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Epic Creative Brief

Epic Creative Brief

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Published by Nicole Ellis
Creative brief that seeks to define campaign direction.
Creative brief that seeks to define campaign direction.

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Published by: Nicole Ellis on Mar 14, 2013
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03/14/2013

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NicoleEllisWRT216CreativeBriefClient:DorieShelbyProduct/Service:EPICProductandMarketBackground:In1997,EPICwasfoundedatSpringArborUniversity.DorieShelby,thecurrentfacultyadvisor,hasbeeninvolvedintheprogramfromthebeginning.EPIChasbeenofferedasaclassforvideo/filmstudentseachsemester,aswellasanextracurricularopportunity,availabletoanySpringArborUniversitystudentwillingtoparticipate.EPIC’sepisodesareproducedbyaselectgroupofstudents.Thisyear,thefirstepisodewasfinishedtheweekofNovember1,andthesecondepisodeiscurrentlyinproduction.Episodesarefirstreleasedtotheclass,andthenaresubsequentlyreleasedtoEPIC’sYouTubechannel.ThemajorityofEPIC’smarketconsistsofcurrentSpringArborUniversitystudents.Accordingtopreliminaryresearch,mostofthisaudienceisunawareoftheprogram,especiallyin-comingfreshmen.EPICdoesnothavealargepresenceoncampus,andasaresult,manyareunawareoftheuniquenessandtalentthatithastooffer.TargetMarket/Group/Audience:Themaintargetaudienceforthiscampaignispast,present,andfutureSpringArborUniversitystudents.AlumniwillenjoyreminiscingabouttheirSAUdayswhilewatchingthingsthey,orpeopletheyknew,wereinvolvedwith.Perhapsthiswillinspirethemtodonatemoney.CurrentSAUstudentswillhaveopportunitiestogetinvolvedorevenjustsupporttheprogrambywatchingtheepisodes.WearehopingtobringsuchawarenesstoEPICthatevenfutureSAUstudentswillhearofit.Perhapsthosewhoarelookingtobefilm/theater/communicationsmajorswillbemorelikelytochooseSpringArborUniversitywhentheyseetherearewaystoactivelygetinvolved.Proposition/Promise/Benefit:Simply,thebenefitofEPICistoentertainandinvolve.ThepromiseofourcampaignistoclearlycommunicatethebrandandbenefitofEPICtoitsaudience,SpringArborUniversitystudents.ToneofVoice:Thetoneofthiscampaignisprofessionalism.Allareasofthecampaignwillbeprofessional,fromFacebookandTwitterpoststoemailsandadvertisements.However,thecontentwillalsobefriendlyandinviting.Thisisabalancethatisimportanttothesuccessofthiscampaign.
 
Competition:BecausetherearenootherclasseslikeEPICatSpringArborUniversity,itdoesn’thaveanyotherSAUvideoseriestocompetewith.Itsmaincompetitioncomesfromothereventstakingplaceoncampus,aswellasotherpopularvideoseriesstreamingonline.Becauseamultitudeofextracurriculareventsareofferedoncampus,EPICwillhavetocompeteagainsttheseeventsinordertogainstudentinvolvement.SinceEPICmeetsonWednesdaynights,itisalsocompetingagainstotherprogramsandclassesthatmeetatthesametime.EPICwillalsohavetocompeteagainstavarietyofsimilaroptionsofferedviatheInternet.TherearemanysimilarYouTubeaccounts,aswellasvideoseries,thatarealreadypopularandwellestablished..Business/AdvertisingObjective:ThemaingoalofthiscampaignistoincreaseanawarenessofEPIC,specificallyamongSpringArborUniversitystudents.WealsowanttobroadentheaudiencetoincludefutureSpringArborUniversitystudents,parents,andfaculty.Byincreasingawareness,wehopetodrawinmorestudentparticipants.Thisismoreofabrandingcampaign,thanacampaignwithauniquesellingproposition.ThegoalistoincreaseawarenessandinvolvementinEPICandtofurtherdefineitsaudience.Media:MediaincludedinthiscampaignincludeFacebook,anewTwitteraccount,andrevampingEPIC’sYouTubeaccount.EPIC’sFacebookpagedoesnotsendaclearmessageabouttheprogram.EPICstudentsarecurrentlyupdatingthepage,butthepageisinneedofamoreprofessionalappearanceandapproach.Similarly,EPIC’sTwitteraccountneedstohaveaprofessional,friendlymessagethatwillincludecurrentfactsandinformation,behind-the-scenesmoments,andreal-timeupdates.EPICisalsointheprocessofuploadingolderepisodesontotheirYouTubechannel,fromwhenitwasfirststarted.Wewillalsohelptoadvertisethese“retroEPIC”episodestocurrentstudentsandalumni.Thiscampaignwillalsoincludeambientadvertisements.WewouldliketopurchaseastampthathasEPIC’slogoonit.Thatway,EPICmemberscan“stamp”theirfriends’handsinordertoremindthemtowatchthelatestepisode.WealsowouldliketocreateT-shirtsforEPIC,pendingbudgetapprovalbytheCommunicationsdepartment.Mandatories:Therearemultiplemandatoryitemsthatneedtobeincludedinthiscampaign.First,EPIC’snamemustbeshownonallproducts.ItmustbeclearthatthecampaignisforEPIC.Second,thebudgetmustbeclearlydefinedandmaintained.DorieShelbywouldalsolikepreviousEPICmemberstobecontacted,informingthemofthe“retroEPIC”episodesthatwillsoonbeuploadedtotheYouTubepage.Shealsowantsustoincludeat-shirtdesign,withcostsandnumbersclearlyoutlinedinourbudget.Overall,thegoalistoincreaseawarenessofEPIC.Thismustbedone

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