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Brainwave Advertising Group
“A sudden rush of inspiration”
Amy Helsel, Ali Curell, Caitlin Scully, Catia Ross, and Chelsea Scarff
2
Table of Contents:
Creative Brief . . . . . . . . . 3
Overall Campaign Goals. . . . . . . 4
Target Market . . . . . . . . . 5
Advertising Budget . . . . . . . . 6
Media Schedule . . . . . . . . . 8
Social Media . . . . . . . . . 9
Birthday Promotions . . . . . . . . 10
Additional Promotions. . . . . . . . 12
News Print Ads . . . . . . . . . 14
Radio Treatment . . . . . . . . .17
Television Treatment . . . . . . . . 22
Television Storyboard . . . . . . . . 23
“Curiosity is the first step to discovery"
3
Brainwave Advertising Creative Brief Art Institute of Seattle
2323 Elliot Ave. Seattle, WA 98121 P: 425.208.6432 E-‐Mail: [email protected]
(Please fill out the following questions with as much detail needed.)
I. What is the main purpose of this project? (Key benefit, main belief)
II. What is the Budget that should be maintained?
III. Who is the target market? Briefly explain what influences the customer base to buy.
IV. What advertising strategies are being used now? Which ones have worked and which ones have not?
V. Who is the competition and what is their current status in the market place? VI. Overall what is the client hoping to gain out of this experience? Medium: Variety as long as it’s creative. Start Date: 2/3/2011 Budget: Minimum Markets: Male 19-‐30’s Contact: Name: Max Heigh Email: [email protected] Additional information enclosed: Y/N Additional Comments (i.e. personal preferences, legalities, guidelines, etc.)
-‐Organization and timelines are of importance.
-‐Heavily involved in the art scene.
-‐Ideas should make sense with store.
-‐Creativity should be the guiding influence.
Account: Deli Boutique Job Number: 001
Date: 03/24/2011 Client: Max Heigh
The main purpose of this project is to promote Deli’s 2nd Anniversary party. Along with the party the advertisements should aid in kicking off the month of June to push merchandise during the in-‐between season to make room for fall. The secondary goal is to increase foot traffic and build a customer base. Each should be presented in a creative manner.
The overall budget should be minimal or free.
The target market is about 75% male and 15% female. They vary in ages from 19-‐mid 30’s. They adhere to a creative hipster style, or those heavily involved in the art scene. Ex). Graphic T’s, oxfords etc. Affordable quality, brand names, well rounded variety, and unique delicatessen image influence purchases. They also promote local Northwest artists in their gallery attached to their store; another influencing factor.
Current advertising strategies being executed are social media, blogs, and sales. All of which have been successful. Unsuccessful strategies to note were Newspaper and magazine ads.
Larger department stores are competition and remain successful in the market place. Deli is not in competition with smaller boutiques.
Our client is hoping to gain a reputable image and loyal customer base through advertising his services. Deli is based on creativity. It is of major importance that each advertisement is unique. Max wants his customers to feel that their dollars spent are an investment. Customers should appreciate the lengths Deli takes to promote clothes and underground brands. A mix between creative and simple, artsy and minimalistic are the common themes here.
Account Supervisor Approval
X_________________
Creative Supervisor Approval
X_________________
Client Approval X_________________
4
OVERALL CAMPAIGN GOALS:
Our agency chose to use the advertising techniques that we did to improve the foot traffic and sales for our
client. With our print ads we believe that the unique appeal and the formal, but fun colors will draw in more
perspective buyers. We also believe that our radio and television ads will spread the word of the client’s
boutique, bringing in more consumers to Deli’s prime location on First Avenue. Items we used for some of
our more focused advertising points are our print ads for Deli’s birthday celebration. We chose to use a small
flyer, social media, and a drink coaster. These specific ads demonstrate Deli’s style and demographic, as well
as it’s excitement about the up and coming birthday event celebrating the second birthday of the small local
store. These forms of advertising are placed in locations that are popular and appealing to the consumer
market that Deli is trying to reach out to. We felt that the idea of a drink coaster for bars, cafes, and clubs
would be a clever way to advertise the event and the store in places where people would see it and be aware
of details about Deli Boutique. Further more, in our advertising the main selling points that we focused on
were the uniqueness of Deli’s identity, and the special promotions that the store brought in for the birthday
event. We used the boutique’s top selling brands and sponsors to promote the celebration of the store’s
second birthday. We also used the unique and stylish image that Deli created for it self. We then took some of
their more popular and successful advertisements and added some bold promotional points that could
increase the popularity and spread the word of mouth about the shop.
