McDonald Vegetarian Burger Creative Brief Project Paper

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Business Finance

Description

You have decided which product or service you will market for your final project. You have also described in detail your target market(s) and audience(s) as well as the media --- television, radio, magazines, newspapers, social media, etc. --- you plan to use. Now you need to develop the creative executions. Using the categories in the rubric based on "How to Write a Creative Brief" prepare a Creative Brief that you will use with the team who will develop your ads, radio spots, etc.

Requirements:
Background Overview - Provide two - three (2 - 3) sentences describing your business and the product or service you are using for your final project. What do you want the creative team to understand?
Objective - Using one or two (1 or 2) compelling sentences, describe one (1) or two (2) objectives that you would like to achieve with this marketing communications campaign. Do you want to introduce your product or service? Increase sales? Attract new customers? Do you want to your target audience to take some action? For example, "We want to attract new customers by offering a free trial of XYZ product or service."
Target Audience - Who are you trying to reach? Remember that a target segment will have common needs and respond similarly to a marketing action. You may have identified multiple target audiences; for the purposes of this campaign, select one and be specific about who they are and what they need or want in terms of using your product or service. Think back to your work with personas.
Message - What are the major selling points that need to be included? What does the target audience need to know to choose your product or service? Include at least one (1) major selling point and three (3) supporting points that give your target audience a reason to believe your main selling point.
Tone - What tone will the audience respond to? Is yours a fun brand? A family bonding brand? Or a more serious brand? Is there language that should or perhaps should not be used?
Visuals - Are there brand graphics, logos, photos or other images that you want to use?
Details and Requirements - Does the concept need to work across media channels? For example, the campaign must work with TV, magazines, Facebook and Instagram. Is there anything that must be included? The fast talking legal disclaimers is an example of the details.
Assessing Competition - Who is your competition? What do they offer? Are they the leader and you the follower? Or the other way around? Why should your target audience choose you and not them? Where do they advertise? What tone do they use? Use at least five (5) sentences or bullet points to describe your competition.
Reference articles that support your choices. Use Wilmington University online Library and other credible sources for cited sources; wikipedia.com not accepted.
Assignment Structure
Your Creative Brief is required to be between 2 and 3 pages (2 is the industry norm), not including cover page. APA format not required; use APA format for citations. Perfect spelling, punctuation, grammar.

NOTE: I got this comment from professor after last week's paper. " You will need to be more clear about your target audience. For instance, I will target the X% of Americans who want to eliminate meat from their diet at least one day a week. Then, from there, describe other aspects of people who want to eliminate meat one day a week, such as income, urban or rural, age, their perception of McDonald's, etc.''

