Creative Capabilities
Concussion is a gaming/destination specialist with in-depth experience driving consistent attendance and revenue for clients in both urban and rural locations for the past 20 years. Our experience ranges from providing total outsourced marketing department services to specific advertising agency services.
We have crafted acquisition- and retention-based programs, as well as internal casino merchandising, numerous promotions, bus programs and more. We understand the needs of casino operators and gaming-industry providers and strive to partner with our clients to achieve their financial, political and social goals.
At the heart of the agency is a philosophy that has delivered results for our casino industry clients – we understand that our job is to generate sales. Through 20 years of work with casinos we understand that regardless of the market, most casinos will naturally thrive – with open doors, patrons will play and casinos will make money. Our approach is to ensure that our clients don’t just thrive, but also maximize revenue potential. Everything we do is motivated by that goal.
We are casino industry experts who have deep casino marketing backgrounds that span the entire category’s discipline and as such, we can hit the ground running with programs, promotions, advertising, direct mail and internal marketing that delivers results, time and time again.
Creative Services
- Creative Concepts
- Copywriting
- Tagline Development
- Layout & Design
- Production Art
- Photography
- Illustration
- Point of Purchase
Advertising
- Television
- Radio
- Magazine
- Newspaper
- Outdoor
- Online
Design
- Trademark/Logo
- Signage
- Corporate Identity
- Amenities Collateral
- Packaging
- Promotional Collateral
Creative Development Process
The goals are set. The strategy platform, including a brand position, has been determined. We then move on to the creative translation that can perform in the marketplace. As with our other processes, we follow a thorough program to make sure we deliver solid, effective work. It Includes:
Creative brief – A document prepared by the account service team that distills key findings into a form that serves as a roadmap for concept teams. Our creative brief format has been engineered using industry-best practices plus Concussion-developed enhancements that help the creative team deliver strategic outcomes.
Concept development – Concept-developing teams of copywriters, designers and creative directors collaborate and explore to develop the big idea, and then apply it to a working campaign structure. This phase includes everything from white-paper ideation down to storyboards, scripts, print and outdoor layouts, Web site designs and other marketing materials.
Review and refinement – The creative team presents its concepts to the account team for internal review. The concepts are measured against the creative brief, and challenged to ensure creative innovation and strategic direction.
Presentation – We bring the best concepts for client review and approval. We explain our creative rationale and give insights into the concept team’s exploration process. Sometimes the “big idea” is so clear that we bring one concept for consideration, but it is more typical that we bring three or more concepts, with agency recommendations for the best course of action.
Rollout – Once the concept and production budgets have been approved, we execute the creative across the board and roll out the integrated campaign.