fresh for breast cancer Campaign Creative

BriefJuly 2013

Assignment 2

Integrated Marketing Communication

By: Daneisha Goodman

Communication objective

• We want people to purchase products from our Fresh for Breast Cancer collection in addition to support the other collections we offer.

• Spread the word to their friends and friends of friends via social media outlets to increase audience base

Target audience profile

• This campaign will be aimed at male and female adults primarily in Chicago and across other major cities such as Miami and Loa Angeles; between the ages of 18-34 years old

• High school diploma or current college student

• Make $20k-$60k annually or reside in the middle class sector of the economy.

• Moderate interest in fashion

slogan

• Forever Revolutionizing Expression Style & Hustle

• Sandra- The FRESH for Breast Cancer tee will help aid the rise of breast cancer awareness through research, treatment and education.

Product Description and Benefits

• FRESH® for Breast Cancer version of the FCB Signature FRESH® Tee and the FCB FFBC Ribbon Tee

• 50% of proceeds donated to the National Breast Cancer Foundation

• Available in men and women sizes

• Affordable pricing

• Build a relationship with those who are affected by breast cancer

Creativity strategy

• Budget set aside for social media marketing and the product releases

• Equity based on the outcome of sales

• Timeline• September 4th- October 25th 2013

Unique selling proposition

• Exceed goals of the 2nd Annual Campaign by increasing product sales

• Increase clients’ revenue

• Improve site traffic

Competitive positioning

• FCB has many competitors in the street wear community, mostly smaller shops such as: Leaders 1354 and Endswealth Corp

• Highlighting the quality of production, the high-level project and client list, and overall attention to detail and breakthrough branding will separate FCB from its competition.

Aesthetics/feel/tone

• Evolving, fun, exciting

• Street savvy, urban

Support statement

• Presale will be Wednesday, September 4th through Wednesday, September 18th, 2013

• Save 25% coupon to encourage purchasers

logo

FCB LogoFreshForBreastCan

cer Logo

List of media assets

• Photos

• Ad Campaign

• Social media content• Twitter trend, Instagram, Tumblr

Infographic

Fresh For Breast cancer previous ads

2nd Annual Tees2nd Annual Press

Release from 2012

http://freshconnectionbrand.com/shop