Client: ​Guide Dog Foundation ​ Agency: ​Mark & Nicolette

Brand: ​Guide Dog Foundation​ Campaign deadline: ​04/20/2020

1.​ ​Why are we doing this campaign?​(​specific campaign objectives​)

We want to reach those who can direct blind and visually impaired individuals to our services and
increase community awareness. We want clients to feel a personal connection and feel safe with the
services we provide.

2.​ ​Who is our target audience​? (​audience profile)​

Our primary demographic will be caregivers between the ages of 30-60, in the northeastern area of the
United States. We are looking to target those from low to middle class backgrounds that would struggle to
afford guide dog services.

3.​ ​What is the key consumer insight?​(​core TA motivation/need relevant to campaign)

Most people who would take an interest are either in need of a guide dog or feel personally know
someone who could use our services. The motivation of all customers is the desire to make their life
significantly easier by obtaining a guide dog to assist with their everyday activities.

4.​ ​What is/are the main propositions/offers?​(​core message/s or offers​)

The main offer of the Guide Dog Foundation is that of well-trained, properly-behaved dog that will
continue to make life easier for those who are blind or visually impaired.

5.​ ​What is the convincing support for the claim?​(​credibility of the offer​)
The Foundation has also consistently received high marks from charity watchdog organizations, such as
Charity Navigator, the Better Business Bureau and GuideStar. maintains its training campus in Smithtown
on the original property. Also gives old photos and videos of happy clients.

6.​ ​a) ​What is the core brand positioning?​ (​what does our brand stand f​ or)
We want to focus on free, personalized services to all customers who need help with everyday activities.
“To improve the quality of life for people who are blind, have low vision, or have other special needs.”

​ b) ​Personality?​(​of brand​)
Brand competence and sincerity. We want customers to be able to trust and feel comfortable with our
brand and services.

c) ​Tone of voice of the campaign?​(​how we plan to talk to audience)​

Informational, personal, direct. We would like to communicate with caregivers of the blind and
visually impaired that we are a company that can be trusted, friendly, knowledgeable, and professional.

7.​ ​Any mandatories?​(​client or media or creative etc)​

Clients phone number, logo, and web address