Brainwave Advertising
Max Heigh
Campaign Summary
Deli Promotional Material
5
TARGET MARKET:
Gender: Male
Income: 50,000+
Age: 18 - 35
Education: College Level Education
Status: Single/ Dating Relationship
The Deli customer is male and between the ages of 18 – 35. He has some higher education or is in the
progress of pursuing his degree. The customer is also single and make $50,000 a year or higher. Since he is
single with a higher income, this gives him more spending money on clothing, entertainment and other items.
The Deli customer tends to be an early adopter and takes pride in looking good; therefore he wants the latest
clothing and enjoys being extremely fashion forward. He enjoys going out to clubs, restaurants and bars on
weekends with his friends, but during the week he is focused on his ambitions.
Brainwave Advertising
Max Heigh
Target Market
Deli Promotional Material
6
ADVERTISING BUDGET:
Category: Estimated Cost:
Birthday Flyer 50-100,000 prints @ 4.25x5.5” = $16.00
Newspaper $200.00 a Print Ad
Coaster 5,000 square coasters = $0.20
Social Media $3,000-6,000 /month
Television $2250.00/$300.00
Radio $6000.00
*All costs are estimated
Birthday Flyer: To print 50,000-100,000 paper 4.25x5.5”(quarter page) flyers costs about $16.00.
Newspaper Print Ads: Depending on how often you would like the ad(s) to run and who you want to run
the ad(s) and what the size of the print(s) being run are, a local paper would charge an estimated $200.00 an
ad.
Promotional Drink Coasters: A package of 5,000 square cardboard coasters would cost about $0.20.
Social Media: Depending on the social network and what changes or upgrades you would like to edit on
your social media profile(s) the costs would range from $3,000 - $6,000 dollars for 3-6 months
($1,000/month).
Television: An average price for a local T.V. ad is about $300.00. The TV ad is going to be conducted the
same way that the Radio ad was done, by hiring students from the Art Institute of Seattle. A model call will be
sent out advertising that Deli is looking for models and they will be paid one hundred and fifty dollars a day.
A photographer from the photography program will cost $800.00, it will be a requirement that they have their
own equipment so that Deli is not required to pay for that. An editor will cost five hundred dollars. The
commercial would be run once during the 9:00 Q13 JOEtv program. It will be run three times a week for a
month. Information on the music royalties was unavailable, but if Deli is serious about running the TV ads
the information will be easily accessible.
Radio: The Radio advertisement will be done using students at the Art Institute of Seattle. Students at the
Art Institute are often at a professional level and just need work experience and an opportunity to get
something new for their portfolio. The voice for the radio ad would be done using the voice of a student in
Brainwave Advertising
Max Heigh
Suggested Advertising Budget
Deli Promotional Material
7
the Audio program. They would be paid a total of three hundred dollars for their efforts and recording time.
Audio students at the Art Institute would do the recording for the radio advertisement. Audio students are
taught and have performed many recording tasks over their time at the Art Institute. They would be paid
ninety dollars an hour. The ad will be placed on Pandora, which is a $5000 minimum a month. We suggest
running this ad for a month total as it would give coverage and many new customers would learn about Deli
and it would not be way out of Deli’s price range.
8
MEDIA SCHEDULE:
Title: Type: What:
The Stranger Print Local Newspaper
The Seattle Times Print Local Newspaper
Facebook Internet Social Media
Yelp Internet Social Media
Komo 4 T.V. Local Television Channel
King 5 T.V. Local Television Channel
Kiro 7 T.V. Local Television Channel
Q13 T.V. Local Television Channel
JoeT.V. T.V. Local Television Channel
KBKSFM Radio Local Radio Station
KNDD Radio Local Radio Station
KUBE Radio Local Radio Station
Brainwave Advertising
Max Heigh
Media Schedule
Deli Promotional Material
9
SOCIAL MEDIA:
Social media in today’s world is extremely important and a great way to connect to a large group of people. Due to the fact that Deli’s target market is a part of the group that constantly uses social media it is absolutely crucial for Deli to keep all information current and to connect with Deli ‘s customers through these means. Below we will include the main points in which we think will help to advertise the store and increase foot traffic.
