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tips from the trenches - why develop a creative theme?
Maybe it's obvious, maybe not. I still see numerous events, publications, and other activities that must clearly have a persuasive purpose, but do not utilize any form of thematic focus.
A theme provides many valuable functions, not all of which are the obvious external messaging functions.
A theme can:
- be the beacon and focus for planning of the activity, whether it's a single event or publication, or an entire awareness or educational campaign; improve the program or campaign before launch, if thoroughly inspected (using the "Theme Machine" as a focusing tool is one way to do this)
- help in priority-setting for the year. Once a theme is identified, all activities that do not somehow enhance or support that theme should be a lower priority, or should be altered to fit the theme. If your strategic goals are not promoted properly here, you have chosen the wrong theme. Consider the notion of developing a theme statement for your strategic plan itself.
- promote the activity or event. Attract attention, from potential sponsors, the media, and the targeted audiences.
- inspire volunteers and staff. A creative, energetic theme that is embraced by the internal community can help vitalize the work force. (Even more so if the theme was developed out of a group process involving those people!)
Characteristics of a Good Theme:
- Memorable. This might mean it's short, but it might not. Is it easy to remember? Does it relate to the product/service? Is it creative?
- Identifiable. Does it identify the product/service/company? (Think of the undeniable, unforgettable "Coke is IT!") A good theme doesn't HAVE to identify the product, but if it doesn't, it should never be used without a closely-related corporate identity tag.
- Flexible. Has to work for a multitude of media applications-from billboards to radio commercials; from special event banners and programs to documentaries. From annual reports to web sites. Also, might have to act as an umbrella to other "offshoot" or secondary themes if a major, complex campaign or plan. In that case, must be broad and general enough.
- Consistent. The theme is the banner or the flag of the company/product/service. Its strength is in its ability to draw attention toward any number of specific public relations/sales/marketing/strategic planning activities. Must not be changed unless it (a) runs out of marketability; (b) is proven by market research to be sending incorrect or badly perceived messages; or (c) is superceded by a new campaign theme.
- Appropriate. Is the theme consistent with the corporate or institutional culture? Will it be accepted and embraced by the employees and other stakeholders? Is it TRUE? (Many times themes are developed expressing hopes as opposed to realities...be very careful if you use this approach that you are not accused of misrepresentation.)
Developing A Theme
Because it's mostly a creative process, as opposed to a logical one, you might consider creating a separate opportunity to develop your theme outside the work place, or at least outside the normal work schedule. "Theme Camps" are a great way to involve people who will be implementing the program in developing the theme.
You might start with a review of objectives, audiences and timeframes for the activity, divide the group into small teams (if it’s a large one) and give each team a copy of the “Theme Machine” process or another similar focusing exercise. The "Theme Machine" poses a series of questions that help to determine if the theme is appropriate and 'ready' to use. (For a copy of this schematic, please email me.)
A focusing tool like the Theme Machine identifies ways in which a theme might not be ready for public launch, which is based on strategic issues as opposed to who likes which theme idea better. This helps groups deal less emotionally with the various ideas that will be generated. If a theme idea doesn't make it through the Machine, it doesn't mean it's a bad idea; only an incomplete one. Perhaps working with the idea or the program itself a bit more will shore it up so that it is ready.
The Theme Machine asks general to specific questions, and they should be answered intuitively. Collecting information through the process actually creates the back-up story and documentation you need to implement the theme.
It's hard to explain. The best illustration of how it works is to try it...See what happens.
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