Create a declaration of creative strategy. The goal of your endeavor or campaign is described in a creative strategy statement. It's generally one or two sentences lengthy and comprises the value proposition of your services as well as the audience you'll be targeting. It should be concise yet comprehensive, accurate yet optimistic. A creative strategy statement should include both qualitative and quantitative information about your audience and their needs as well as the competition. It can be used to generate ideas for campaigns that target different markets with the same message or products with different positioning. In addition to describing the goal of the campaign, it should also outline some baseline metrics that will help you evaluate its success. For example, if you're running an advertising campaign on social media, you should identify some key metrics such as "number of followers" or "percentage of followers who click through to your website". Finally, the statement should define how you plan to reach your audience and what type of communication channel they prefer. This includes details such as "email", "social media", and "in-store promotions". Your creative strategy statement should be easy to read and not longer than one page. If necessary, break it up into multiple pages to keep things organized and readable.