• Update status weekly- Updating the status will make Deli pop up on the main feed and people will see it automatically when they log in.
• Promote- Advertising the birthday sale and upcoming promotions through status’s. • Add- Add more photos of the store and merchandise so people can see what Deli is all about and
possibly have an item in mind when they enter the store. • Offer- Have a special promotion for people who become a fan on facebook. For example, ten
percent off their next purchase. • Advertise-Advertise to customers that Deli is on facebook therefore they can leave positive
comments and insight on the store. • Art- Based on Deli’s extreme interest in artwork, a monthly contest could be held where people
upload their photographs and a winner is picked and given a gift card or a special promotion.
Yelp is a website that allows customers to leave comments based on their expirience in the store. The stores can also add information that would help customers identify with the store. Below are some bulletpoints that will help advertise Deli and increase foot traffic.
• Make sure that all information is current and accurate. • • Provide pictures for the store and some of the merchandise. • Advertise that Deli is on facebook through this website and provide a link to Deli’s fan page. • Invite customers, friends and family to post comments on yelp so that other possible customers will
see the positive feedback and want to visit the store.
Brainwave Advertising
Max Heigh
Social Media
Deli Promotional Material
10
APPEAL, APPROACH, AND FORMAT FOR BIRTHDAY FLYER:
APPEAL: The appeal for the birthday flyer falls under the belonging category. The front of the flyer is flashy
and eye catching. The bright colors draw in consumers, causing them to want to learn more. When they flip
the flyer to the back they can read all the details they need to know about the event. This flyer also offers a
sense of exclusivity with the guest because it is aimed toward the stylish, urban, affluent buyer. They also like
the offer of free drinks and one time only chance promotions, making them feel even more special just for
walking in the door. They feel loved and accepted by their peers because their crowd falls into the same
group.
APPROACH: The approach used in the birthday flyer is the straightforward approach. The flyer gives a
simple, direct message. It provides the consumer with the facts in a bright, catchy way. The flyer is small
enough to take with them in their pocket or purse after they pick it up so they can refer to the details when
sharing the information with their social group.
FORMAT: The format being used in the birthday flyer falls under two categories, the description format and
the suggestion format. The flyer uses the description format in the sense that the backside of the flyer tells the
guests what they need to know about the event. The flyer also touches on the use of the suggestion format.
The front of the flyer has a picture that displays a girl having a good time, implying that those who attend will
also have a good time.
Brainwave Advertising
Max Heigh
Birthday Flyer
Deli Promotional Material
11
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Deli Boutique
It’s our 2nd Birthday!
Come celebrate with us in our
store!
Where: 1307 First Avenue
Seattle, WA 98101
When: May 30th 2011 from
7pm-12am
What: For cocktails and
special in store promos available
one night only!
“Curiosity is the first step to discovery” www.deliseattle.com
!
Deli Birthday Anniversary Flyer Front Back
Brainwave Advertising
Max Heigh
Birthday Flyer
Deli Promotional Material
12
APPEAL, APPROACH AND FORMAT FOR DRINK COASTER ADVERTISEMMMENTS:
APPEAL: The appeal that is associated with the coaster ads is social. It states the date of the Deli’s
anniversary festivities and tells the “drinker” to attend the sale instead of staying in. Social factors cause
people to do what they’re told so they feel involved, accepted, and approved. The coasters are made to make
people want to stop by the store so they can feel cooler and accepted into feeling like they are the ideal, high
status, Deli customer.
APPROACH: The approach of this ad is very straightforward. This seems to be the most effective and
simple way to set the tone of the advertisement. This ad just sets out the facts with a creative idea behind it,
having all the information presented on a beer coaster. This will be effective because the Deli customer goes
out at night to restaurants and clubs in the city of Seattle, therefore, the coaster will be right there for the
target market to see it!
