Client: Yoguri Project: Winter volume driver Date: 12.1.2010
1. What’s the client’s real problem?
It’s cold outside and people don’t want to eat a cold dessert.
- 2. What’s the communications objective?
Change belief about eating cold things on cold days.
- 3. Who is the target audience?
UGA coeds 18-24 who frequent downtown, have disposable income and enjoy frozen yogurt as much as ice cream.
- 4. What’s the insight?
“Georgia weather is so annoying, it’s cold one day and warm the next. It’s hard to know what to wear on any given day.”
5. What single-minded statement should the advertising communicate?
Yoguri puts you in control of the temperature.
- 6. Why should the target audience believe this?
Yoguri’s frozen yogurt is always 28 degrees.
- 7. What else is notable about the brand, product, or service?
Located downtown, new flavors on rotation, locally owned and operated.
- 8. What’s the brand’s personality?
Fun, relaxed, young, invigorating.
- 9. Where and when will communication have the most power?
In ROP on days when high is above 70 degrees. On Facebook and Twitter when the temperature reaches 70 degrees.
- 10. What manditories are there?
Logo, location, hours of operation.
- 11. What is the budget, what time frame does this cover?
$1,000 – 12 weeks.
What does the client want to achieve?
Will it include?
Layout TV spots Thumbnail Outdoor Total campaign
Radio e-Marketing Rough Ad series Comp
Single ad POP Direct mail Literature Interactive Web design
The creative process needs to be managed and developed by Account Service and agreed upon by the Client to achieve communication objectives. Final design should be based upon Research and open to suggestions/discussions.
The __________________(Product/Service) for ___________________ (the target
audience defined in terms of benefits sought) ____________________ (Brand) is the
set/category) which has what _____________differentiating benefit or U.S.P.).
(Who are we talking to and what do they know or believe now? What are their demographics, psychographics, lifestyles, perceptions, beliefs, level of decision-making?)
• Primary, heavy-users, etc.
What action is desired? What do we want them to do?
PROMISE AND KEY SELLING POINT
In one sentence, identify the most important benefit we need to communicate to the prospective consumer about our product/service. What should our message be? What are the features the customer would choose our product/service over the competition.
Why they should believe our attributes and us?
(Tone/Manner/Style): Defining the product or service in terms of adjectives associated with the brand.
Who are the principal competitors; what are their strengths and weaknesses? A brief, concise statement regarding the arena in which the product competes. Include competitors’ tag lines, slogans, product names, ad samples, etc.
What are the mandatories and budget limitations? Ideas from the client or account service?
How will we determine if our communication was successful, i.e., made the consumer take the desired action? How will effectiveness be measured?
Factors to consider: Design philosophy, practice finances, services, specialization, personnel, project management, practice location, local/regional economy, and national economy.
As a marketing tool, newsletters can be a useful way of keeping clients and prospects abreast of what you are doing. A consistent pattern of mailing dates is what distinguishes newsletters from other forms of periodic communication.
Design Award Programs
Cost-effective way to stay in the public eye (entry fees are cheap), to gain peer recognition, and to help the grim name become familiar. Implies success and builds credibility for new clients. Free publicity arranged for the sponsoring group or association.
Brands have three primary functions: navigation, reassurance, and engagement, or distinctive imagery, language and associations to encourage customers to identify with the brand.Is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move. It fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity implies an asset. Corporate identity sounds too much like an expense. This is an important distinction.