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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Explanation & Answer
Attached.
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...