about: what is concepts & copy
So what the heck is “concepts & copy?” I’ll tell ya. Because I can do both. Or just one or the other.
“Concepts” refers to the idea that ties all your marketing pieces together.
“Copy” is just short for “copywriting” — the text that goes in your ad, brochure, etc.
So, in the case of Zoo Atlanta’s push for the public to see the pandas, the concept was “You’ll want to see the pandas because they’re so darn cute.” And the copy that followed was “Imagine the dates you’d get walking this guy through the park” as a headline, while the body copy read:
“The giant pandas have arrived at Zoo Atlanta and boy are they adorable. But there's more to them than just their looks. Things like their unique body attributes, strict diet and curious social patterns. So visit Zoo Atlanta and learn even more about these unusual creatures. And wow 'em with panda facts on your next date.”