Creative Brief Boyd Jahn Pancreatic Cancer Motorcycle Run fileCreative Brief Boyd Jahn Pancreatic...

Creative Brief

Boyd Jahn Pancreatic Cancer Motorcycle Run

Prepared by Cassie Jahn

1. Project Overview:

a. Client information and company/organization background.

The Boyd Jahn Motorcycle Run is a fundraiser that raises money for Pancreatic

Cancer research. The Run will have its seventh annual fundraiser this summer.

b. Problem/Opportunity/Current Situation.

BJMR is currently competing with multiple runs that raise money for different

cancers. BJMR wants a new, professional look to set them apart from other runs.

2. Goals/Project Objective:

a. What is the background information for the project?

The run organizer, Kris Jahn, has organized this event for the past six summers. She

has created the fliers, logos and shirt designs mostly by herself with some help from

friends. Jahn wants to see this campaign go from small and unprofessional to a

medium sized campaign with a clean design concept.

b. What are the specific event(s), program, image campaign, product launch, etc.

BJMR is a small annual motorcycle run that wants to see a change in its seventh

season. The image the organizer wants to create will be clean cut and appealing to

the biker community. The new campaign design will help the Run get a bigger and

better turn out in the end.

c. Specific marketing and creative goals.

The look of BJMR will be clean cut and simple to reflect the feel of the biker

community. Images used will catch the eye of the audience without being too flashy.

d. Specific tactics.

• Logo and Stationary- A simple and clean design using pancreatic cancers

color, purple, will be used on all logos and stationary. The logo will be a

motorcycle with the pancreatic cancer ribbon as the front wheel to let people

know what the run is sponsoring. With purple as an accent color, black will

be used as a main staple throughout the campaign. BJMR’s new logo will be

used on all materials having to do with the campaign. In addition to the logo,

the catch phrase “Come Ride for a Cause” will be featured on many of the

runs advertisements.

• Newsletter- A newsletter will be sent out to the bars the Run will stop at once

a year to let them know what the run is about and how much they raised in

previous years. In addition to being sent out to the bars, a virtual version of

the letter will be posted on the Run’s Facebook page. The letter’s focus will

be what the run is for, when it is happening and what happened in previous

years. The letter will feature the colors and logos used in the stationary. The

catch phrase for the campaign will be used also.

• Interactive Ad- Sent out it potential Run goers, the interactive ad will feature

the Run’s colors and logos to match the rest of the campaign. The ad’s goal

will be to make people more interested in what the Run is about as well as

giving them information for when and where it is. The catch phrase for the

campaign will be used also.

•Magazine Ad- Because BJMR is a small nonprofit, the magazine ad will be

run 3-6 weeks before the Run takes place. The ad will be 8.5 by 11 inches.

The ad will be small to save money and will be run in local magazines in

order to draw as many locals to the event as possible. Like all other materials

for this campaign, the ad will feature the same colors and logo. In addition,

the ad will feature a picture as the main feature. The picture will be of what

the bikers can expect to see on the run as well as an actual biker.

•Newspaper Ad- Local newspapers will be the focus for this campaign. The

ad will be 5.5 by 10 inches. Information about when the Run will take place

and what the Run is benefiting. The ad will feature the logo with information

at the top and bottom of the page. The ad will be slightly larger than those in

magazines to draw more attention. The same logo will be used. The catch

phrase for the campaign will be used also.

•Postcard- The postcard will be two sided and printed on 8 by 5-inch

cardstock so viewers can easily file it with other cards. The background of the

card will feature a picture of what the riders can expect to see on the run. The

card will be sent out closer to the Run date and include the date and time of

the run, what the run promotes and the first stop of the Run. This will be one

of the main promotions of the campaign as it will be closer to the run date and

will be the final effort to get participants. Because of this, the card will cost

more. The catch phrase for the campaign and the logo will be used also.

3. Audience:

a. Who are you talking to? In years past, the campaign has been focused on friends

and family of the Run’s organizer. In its seventh season, the campaign will still

focus on friends and family but will reach out to a larger audience in surroundings

communities to gain more participants. Because this is a motorcycle run, the

campaign will focus on bikers.

b. What are the specific demographics (age range, male/female, economic,

location, specific populations) and characteristics?

