Be Quick, But Don’t Hurry

The Principles of Planning That Help You Produce Better Collateral Faster

Last week, I attended a PRSA-Puget Sound chapter meeting at the nature-tastic flagship store of REI in Seattle. Alex Thompson, VP of Communications and Public Affairs for REI, gave a great talk that made me appreciate the journey the customer and the business take together, and how each compliments the other.

During the Q&A, someone asked how long it took Thompson’s team to come up with a very well put together, excellent infographic , and the room was wowed when Alex replied, “4 days.” I nodded knowingly.

The best kept secret in marketing today is that top-notch creative collateral and plans can be produced quickly, cheaply, and efficiently. You can make an infographic in four days. Heck, you can even knock out a video in 4 hours if you really want to; I’ve done it myself.

What it takes is a clear picture beforehand of what you really want to accomplish with theFILE_Modernizing collateral/event, what you need to accomplish it, and  people that are laser-focused on getting there. Fittingly, these are the same principles of planning that a hardcore outdoor enthusiast must bear in mind before stocking up at REI for that next epic hike.

Three years ago, I directed a low-budget, high-quality, maximum-result project in Las Vegas. What could’ve been a press release or blog post about a security contest became a prime-time event that drew a thousand attendees, and delivered a video within two hours that grabbed headlines around the world.

…and we produced this collateral with a full-time crew of two people, including myself. On a four-figure budget, including travel. Later this week, I’ll share the details of how we leveraged existing resources, stretched our capabilities, and most importantly, planned everything meticulously to ensure the most impactful result.

It wasn’t easy, but with the right attitude, anything is possible. JG Initial Mark_15x15

Joe Gura is a marketing communications strategist, and has a Master of Science degree in Integrated Marketing Communications from West Virginia University. Connect with Joe on LinkedIn or follow Joe on Twitter: @joegura

About joegura

I’m a technology marketer with a deep track record for success running B2B and B2C global campaigns and initiatives across large enterprises. With expertise that spans all facets of traditional marketing, I specialize in optimizing and connecting companies and customers via next-generation tactics such as digital, social, and content marketing.
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