Summer 2014 Advertising Project
Creative Brief
1. What is our communication objective?
Through this campaign we want to achieve a stronger customer loyalty, higher social media and Internet activity, and bring in new business through inexpensive media and PR platforms. Through observation, many of the store’s regulars have been customers from a young age. So, our main goal is to bring in a newer generation of loyal customers so that, in time, they will bring their children to the store, and so on. We will raise awareness by ways of social media (Facebook), sponsorship events, and various forms of print media and other mediums that are relatively low budget. Making a point of focusing on social media because it’s a newly important marketing tool for any business, big or small. Although we will describe our preferred target audience, we still want to show that Kirscbhaum’s Bakery can provide something for anyone – and for any occasion. We think it is important to keep the current customers informed of anything new that is happening in the store, holiday specials, and new items through the Facebook page. Increasing activity online will also help us reach out to current customers who aren’t in the Western Springs area.
2. Who is our target audience?
For our target audience, the focus will be on local, suburban mothers between ages 25-50. They live in the Western Springs-La Grange area and they are part of the working class, therefore may not have time during their day to bake for parties, birthdays, etc. The ideal target audience member is married and has several children. In her free time, she is very involved with her family - taking her children out to the park, participating in big family dinners, or having movie nights. She shops locally and often brings her kids with her when she runs her weekend errands. She is also active on Facebook and checks it at least once a day to keep in touch with old friends or family members. She also looks to social media when it comes to making purchase decisions.
We also want to put a secondary focus on the train commuters, since the bakery is located near the town’s train station. The ideal audience member will be men and women between ages 30-55. These customers could potentially be a big part of our early morning sales because they can stop in for a quick treat while they wait for their train, or bring in a box of donuts for a business meeting.
3. What are the key insights about this target audience in relationship to our communication objective?
Looking at statistics from the last year, the number of adults between the ages of 30-49 that use Facebook is on the rise. Over 40% of Facebook’s overall users are between the ages of 25 and 44 since 2012, which falls within the age range for our primary target audience and further shows the importance of social media presence. Sponsorships with Western Spring’s little league baseball teams and the various events will help with awareness because of the target’s participation in her children’s life. According to eteamz.com, the Western Spring’s little league teams allow for Platinum, Gold, and Banner sponsorships, allowing for minimal level of sponsorship if desired. Local events as shown on wsprings.com shows various opportunities for sponsorship or food donations/sales.
4. What is our big idea?
We will continue to work with the Kirschbaum’s slogan: “The taste that brings you home,” because the current slogan appeals to and works for the intended audience.
5. Why do we think this will work?
We want to accentuate the wholesomeness and family-friendly atmosphere of the business. Continuing to use the company slogan accomplishes that and is relevant to our communication goals. Keeping this idea consistent throughout the campaign will further emphasize our plan to make Kirschbaum’s a staple in every family.
Our focus on mothers and social media tie together in a study done by Performics in Chicago. The study shows that mothers are 16% more likely to check Facebook daily and 75% more likely to trust the information they receive from companies through their social media sites than other women (Performics, 2012). Additionally, moms are more likely to act as ambassadors for their favorite companies on social media by sharing posts, recommending pages, and discussing brands on Facebook. As described in The Social Media Bible, continuous activity on your social media page shows that your business is responsive and active. People are only going to keep an eye on your site as long as you do (Safko, 95).
Through this campaign we want to achieve a stronger customer loyalty, higher social media and Internet activity, and bring in new business through inexpensive media and PR platforms. Through observation, many of the store’s regulars have been customers from a young age. So, our main goal is to bring in a newer generation of loyal customers so that, in time, they will bring their children to the store, and so on. We will raise awareness by ways of social media (Facebook), sponsorship events, and various forms of print media and other mediums that are relatively low budget. Making a point of focusing on social media because it’s a newly important marketing tool for any business, big or small. Although we will describe our preferred target audience, we still want to show that Kirscbhaum’s Bakery can provide something for anyone – and for any occasion. We think it is important to keep the current customers informed of anything new that is happening in the store, holiday specials, and new items through the Facebook page. Increasing activity online will also help us reach out to current customers who aren’t in the Western Springs area.
2. Who is our target audience?
For our target audience, the focus will be on local, suburban mothers between ages 25-50. They live in the Western Springs-La Grange area and they are part of the working class, therefore may not have time during their day to bake for parties, birthdays, etc. The ideal target audience member is married and has several children. In her free time, she is very involved with her family - taking her children out to the park, participating in big family dinners, or having movie nights. She shops locally and often brings her kids with her when she runs her weekend errands. She is also active on Facebook and checks it at least once a day to keep in touch with old friends or family members. She also looks to social media when it comes to making purchase decisions.
We also want to put a secondary focus on the train commuters, since the bakery is located near the town’s train station. The ideal audience member will be men and women between ages 30-55. These customers could potentially be a big part of our early morning sales because they can stop in for a quick treat while they wait for their train, or bring in a box of donuts for a business meeting.
3. What are the key insights about this target audience in relationship to our communication objective?
Looking at statistics from the last year, the number of adults between the ages of 30-49 that use Facebook is on the rise. Over 40% of Facebook’s overall users are between the ages of 25 and 44 since 2012, which falls within the age range for our primary target audience and further shows the importance of social media presence. Sponsorships with Western Spring’s little league baseball teams and the various events will help with awareness because of the target’s participation in her children’s life. According to eteamz.com, the Western Spring’s little league teams allow for Platinum, Gold, and Banner sponsorships, allowing for minimal level of sponsorship if desired. Local events as shown on wsprings.com shows various opportunities for sponsorship or food donations/sales.
4. What is our big idea?
We will continue to work with the Kirschbaum’s slogan: “The taste that brings you home,” because the current slogan appeals to and works for the intended audience.
5. Why do we think this will work?
We want to accentuate the wholesomeness and family-friendly atmosphere of the business. Continuing to use the company slogan accomplishes that and is relevant to our communication goals. Keeping this idea consistent throughout the campaign will further emphasize our plan to make Kirschbaum’s a staple in every family.
Our focus on mothers and social media tie together in a study done by Performics in Chicago. The study shows that mothers are 16% more likely to check Facebook daily and 75% more likely to trust the information they receive from companies through their social media sites than other women (Performics, 2012). Additionally, moms are more likely to act as ambassadors for their favorite companies on social media by sharing posts, recommending pages, and discussing brands on Facebook. As described in The Social Media Bible, continuous activity on your social media page shows that your business is responsive and active. People are only going to keep an eye on your site as long as you do (Safko, 95).
Poster Ad
Newspaper Ad
Flyer Ad