FORMAT: The suggestion format is being used within the advertisement. It suggests that the customer check
out Deli’s Facebook page and invites them to the Deli’s anniversary sale festivities. The invite and ad in one
uses suggestion by promising art and alcohol, which can gain many peoples’ attention and make them want to
at least stop by and see what’s going on there. The format of the ad also represents a problem, in a way,
because it plays with the fact that the apparel store is often mistaken for a sandwich shop, but presents a
solution by refuting this misconception.
Brainwave Advertising
Max Heigh
Drink Coasters
Deli Promotional Material
13
Sample #1: Sample #2:
Sample #3
Brainwave Advertising
Max Heigh
Samples of Drink Coasters
Deli Promotional Material
14
APPEAL, APPROACH, AND FORMAT FOR NEWSPAPER ADVERTISEMENTS:
TREATMENT: Deli will be utilizing a strong publication that is local to the area of Seattle and who has a
similar target audience as the store itself. The name is The Stranger and the majority of their readers are
males’ ages 19-25 years old. It’s known in Seattle for its hip, adverse issues that Seattleites can trust. They
often offer bright, amusing articles that can be humorous and informative. It mainly targets affluent urban
consumers who have an appetite for what’s going on in the city. It reaches up to 437,200 readers for print and
its growing online version has approximately 865,725 readers.
APPEAL: The appeal for these two print ads is belonging. Their purpose is to make the customer want to
belong in this group of people that like to wear nicer, more stylish clothing. The quote at the top, along with
the images, was all used to add some mystery to the ads. When a customer sees the ads with the brands that
they carry also shown, they will be “curious” about Deli and this will make them want to come in and shop
more.
APPROACH: The tone of the way these ads are presented are considered Suggestion. They hint at the fact
that they carry some high end, fashion forward brands, yet they don’t give away too many details about the
store itself. They are supposed to make the potential customer curious; therefore they will come check out the
store because the ads invoke this feeling of mystery.
FORMAT: These ads are done in a demonstration format because the popular brands Deli carries are
presented. Also, the format would be considered symbolic. Since the slogan being used is “curiosity is the
first step to discovery”, it’s comparing how being curious can lead to discovering Deli and all the stylish
clothes that are sold there.
Brainwave Advertising
“A sudden rush of inspiration”
Newspaper Advertisements
Deli Promotional Material
15
Newspaper Print Sample #1:
!!
!
!
!
!
!
!"#$%&'%(%)$*%+%',$-"+.%/01%2"'-3&4*%
55567+-$833#6-39:,+)$':;<!0=>$+**.$%
!
%
Brainwave Advertising
“A sudden rush of inspiration”
Newspaper Advertisements
Deli Promotional Material
16
Newspaper Print Sample #2:
!
"#$%&'#()!*+,-!*.&!/01!23%&&43!56*,*!
Brainwave Advertising
“A sudden rush of inspiration”
Newspaper Advertisments
Deli Promotional Material
17
APPEAL, APPROACH, AND FORMAT FOR RADIO ADVERTISEMENTS:
APPEAL - Mystery; the ad captures audience’s attention by creating a sense of mystery. The store and date of the party are all announced but it is up to the listener to search more into the event by visiting the website.
APPROACH - Suggestive; the approach this ad takes can also be categorized as suggestive.
FORMAT-Suggestive; the advertisement will merely hint at the party date and cause the listener to discover the proposal personally.
Deli’s audience is attracted to a hip urban style. They prefer a creative lifestyle and adhere to tasteful preferences. The radio advertisement will appeal to just this. The advertisement will be aired on stations that attract this demographic. The main focus of this ad is to promote the date of Deli’s anniversary party and encourage audience members to join in on the fun. The brands and lifestyle of Deli will be mentioned before the date of the party, defining its audience and position before the date to capture the listener’s attention.