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How to Write a Creative Brief Whether you are creating an ad campaign for a new brand, designing a logo, or developing a website, you need information to produce an effective product. The specific information you need will vary depending on the type of project, but there are some basic elements that most creative briefs include: • Background Overview - This section provides information about the company, service, or product. How would the client describe their business? What background info is relevant, including previous marketing campaigns? What do you need to know about their product • or service for the current project? Objectives - Goals need to be clearly defined because they will affect all other decisions • on a project. Does the client want to sell more products, increase brand awareness, or attract more donors? Do they have a call to action? How will they measure success? Having a concise objective provides a focus for the rest of the project roadmap. Target Audience - Who is the buyer or intended audience? This may include demographic information such as age, gender, education, or income level as well as info on how often they use the client’s product or service. Knowing your audience will shape the style and • messaging of your campaign. Message - What are the key points that need to be said? What message needs to be • conveyed to the target audience, and what is the best way to deliver it? Tone - What is the tone or image that suits the client’s message or brand? Are there • certain colors or fonts that help communicate this? Ask the client to describe the tone, whether it is sophisticated, fun, or bold, and for to share color, brand, or style guidelines. Visuals - Are we developing new images or picking up existing ones? If we are creating • them, who/what/where are we photographing or illustrating? And why? Details - Any mandatory information that must be included? List of deliverables? Preconceived • ideas? Format parameters? Limitations and restrictions? Timeline, schedule, budget? Scheduling - Having a timeline is critical for planning any project. Find out if there is an advertising or publishing schedule you need to track against and solidify your deadlines • are for each deliverable. Assessing Competition - Who is the competition and what do they offer? What makes your client unique? Understanding the competition can provide a clearer picture of where your • client stands in the market, which will help you shape your campaign. Budget - The budget sets the parameters for how much time you must work with and what materials the client can afford. Creative Brief ArcelorMittal Histar Steel Products High-strength steel for low-carbon construction Background / Overview: In construction industry, the quality steel we produce is used in buildings around the world, from airports to railway stations, from stadiums to skyscrapers and from shopping malls to residential houses. We produce a wide range of construction solutions including beams, flooring, rebar, roofing, etc. One of the most significant change observed in the construction field is the growing interest in green design which makes the steel a key material for the residential market of tomorrow. Steel is playing an important role in building a sustainable future. Our highstrength steel Histar products combine reduced thickness, high-yield strength, and superior toughness at low temperatures. These characteristics satisfy the needs of the construction industry for light and economical structures that meet both safety and sustainability. It also reduce carbon dioxide emissions which are the largest contributor to human-induced warming (ArcelorMittal, n.d.). Objective: Our primary objective is to increase our sales in housing and light residential area by creating awareness of global warming in construction industry. Target Audience: We want to reach small and medium-sized builders who have made up the majority of the residential industry and play an increasingly important part in improving the overall performance of the green design industry across the world. The growing role of small companies is evidenced, for instance, with 48.0% of small firms having less than 500 staff. 82.7% of the staff in construction industry are employed by small and medium-sized businesses. (SBA Office of Advocacy, 2016). Characteristics of target audience: • • • • • Builders of new single family and/or multifamily houses. Family owned and operated. Flexible decision makers. Having direct connection with home owners. Orient more towards personal values. Message: Main Message: We need your help to build green future for our kids. Support Points: • • • Resistant to floods, earthquakes and snowstorms. Reducing waste and scraps, which are prominent in case of wood. Do not engross moisture, therefore can not withstand any microorganisms that can have effect on residents. Tone: We are trying to create awarness of global warming concern. Thus, we need to use a serious tone. We want to show that we are caring our environment and we need builders’ help to build sustaiable homes. Visuals: We want to use two images that given below showing the importance we give to our nature. Retrieved from: https://www.makaan.com/iq/living/awareness-is-driving-the-green-revolution-in-india Retrieved from https://www.realtymyths.com/green-construction-the-biggest-change-maker-in-real-estate/ Details and Requirements: We are targeting home builders which we can reach to them through steel service centers. Retailers and wholesalers will also be used as channel intermediares in indirect distribution. Additionally, our sales force can be used in direct marketing by targeting large housing project investors. Steel and construction related business magazines should be selected as main media for advertising. Because they target directly people related to the sector. We can also send brochures to service centers, retailers, wholesalers and builders’ offices. Furthermore, we want to create an effective B2B marketing program with small and midsize construction companies by using e-mail marketing, social media marketing, and content marketing. The Competition: The markets are highly competitive with a richness of competition in the carbon steel industry from North American and foreign integrated and mini-mill steelmaking and processing operations. We are the biggest player in the industry with a presence in 60 countries makes us the world’s leading steel company. Our successful consolidation strategy helps us to grow rapidly. The residential light steel frames called Styltech, cellular beams named Angelina, and steel grades called Histar are our significant competitive products in a construction segment (ArcelorMittal, n.d.). The other main competitors are Nucor Corparation and US Steel Corparation in the construction industry in the US. US Steel has focused specially on coated sheet products for building product manufacturer and not offered a specific product solution for a construction (US Steel Corp., n.d.). Nucor Corparation offers turnkey building solutions with its Building Groups division by using its own product and design team. It is a significant competitive service that help Nucor to take an advantage in competition (Nucor Corp., 2017). However, we are focusing green building solutions and it sets us apart from our competitiors. References ArcelorMittal. (n.d.). Made of steel. Retrieved from: https://corporate.arcelormittal.com/what-we-do/steel/construction Realty Myths. (2018, November 27). Green construction: The biggest change maker in real estate. Retrieved from: https://www.realtymyths.com/green-construction-the-biggestchange-maker-in-real-estate/ Makaan IQ. (2019, March 11). Only 4% buildings in India are green, says report. Retrieved from: https://www.makaan.com/iq/living/awareness-is-driving-the-green-revolutionin-india Nucor Corporation. (2017). Product reference guide. Retrieved from: https://downloads.ctfassets.net/82pm4xe3l9lt/6dzeCzuw5aOGCG6wgY8U6E/26e53dee9c8e5ca9 22e6e9b44f1416c4/Nucor_ProductReferenceGuide_2017.pdf SBA Office of Advocacy. (2016). Small business profile. Retrieved from: https://www.sba.gov/sites/default/files/advocacy/United_States.pdf U.S. Steel Corporation. (n.d.) Consumer solutions: Construction. Retrieved from: https://www.ussteel.com/industries/consumer-solutions-construction
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Running head: CREATIVE BRIEF FOR VEGETARIAN BURGER