The target audience will be the biker community, male and female. There is no age

range for the campaign, biker’s children are welcome to attend the event. The areas

around the bars the Run will stop at will be target heavily for campaign ads. Friends

and family of the Run’s organizer will help in distributing material to surrounding

areas.

c. What do you know about the customers and what motivates them? As bikers,

the main motivation for the customers is a good time. The campaign will promote

the goods times that have been had in past years. Another motivation for the

customer’s is helping raise money for a good cause.

d. What additional information do they need to know? Participants will need to

know when, where and what they can expect from the Run.

4. What We Want to Convey:

The Run wants to convey a message of raising money and awareness to a deadly

cancer. With so many other benefits raising money for cancers, the campaign wants to

set itself apart and bring in more people.

5. What will Compel the Audience to Believe the Message:

Audience members will respond to this campaign because it is benefitting a good cause.

The simple and clean design of the campaign will help audience member’s in

remembering what the Run is all about which will in-turn lead to more response. After

attending the Run, audience members will get a sense that they have done something

good and will want to participate in the following years.

6. Creative Guidelines/Approaches:

a. Are there any mandatories for this campaign?

• Logo- The logo will be used on everything pertaining to the event.

• Colors- The official color of pancreatic cancer, purple, will be used

throughout the campaign. Black will serve as a main color and silver will

serve to complement the overall feel of the campaign.

o Purple: R-72 G-41 B-110

C-87 M-100 Y-24 K-12

o Black: R-3 G-0 B-0

C-100 M-100 Y-100 K-100

• Fonts- The fonts used will be simple and clean, complementing the overall

feel of the campaign.

• Catch Phrase- “Come Ride for a Cause”

• Website Information- www.boydjahnmotorcyclerun.wordpress.com

• Social Media

o Instagram- BoydJahnRun

o Twitter- BoydJahn_Run

o Facebook- Boyd Jahn Motorcycle Run

• Phone Number- 763.245.0937

• Address- 1234 Apple St. Omaha, NE 68104

http://www.boydjahnmotorcyclerun.wordpress.com/


Prepared by: Cassie Jahn

12/4/2016

Logo

Purpose: A simple and clean design using pancreatic cancer color, purple, will be used on all

logos and stationary. The logo will be a motorcycle with the pancreatic cancer ribbon as the

front wheel to let people know what the run is sponsoring. With purple as an accent color,

black will be used as a main staple throughout the campaign. BJMR’s new logo will be sued on

all materials having to do with the campaign. In addition to the logo, the catch phrase “Come

Ride for a Cause” will be featured on many of the runs advertisements.



12/4/2016

Business Card

Purpose: A simple white design will draw the audience attention to the main feature, the logo,

without taking away from the information provided. Information provided is that of the runs

organizer, Kris Jahn.

Boyd Jahn Pancreatic Cancer Run

kris [email protected]

1234 Apple St.Omaha, ne 68104



12/4/2016

Letterhead

Purpose: The letterhead will be sued to make the Run look more professional. A sleek design

will help the audience keep their attention on the body text while still having the impression of

pancreatic cancer benefit.


©Cassie Jahn

Kris [email protected]



12/4/2016

Newsletter

Purpose: A newsletter will be sent out to the bars the Run will stop at once a year to let them

know what the run is about and how much they raised in previous years. In addition to being

sent out to the bars, a virtual version of the letter will be posted on the Run’s Facebook page.

The letter’s focus will be what the Run is for, when it is happening and what has happened in

previous years. The letter will feature the colors and logos used in the stationary. The catch

phrase for the campaign will also be used.

1


What is it?The Boyd Jahn Pancreatic Cancer Motorcycle Run is a fundraiser benefitting the Pancreatic Cancer Action Network.

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Who is Boyd Jahn?Boyd Jahn was diagnosed with Pancreatic Cancer in 2009. Since his death in 2010 the Boyd Jahn Pancreatic Cancer Motorcycle Run has been working to improve the outcomes of other Pancreatic Cancer patients.

