience: Building resilience to handle the inevitable challenges in creative endeavors, noting that resilience fuels persistence and adaptability. 4-Align Creativity with Strategy: Successful creativity should be grounded in business strategy; creativity without purpose risks being ineffective. 5- Continuously Learn and Grow: it is important to learn from every experience, good or bad, and to stay open to new knowledge and perspectives.

Strategic Planning Framework: Key Steps & Core Themes 1. Vision Development Strategic planning begins by defining the vision, mission, and core values. The vision sets the long-term direction, the mission explains the organization's purpose, and values shape the culture and ethical compass. This foundation ensures alignment and inspires commitment from stakeholders. 2. Goal Setting Goals transform the vision into specific, long-term aims. They must be SMART (Specific, Measurable, Achievable, Relevant, Time-bound) to drive focus and accountability. Clear goals bridge the gap between strategy and execution. 3. Strategic Analysis This step assesses internal strengths and weaknesses, along with external opportunities and threats. Tools like SWOT, PESTEL, and Porter’s Five Forces help identify market trends, industry shifts, and organizational capabilities, ensuring informed decision-making. 4. Strategy Formulation Leaders evaluate strategic options and select the most effective path forward. This includes defining priorities, choosing markets, and crafting value propositions. The aim is a cohesive, actionable strategy aligned with long-term goals. 5. Strategic Plan Design The chosen strategy is structured into a detailed roadmap that outlines initiatives, allocates resources, and defines key metrics. This blueprint guides execution and helps mitigate risks while tracking progress toward goals. 6. Implementation Planning This phase maps out who does what, when, and with which resources. Clear ownership, timelines, and milestones ensure momentum and enable cross-functional coordination to support change and transformation. 7. Execution & Monitoring Execution turns plans into actions. Success depends on strong leadership, engaged teams, and active performance monitoring using KPIs. Transparent communication and agility allow for mid-course adjustments as needed. 8. Sustaining Competitive Advantage Strategic success ultimately creates and preserves competitive advantage—the distinctive capabilities or positioning that set the organization apart. This may come from innovation, efficiency, customer loyalty, or brand strength, and must be continually nurtured.