Creative Brief for Vegetarian Burger
Students Name
Institutional Affiliation
Date

1

CREATIVE BRIEF FOR VEGETARIAN BURGER

2

Background overview
McDonald's is one of the leading fast-food vendors in California. This company was
founded in the year 1954 when Ray Kroc began a burger restaurant in California. The vegetarian
burger product suits well for this company's activities and long-term strategy. Initially, the product
had high traces of meat but this was later reduced because some of our clients need healthier
products. I need my creative team to understand this product because we must invest in it to attract
new customers, something that would be achieved by passing it through some processes to reduce
traces of meat in the final burger (Weinrich, 2019).
Objectives
Our main purpose for this project is to create our brand awareness among changing
vegetarians who turn more conscious about their daily eating habits. The only action to be taken
is reducing meat traces in our final product, and that will enable us to measure our prosperity as
we will get more customers into our restaurant.
Target audience
In this case, our target audience will be males and females transitioning to vegetarians aged
between 22-34 years. This is the age group that is also trying to avoid consuming products of meat
due to modern morals, ethical and health reasons. These are McDonald's customers who want to
enjoy their meals in an affordable conducive zone.
Message
Our audience needs to know that the process for manufacturing new vegetarian burger
product significantly is better for the surrounding, unlike it is for manufacturers of meat. Therefore,
by choosing the new vegetarian burger over real meat product, you will be making a difference for
yourself and your environment.

CREATIVE BRIEF FOR VEGETARIAN BURGER

3

Tone
Regarding the tone, it needs to be very positive about the product. It should also be very
inspiring about the final product. It should be laid back, meaning not very serious tone, easy-going
or playful and fun. It should also create attention to whatever the customer needs to know about
the new vegetarian burgers in McDonald's restaurant.
Visuals
Social media platforms will be the best way for this company to advertise its products and
interact directly with its audience and get quick feedback, and this include Instagram posts and
digital banner. Again, mass media will be good as it will reach the company's audience through
short, intuitive, and repeated adverts (Gunelius, 2017).
Details
Because everybody is now focusing on the environment, whether transforming to
vegetarians or making a difference, they require a healthier product and a tasty option. McDonald's
restaurants are the perfect channels as they are very friendly to the environment, but they all taste
like meat, and people love them. Our product satisfies the customer while taking care of the
environment at the same time.
Scheduling
This campaign is scheduled to bring a gradual impact on consumers. The new products will
be offered to the customers slowly so that bef...


Anonymous
Really helpful material, saved me a great deal of time.

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