Creative Brief - Assignment Example

Creative Brief Introduction Client/ Company/Brand: Mothercare Campaign “Born to” Requirements: New launch, Brand recognition, Customer Acquisition Campaign. 1. Background, research and product information What product or service are we talking about and why? Provide as much information as you can about the product or service on offer. Mother care offers baby and child goods to the community and the society as a whole. It offers clothing services and also, has special offers from things that concern themselves with child and baby care to adult care. Mother care offers care offers services that involve the caring for women who are pregnant and also, offers care to children as part of their vision. It has general merchandise for children who are young (Mendelsohn, 97). The mission of mother care is to make parents and guardians successful in their childrearing process globally. There are other competitors in the caring business and at present, they are trying to change their standards so that they may outrun Mother Care. Mother care has developed a new campaign that will enable people to identify with their work. The new campaign will ensure that they retain their customers while still attracting more people. Customer acquisition is a very important factor in the retaining of a business, and a new strategy needs to be put in place so that customers can be acquired, and also retain others. With the proper campaign, Mother Care has a new launch, “Born To”, that will ensure that there will be a new collection of clothing and this will ensure that there is a retaining of customers. Customer acquisition is important because it will lead to the development of the organization and will also ensure that the organization remains ahead of the competition. The new campaign is a move to ensure that the organization gains money through the sale of clothing. Launching the campaign through all the avenues, including online indicates that there will be an improvement of services and products (Mendelsohn, 120). 2. What is the competition upto? What is the competition doing at the moment? How does our product/service compare to the direct and indirect competitors? Our product or service is designed in such a way that it will appeal more to the customers than any other products or services. The organization offers bonus discounts, and also, offers better services to its customers. As a business, it is crucial that certain business strategies are put in place so that the organization can be above competitors (Mendelsohn, 87). For instance, though the competitors are trying to make the Mother Care brand unpopular, Mother Care is ensuring that the products and services are of a better quality and long lasting. They also ensure that their products are rare, easier and safer to use, efficient, compact, beautiful packaging, ethical and also, that the products have been approved by a respectable organization. The services are good, have favorable and flexible hours of opening, faster delivery and offer freebies that the competitors do not offer. 3. What is the role of the communications? (Objectives & strategies) What are we trying to achieve with this MARCOMs campaign? Acquisition? Retention? Is awareness on its own a luxury too far? Sales push/pull? The role of communications is so that the target audience can be reached. Without a selective campaign, it would seem that we are allowing the competition to win. Using the campaign will bring us a step closer to understanding the needs of clients. The campaign is designed to allow for acquisition and retention. With the new campaign; MARCOMs, it is assured that the organization will be able to promote the products and services of the organization. With good advertising, the organization ensures that it remains ahead of the competition. This is done by ensuring that there is customer retention and also, the acquisition of other customers. Having a huge customer base ensures that an organization remains at the top even during this hard economic time. The objective of the campaign is to ensure that Mother Care becomes popular not only locally, but internationally. Having a known organization ensures that there will be a huge fan base that will provide the support needed for the organization to grow. A good campaign ensures that the sales push through the roof and also, that the products and services gain popularity. With the sales, there will be an increase in profits, and this means better chances of growth (Mendelsohn, 78). The strategies to be met are: Launching the brand by organizing a launch event to selected clients and also effectively presenting the brand to the potential consumer. To acquire customers from the targeted group by delivering faultless service, educating the client and persuading the target customer. To gain recognition in the market by gaining the client’s trust and establishing the brand’s image. To expand globally by diversifying into new markets and also forming new contacts. To create loyalty among the clients by being consistent, respecting and predicting the consumer’s needs and expectations. To gain a global brand recognition by managing online presence, and also producing a worldwide promotional campaign. 4. What is the brand/company idea and tone of voice? (Overall Brand/ Company ‘Vision’/’Aim’) This is the core brand idea to guide the tone and messaging of any piece of communication we do for the company. The vision of the organization is to serve the community and society around them. Providing care to women and children is the main priority of the organization because they recognize that women and children are the future of the world. Commitment, vision and focus are what drive the organization to the higher limits (Mendelsohn, 90). In order to achieve this brand vision and aim, the company will ensure that they uphold a culture in the brand that will ensure that all the staff abide by the culture. Behavior is important because without discipline, then there is a likelihood that the failure will succeed. Failure is not an option at this facility. Becoming the number one care facility in the world is the vision that Mother Care has. The values that make the organization include; customer focus, creativity, the spirit of entrepreneurship and inspiration. The staffs at Mother Care understand the value of health and safety, and this is a very important factor. The organizations strive to ensure that they leave a positive mark everywhere and anywhere. The core aim is to ensure that there is the creation of a long term relationship with the consumer; to educate them about the new products and deliver corporate social and ethical responsibilities. 