MEDIUM (S) USED – INTERNET RADIO:
Option 1: Internet Radio
“Who’s listening? People of all ages. (Pandora users provide their ages when they register.) Pandora sells advertising time to local advertisers, national brands and direct marketers, matching messages to the streams of those Pandora users who fit the advertiser’s target audience. And while Pandora does offer a commercial-free version of its service (priced at $3 per month), more than 90% of Pandora users choose the free version which scatters a handful of ads across a typical programming hour.” 1The Deli radio script will be executed to local listeners. For example Pandora.com collects zip codes for each member who registers. Ads can be played directly to the targeted demographic through local listeners and music relevant to the deli consumer. For example Falling Horses, Drake, Kanye West, or stations playing similar genres. Pandora has also opened up its mobile advertising platform to small to mid-sized businesses. Advertisers need a minimum budget of $5k.
1 http://www.radiodirect.com/blog/ 1 http://www.gaebler.com/KBKS-FM-WA-Radio-Advertising-Costs++13746
Brainwave Advertising
“A sudden rush of inspiration”
Radio Treatment
Deli Promotional Material
18
Option 2: Local Radio
Option 2 would allow Deli to advertise on local Radio matching the stores demographic on stations such as the ones listed below below during a desired timeslot.
KBKSFM 106.1 Top 40 Mainstream KNDD 107.7 Alternative KUBE 93.3 Rhythmic Contemporary
KBKS: “By advertising on KBKS-FM, you can reach a large audience of potential buyers in the Seattle - Tacoma, WA area. It is owned by CBS Radio. The radio station format is Top 40/CHR”2
KNDD: Broadcasts to the Seattle-Tacoma area and plays alternative rock.
KUBE: “KUBE-FM broadcasts to the Seattle - Tacoma, WA area. The parent organization for this radio station is Clear Channel Communications. The radio station format is Top 40/CHR music.”
*The estimated advertising rate for local radio is $209. Ad prices vary per station and may cost more or less in price.
DESCRIPTION OF SCRIPT: The overall theme of the radio advertisement should be related to the image of the store. The music used in the promotional Kfex video on the homepage of deliseattle.com and a fast paced collage of city sounds will be used as tasteful yet subtle audio for the commercial. The advertisement should not take away from the chic and hip image Deli displays. Therefore a sense of mystery and desire should be transmitted to listeners.
ALTERNATIVE RADIO ADVETISEMENT IDEA: Playing along with the curiosity theme the alternative advertisement could have a somewhat comical, twilight zone theme to it. This would be done by creating a curious situation and mysterious appeal through sound effects, song, and dialogue. The advertisement is promoting the anniversary party.
2 http://www.gaebler.com/KBKS-FM-WA-Radio-Advertising-Costs++13746
Brainwave Advertising
“A sudden rush of inspiration”
Radio Treatment
Deli Promotional Material
19
DELI RADIO TREATMENT:
SFX/FU MUSIC BED
:0. 5 Sec (Skateboard trick sound leads into a progressive beat of city sounds with a steady fast paced clap throughout)
SFX :0. 4 Sec (All silent except a ticking bomb sound) ANNCR #1 : 1.5 Sec “BOOM!” (An attractive/intriguing urban male voice
yells at the end of bomb ticks.) ANNCR #1 :0. 9 Sec (Throughout the script the ANNCR #1 voice should
resemble that of a rapper, speaking each line with a steady slow rap feel, but not heavily) “A place where independent Northwest artists and progressive street lifestyle brands like RVCA, Naked and Famous, or Beautiful Decay collide redefining the word delicatessen”
ANNCR #1 :0. 7 Sec “Deli Boutique located by Pike Place in downtown Seattle invites you to celebrate the exclusive individuality that defines you”
ANNCR #1 :0. 4 Sec “So whether your style is fast paced like this?” MUSIC BED/FO :0. 5 Sec (Progressive beat of city sounds with a steady fast paced
clap) ANNCR #1 :0. 2 Sec “Or chill like this” FU/MUSIC BED/FO :0. 5 Sec (KFX Music administered from Deli’s home page plays.
