Advertising Campaigns

Target Your Audience & Increase Your Exposure

“Effective strategies are the slippery yet essential monsters that define advertising direction. … You are not looking at ideas, describing a creative look, or solidifying media outlets at this point; you are looking at a solution to an advertising problem.” - Berman & Blakeman. The Brains Behind Great Ad Campaigns: Creative Collaboration Between Copywriters and Art Directors.

How does a brand make a lasting impression in today’s high turnover news cycle? The key to transforming an organization’s potential into a full-scale marketing strategy is to implement a sense of permanence for consumers through value and personality. By harnessing the power of digital advertising, traditional advertising and in-person marketing, your organization can show potential customers that you can deliver what your customers want, when and how they want it.

Covalent Logic balances the use of strategy, design and media buying to capitalize on consumer behaviors and trends, as well as identify opportunities for your organization to gain exposure. Our team of media and advertising experts develop customized plans that best address your brand’s goals and audience.

Advertising & Marketing Services

Developing messaging, imagery and strategy for a paid campaign to sell a company, product, service or concept. Designing and developing paid advertising materials for use in print, online, broadcast or outdoor.
Our creative team of copywriters and graphic designers develop engaging messaging and designs that speak to a specific public, audience or general customers.
Our account management and media strategy team manage, monitor and provide monthly reports on the campaigns. Purchasing advertising via television, newspapers, commercial radio, magazines, websites, mobile apps, over-the-top media services, out-of-home advertising and other channels effectively to ensure your campaign meets the intended audience.
Our interactive team develops an email campaign targeting your audience regardless of how sophisticated your database is.
Our creative team will develop a direct mail campaign targeting potential customers and prospective clients.
Identifying messages, visuals, channels and formats to reach the target audience via sophisticated, online advertising databases and metrics. Utilizing cookies on your corporate website to define success in attracting and retaining stakeholder attention.
Designing and printing of fact sheets, product information, custom folders, point-of-purchase displays and other sales materials.
Designing and planning booths, pre and post-event communications, giveaways, contests and collateral for trade shows and other in-person events.

Campaign Development Process

Covalent Logic will plan a campaign to meet your business goals (i.e., get exposure or produce a favorable reputation boost). We will work with you to identify opportunities in the community, online and in all applicable media markets. The activation process steps are: 

Identify the Audience

Who are the primary and secondary audiences you want to influence? What demographics are most likely to respond to your message? 

Define Your Resources

Include budget, timeline, stakeholder groups and opportunities to engage ambassadors. 

Ideation

Includes providing research, concepts and potential tactics for execution as identified in the activation planning phase. 

Concept & Copywriting

To effectively communicate, it is essential to align messaging with campaign strategy and design.  Covalent will provide concepts for a campaign to be executed across all channels. We will present two to three concepts for discussion. Your input is gathered and the chosen concepts will be further refined and presented for final review. Once concept direction is chosen, we will provide two to three copy options for messaging. We will adjust based on your feedback for up to two rounds of revision.

Execution

Design and execute the plan with feedback and adjustments as the campaign continues. 

Design

Once copy is established, Covalent will begin graphic exploration. We will write a creative brief detailing the suggestions for the direction of campaign visuals and begin conceptualization and sketching. Two to three design concepts, including imagery and graphics will be presented. From this presentation, your input is gathered and the design direction is narrowed to one or two concepts, which then undergo further refinement. Once the direction is chosen, the campaign concept will be fully realized through a series of online and print advertisements. 

Covalent will employ a mix of traditional methods, like media relations and advertising, with cutting-edge, targeting technology to create a digital promotional campaign. The campaign will include a mix of social media ads and post promotions, Google Search and Display ads and email marketing.

Evaluation

Once campaigns are set in motion, Covalent will continue to monitor and optimize the ads. On an ongoing basis, Covalent can conduct keyword research to ensure content is relevant and up-to-date and will continually monitor on-page optimization, including tags, links and content building. Covalent will provide monthly reporting and website analytics to track the success of the campaign.

