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Create an advertisement and supporting Creative Brief

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Case Study of JL Brand Group

INTRODUCTION

Background Information

The JL Brand Group is a very modest media organization that operates independently and

focuses on digital photography and video production as its primary areas of expertise. They are

five filmmakers producing short-form online content, photoshoots, music videos, and

commercials. The firm has been operating for two years and has a client base that is continuously

expanding; yet, they are having difficulty acquiring new customers and developing their

business. The biggest challenge of the JL Brand Group regarding marketing is that their work

does not get sufficient attention. Prospective customers are not finding them, and the most likely

to employ them are not seeing their work. This prevents both of these things from happening.

The goal of communication efforts made by JL Brand Group is to raise the level of awareness of

the company's activities among prospective customers and the general public. They aim to

position the digital video and photography firm as a prominent provider of high-quality services

and raise brand recognition and boost sales. They want to be recognized as a video production

firm that is creative and original, and they want their work to be seen by the most significant

number of people possible. The JL Brand Group's innovative approach consists of producing

high-quality, unique video content that is entertaining and sharable. They want to produce unique

material compared to currently available, content that will grab people's attention and get them

talking about it, and stuff they can publish online.

The key idea conveyed by JL Brand Group in its advertising is that it is a forward-thinking video

and photography production firm that generates authentic material that is of the highest possible

quality. They want to prove that they are an organization that can and does perform above and
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beyond the norm. The JL Brand Group's support statement describes the company as a "very

small and independent media organization" that focuses on the production of photography and

digital movies. They are a team of five filmmakers that collaborate on advertisements, music

videos, and short films for the internet. They also cover parties, ceremonies, and other special

events. It's been two years since the company launched, and the number of happy clients keeps

growing. Due to its small size and limited funds, JL Brand Group faces difficulties. Furthermore,

they are compelled to adhere to certain technical standards and would want to maintain a

consistent tone and style throughout their work.

Analysis of Past Advertising

Over the last two years, the group has promoted itself using a strategy that is quite fundamental.

The name of the firm appears in the center of the advertisement, and to the right, there is a

picture of a group of young men who are happy and smiling, and the phrase "capturing memories

forever" is printed just beneath it. Over the last several years, advertising has had a great deal of

success in bringing in new customers. Despite this, the company must improve its marketing by

drawing attention to its competitive advantages, such as affordable prices, a wide variety of

products in its catalog, and attentive service. The company's marketing materials might benefit

from being more creatively original and aesthetically pleasing to separate themselves from their

competitors better.

Target audience:

Customers with a deep passion for either photography or digital videography would be excellent

clients for a company that specializes in offering either of these services. In addition, it is

designed for event organizers who want a method to remember all of the specifics of the events

they have organized in the past. People that fit these demographics have proved that they have a
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clear interest in, and a tendency toward purchasing, the products, and services offered by the

firm. This population segment is also more receptive to receiving promotional messages from the

firm.

Brief Description of Qualitative Research

The qualitative study aims to investigate the JL Brands Group's brand identity and the company's

core principles. We will conduct in-depth interviews with the workers at the firm to find out

what they think the company represents and how they expect it will affect the sector. In addition,

to get a more in-depth comprehension of JL Brands Group, we will watch how staff interact with

clients and review the company's older marketing materials. Both of these activities will be

carried out to gather information. As a result of my study, I want to give significant insights into

how the firm may better express its brand's identity to the general public via commercial

advertisements.

Primary Marketing Problem

JL Brands Group's key marketing challenge is that its products are not well recognized. For

increased sales, they need to raise the profile of their company's brand. JL Brands Group has stiff

competition and must differentiate itself to succeed. Our goal is to make a commercial appealing

to the broadest potential demographic.

II. CAMPAIGN OBJECTIVE(S)

In terms of advertising and promotion, the goals of this campaign are to raise the level of brand

awareness and brand recognition of the videography and photography firm, as well as to create

leads for new clients. These goals were decided upon after the findings of the scenario analysis

revealed that the firm has a relatively low degree of brand recognition and that prospective
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clients are not acquainted with the services that the company offers. The company's goal is to

broaden consumers' exposure to and familiarity with its products to expand its client base.

III. CREATIVE STRATEGY

The primary idea conveyed by the advertisement is that the business in question is an expert in

the fields of videography and photography, as well as an imaginative one and that it is able to

record cherished moments and times of significance for its customers. Our firm provides services

of high-quality digital photography and videography. We have a team of skilled pros who can

take pictures of your important occasions and transform them into memories that will last a

lifetime. The digital video and photography firm is a leader in providing services of the highest

possible quality. They offer a diverse selection of services that are suitable for a variety of

different events. The firm provides a comprehensive selection of services, such as photography

for weddings, parties, and family portraits. The commercial will highlight the company's

innovative approach to videography and photography and its ability to capture precious moments

and memories. Customers these days want to know more than what your firm looks like and

what it says it can accomplish for them; they want to experience it firsthand. As a result, we have

revamped our advertisement to include some of our most recent and noteworthy

accomplishments. We want to emphasize in the content that our firm is the greatest, that we

provide a wide variety of services, and that we are reasonably priced. Our company's

professionalism, dependability, and user-friendliness are the primary selling points. Our portfolio

of work, client testimonials, and competitive pricing will serve as visuals and supporting proof

for these claims. We will be able to home in on precisely what we want to portray in our

advertising campaign after we have completed our market research. We have decided to focus

our creative efforts on this specific medium since it offers the best balance of effectiveness and
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cost when addressing the people who make up our target audience. We created a campaign that

communicates its message effectively while also having a pleasing appearance by using layout

and advertising design concepts.

CONSTRAINTS

The advertising for the videography and photography firm should have a tone that is airy and

light since it is the style that best represents the company. It is important that the advertisement

be aesthetically attractive and that it emphasizes the company's capacity to seize great moments.

Any further information given in the advertisement must be concise and go straight to the point.

APPENDIX A

Advertisement/ Promotion

APPENDIX B
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The JL Brands Group used various tactics to achieve its desired position in the market, some of

which included emphasizing its years of expertise, innovative approach, excellent customer

service, and affordable rates. They also use various marketing methods to attract clients, such as

giving free quotations, organizing contests, and offering discounts on their products and services.

The study has a few flaws, the most notable of which are the limited sample size and the

dependence on secondary sources of information. The study reveals photography and video

production firms' tactics to place themselves in the market and attract clients to their services.