Clip begins from the middle of song) F/U/ ANNCR #1/FO :0. 3 Sec “Deli offers a meal that feeds your needs” FU/MUSIC BED (quieter)/ ANNCR #1
:0. 9 Sec (Music is played immediately after F/O above. The music is played quieter for 5 seconds, and then as a background to ANNCR #1 lines) “5-3-0-1-1. Where will you be when the craving strikes? 5-3-0-1-1, save the date to satisfy your tasteful appetite, deliseattle.com”
SFX/FO/ANNCR #1 :0. 5 Sec (Everything is silent except the sound of a skateboard drop for 3 seconds, the SFX ends and the announcer begins) “Curiosity is the first step to discovery, deliseattle.com”
Brainwave Advertising Max Heigh Save the Date Deli Anniversary Promotion Appeal: Mystery Format/Approach: Suggestive : 59.5 Sec Radio
“A sudden rush of inspiration”
Radio Treatment
Deli Promotional Material
20
APPEAL, APPROACH, AND FORMAT FOR TELEVISION ADVERTISEMENTS:
FORMAT: The format that goes with this TV ad is demonstration. It goes through the commercial showing
images of the store, the merchandise, and the models eating sandwiches, which ads a humorous element to
the company. Bringing some humor into the advertisement is important, because it shows that the company
doesn’t want to take things too seriously all the time. The demonstration format is about showing the product
off in action, which will be effective in showing customers what the store is really about: quality clothing, not
a sandwich shop!
APPEAL: The psychological appeal that is associated with this television ad would have to be recognition. This
is the chosen appeal because one problem that Deli faces is that their store gets confused as a place where
you eat, and it is still a small business. Therefore recognition will be an effective choice in getting the word
out about how Deli sells stylish clothing. Customers will be able to identify with the Deli logo that it is a place
for fashion and not food.
APPROACH: The approach that is presented through this ad is straightforward. This keeps the ad simple
and makes it very effective at getting the point across to the customer. The straightforward approach will be
the most effective way to introduce this business to the customer because Deli still remains a fairly newer,
small business and needs to increase their foot traffic and knowledge of the company to its target audience
and other potential customers. By showing the pictures of the store, people wearing the clothes, playing the
correct music, and mentioning the name of the store along with its location, keeps the TV ad’s style simple,
yet persuasive and relevant.
Brainwave Advertising
“A sudden rush of inspiration”
Television Treatment
Deli Promotional Material
21
ALTERNATIVE T.V. ADVERTISEMENT IDEA: The ad will be in black and white. It will be similar to
our print ad where the two boys are staring down a grate. In the TV ad they will be in a city ally way; the
location will have a historic feel to it similar to Pioneer Square. They will hear music coming from the brick
wall, as they continue closer they notice a small little hole in the wall. One boy approaches and as his eye
peers into the hole, the scene quickly changes to a vortex. As the boy and audience members are sucked into
the scene it quickly changes and the boy finds himself viewing the inside of Deli. It won’t be just a normal day
at Deli it will be their anniversary party, images of well dressed people in Deli brands, and scenes of artwork.
Deli will be depicted in a very appealing way. Suddenly the vortex scene works in reverse and it is back to the
image of the two boys in the ally way. No words are exchanged just bemused expressions. There is a fadeout
and the screen goes black, in white writing it reads, “curiosity is the first step to discovery”. Below the quote
the Deli logo and contact information will appear.
Brainwave Advertising
“A sudden rush of inspiration”
Television Treatment
Deli Promotional Material
22
DELI TELEVISION TREATMENT:
Fade in LS: Downtown Seattle F/I Music
SFX
:04 (MGMT: Time to
Pretend) F/I
TRAFFIC
LS: Down First Avenue SFX :03 TRAFFIC
ES: Front of Deli SFX :02 BELL
WS: Register :02
MS: Nudie Denim Display :03
WS: Back of Store :02
WS: Window Display (models eating
sandwiches)
:05
WS: Window F/O Music F/O
SFX
:02 (MGMT: Time to
Pretend) F/O
TRAFFIC
F/O Black
Deli Logo
1307 First Ave.
Seattle, Washington
Male Announcer :06 “Deli Clothing Boutique.
Curiosity is the first step
to discovery.”
: 29
Brainwave Advertising Max Heigh Store Advertising Deli Boutique Promotion Appeal: Recognition Format/Approach: Straight Forward : 29 Sec T.V.
“A sudden rush of inspiration”
Television Treatment
Deli Promotional Material
23
TELEVISION STORYBOARD
24
THANK YOU!