5. Who are we talking to? Describe the audience as precisely as possible using segmentation analysis – think of the target groups and think of them as an individual person (a ‘persona’). The target audience are those that require Mother care services such as the pregnant women and the children. Most of the services and care that is offered and that the campaign is offering goes out to women and children. In order to be able to reach out to the target audience, the company should be able to relate to them. They should be able to show the audience that they are looking out for the best interests of their target audience. Target groups require assurance that they will not only be taken care of, but that they will receive the best care that is possibly available. In order to gain the audience’s confidence, a strong campaign needs to be launched. It should have a colorful theme that would go a long way in ensuring that the audience gets the intended message (Mendelsohn, 56). 6. What do they think now? What kind of problems/frustrations/challenges does our audience have now? What is their perception of the brand/product/service. Be particularly honest and critical. The general concern for the audience is whether or not we will deliver on the promises made during the launch of the campaign. They may be wondering is the products or services will better suit their needs or whether it will not. Then there is the challenge of whether or not they will be able to afford the services and the products being offered. Since it is a new brand, they may be wondering and having doubts about whether to try it or not. They think that the brand may be a hoax, and this means that they require much convincing in order for them to accept the brand. They want a product or a service that will cater for their needs and that will be satisfactory. Anything less than that will make them look elsewhere for a product of their choosing. 7. What do we want them to think? After they see/read/hear our work, what do we want them to think about our product/service/brand/company? The purpose of the campaign and the advertisements is so that when the audience looks at the brand, they see their thirst for such a product quenched. We want them to feel that they can connect with the product and that the product can serve their needs. We want them to chase away all their fears and concentrate on ensuring that they enjoy the products fully. It is a way to ensure that we acquire customers and also get more customers. They should be assured that the only ways that they will get the satisfaction they need will involve trying out the product or service. We want them to be curious about the product so that they may try it rather than just hearing about it. They should be assured of satisfaction once they see our work. They should think highly about the service, product and the company (Mendelsohn, 17). 8. What do we want them to actually do (actions) in this campaign? Call a number, sample, visit a store, go online to a particular site, return a coupon instore/online in eCommerce, share (WOM), Like (Facebook, but is that enough?!), buy/purchase… is there a deadline to encourage quicker action(s). After the campaign, the audience should be able to access the product or service through the online access. They can call the number that will be provided; they may visit a store, go to a particular site online, return a coupon and also use social media such as Facebook to access. But in order to ensure that they act in a quicker manner, there will be deadlines and offers that will act as incentives to them. There should be deadlines so that they will hurry to try out the offers before they run out. These usually work as incentives that are sure to work. 9. I. Proposition (BE SINGLE-MINDED on this) What is the ONE, overall benefit that this campaign should communicate, ABOVE all else? The proposition should be a well constructed sentence, which states the over-riding opportunity, which is relevant to the target audiences’ pain/need, promises the solution, is unique/first/scarce and drives the audience into positive action. “The campaign will be able to offer the audience what they have been looking for in other products that is not present; satisfaction.” II. Support to (Directly first and indirectly second, supports the proposition) In order to support this proposition, there are facts that can be listed: The focus is on the content creation, thus better customer service. Monitoring of competing profiles so as to be updated. Reduction of expenses and creativity. Outstanding customer service. Providing solutions to problems, thus, giving a compelling reason to use the service. Overcoming the indifference of prospects. 10. Results 1. What will we consider a success? Strategies and summarize what will make this campaign to be considered as a success? Success will be considered once the objectives are met; the company being known internationally, its products and services being popular for the right reasons, sales pushup thus leading to a large profit margin and also a huge fan base. 2. How will we measure it? Now that we know what will make it a success, how will we get that information? Who will gather it and how? How and when will we report it back? Measuring the success will include looking at the sales before the campaigns and afterwards. There will also be a survey collected in terms of interviews and questionnaires that will help collect data about how the audience has reacted to the product or service. From these, we will be able to gauge the positive reactions that we receive as part of success. 11. Budget Outline the campaign budget considerations, including ‘quantity’ implications, e.g. no. of sites, frequency of Comms, coverage, etc. What do these figures include/exclude? The budget considerations will include the number of sites that will be used and their locations, frequency of communications and coverage. There will also be the added costs that will include advertisements. Operating through a fixed budget will ensure that there is no wastage. 12. Timings Outline key timings for the project, taking into account the campaign period, phasing, how the media will work together, in parallel, is linked. Consider an excel spread sheet linked to from here to the appendices. In order to create time, there will be several inputs that will have to be created such as; personal and project calendars, description of the project scope, project risks and a list of activities and resource requirements. Then there are the scheduling tools such as the schedule work analysis, critical path analysis and the compression of schedules. 13. Mandatories Is there anything we must include? Brand/company logo, tag/straplines, pack/product shots, type of photography (human face/abstract/artistic/word copy heavy, technical, etc.), ad templates (look and feel and corporate guidelines). The campaign should have the company logo; an attractive logo that will attract the customers. The campaign requires the company mission, vision and values, brand, product shots with clear and well taken photographs, artistic graphics and corporate guidelines. These are what appeal to the consumer of the product. Provided all the facts are put in place and the campaign centers on the product and the user, then there is sure notion that it will be a success (Mendelsohn, 87). Reference Mendelsohn, Martin. The Guide to Franchising. London: Thomson Learning, 2005. Print. Available at Read More