Specialty Types of Advertising Campaigns

This type of advertising campaign extends brand awareness into a new market or solidifies favorable sentiment among a particular customer group. It can also be used when a company has changed their brand to reinvest brand equity in the new name, logo or identity.
The goal of a sales campaign is simply to grow sales, but this could be targeted around a specific product or service, a new market segment, a lagging product in the marketplace, a new price point or any other marketing metric that a company wants to increase.
Whether for a start-up or a company’s transition, growth, merger or acquisition, reputation campaigns are designed to improve the reputation of a company among customers, employees, vendors, investors, political representatives or other target publics.
Few companies make it to the three-year mark, even fewer to five years. And it is only the best companies with thoughtful, conservative management, quality products and distinctive brands that are ever able to celebrate a 75th anniversary. With our team’s experience managing Hilton Hotel’s 100th Anniversary, Cleco’s 90th Anniversary, EATEL’s 75th Anniversary and BREC’s 60th Anniversary, our team is uniquely qualified to develop the plan, design the materials and ensure employee pride and public recognition of your accomplishment.

MAKE SURE YOUR ADVERTISING IS LEGAL

Under the Federal Trade Commission Act:

  • Advertising must be truthful and non-deceptive;
  • Advertisers must have evidence to back up their claims; and
  • Advertisements cannot be unfair.


Covalent Logic is not a law firm, but our experience will help with making sure the work we produce is approved by your company’s legal team. Additional laws apply to ads for specialized products, like consumer leases, credit, 900 telephone numbers, and products sold through mail order or telephone sales. And every state has consumer protection laws that govern ads running in that state. Learn more from the FTC, or give us a call and we can talk you through your specific situation, engaging a lawyer, if needed.

FAQs

In order to effectively convert leads through advertising, developing campaigns with specific objectives in mind is key. For example, if you’re at the awareness stage of the funnel and customers are only just learning about your service or product, you’ll want to focus on generating interest through social media, SEO and paid ads. The further into the sales funnel your customers are, the more you’ll need to lean on testimonials, reviews and incentives.
Most digital advertising platforms, such as Google and Facebook, offer a variety of performance metrics. The metrics you’ll need to determine success are determined by the type of advertising you’ve employed and the objective(s) of the campaigns. Some common metrics include conversion rates, cost per click, click-through rate and impressions.
There are a number of factors that you should take into account when determining your advertising budget. What is the potential return on your investment? Certain industries require larger budgets due to the competition in the market. Established companies typically have the ability to spend more on advertising than start-ups. How much is your competition spending? So if we’re being honest–only you can answer that question.
If you’re looking to see quick results, you should consider advertising methods that can provide quick-turn results. Email marketing and online advertising can provide results in a matter of weeks, while SEO and traditional advertising can take months to provide quantifiable results. But it’s important to note that brand awareness, which is more difficult to track, is a successful metric.
If you’re looking to advertise with a very niche audience, you’ll need to utilize advertising tactics that allow for hypertargeting such as direct mail, in-person, geo-targeting outdoor advertising and digital advertising. But in order to determine the targeting for your advertising, you’ll need to outline the behaviors, needs and online habits of your target audiences. Our team of experienced strategists can help you develop a brand strategy along with the recommendations on how to reach them.

We See Panoramically. 

We recognize that all of us have our blind spots. Together, we can avoid these gaps and see the whole, big picture. Our goal is to understand a product, process or service from every possible angle. We want to see it from 10,000 feet overhead and from underneath a microscope. From there, we look beyond the horizon. How long will it take to build? And once complete, how long will it last? How will it grow? Only by working together toward long-term solutions can we envision the future. Like gardeners who trim a bonsai tree, we seek to engineer the future.

Contact Covalent Logic to discuss the budget and plan for your advertising campaign today.