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©KPPhotography

Run honoree Boyd Jahn

“The Run is a great way to be with friends and raise awareness for an awesome cause.” -Kris Jahn, run organizer

The Who, What, When, Where and Why’s

2

Why Go?The run benefits a great cause and is a fun fill day for everyone involved.

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Okay, so... When and Where is it?The run will go to five stops on July 15, 2017. Rain or shine.

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©C

assie Jahn

The riders are ready for the first stop

“There’s just something about that eye twinkle, you know when he was up to no good!” -Ken “Hammer” Hammerlund, run goer and friend of Boyd

3

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2015

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A Look at Past Boyd Jahn Motorcycle Runs

2010-2016:

©K

ris Jahn

Kris Jahn and Steve Wong enjoy a beautiful 2012 Run.

4

Come Ride for a Cause!Where and WhenMonie’s Bar and GrillOmaha, Nebraska68104

Saturday, July 15, 2017Check-in starts and 10amKickstands up at Noon

Payment$15 per Bike or...$25 per Couple

Cash and checks will be accepted the day of the run.

Checks will be made out to Pancreatic Cancer Action Network and can be mailed, in advance, to Kris Jahn.

After PartyThe Run ends at the Ugly Bar in Bellevue, Nebraska with food and prizes.

Long Haired Delinquents will be performing 10 PM to Midnight

Social MediaTwitter: @BJMRFacebook: Boyd Jahn Motorcycle RunInstagram: @BJMRunSnapchat: Boyd_JahnMR

Contact UsKris [email protected]

1234 Apple St.Omaha, NE 68104

Boyd Jahn Motorcycle Run

Editor: Cassie Jahn

Contributor: Logan Back

Layout Design: Monica Houck

Photographer: Kim Pietrzak



12/4/2016

Magazine Ad

Purpose: Because BJMR is a small nonprofit, the magazine ad will run 3-6 weeks before the Run

takes place. The ad will be 8.5 by 11 inches. The ad will be small to save money and will be run

in local magazines in order to draw as many locals to the event as possible. Like all other

materials for this campaign, the ad will feature the same colors and logo. In addition, the ad

will feature a picture as the main feature. The picture will feature scenery from a previous run

as well as an actual biker.

No City LimitsNo Rider LimitsNo Donation LimitsCome Ride for a CauseBoyd Jahn Pancreatic Cancer Motorcycle Run

©DarrellRichards



Newspaper Ad

Purpose: Local newspapers will be the focus for this campaign. The ad will be 5.5 by 10 inches.

Information about when the Run will take place and what the Run is benefiting will be featured.

The ad will feature the logo with information at the top and bottom of the page. The ad will be

slightly larger than those in magazines to draw more attention. The same logo will be used.

The catch phrase for the campaign will also be used.

Come Ride for a Cause

All proceeds beneift the Pancreatic Cancer Action Network

For more info contact Kris Jahn at [email protected]

$15 per Bike or$25 per Couple



Postcard

Purpose: The postcard will be two sided and printed on 8 by5-inch cardstock so viewers can

easily file it with other cards. The background of the card will feature a picture of what the

riders can expect to see on the run. The card will be sent out closer to the Run date and include

the date and time of the run, what the run promotes and the first stop of the Run. This will be

one of the main promotions of the campaign as it will be closer to the run date and will be the

final effort to get participants. Because of this, the card will cost more. The catch phrase for

the campaign and the logo will also be used.

No City LimitsNo Rider LimitsNo Donation LimitsCome Ride for a CauseBoyd Jahn Pancreatic Cancer Motorcycle Run

Saturday, July 15thCheck-in at 10am

Kick Stands Up at Noon©DarrellRichards

All proceeds benefit the Pancreatic Cancer Action Network$15 per Bike or$20 per Couple

Monie’s Bar and GrillOmaha, Nebraska68104

U.S. PostagePaid Permit #

9876

Darrell Richards1234 Orange St.Omaha, Nebraska68182



Interactive Ad

Purpose: Sent out to potential Run goers, the interactive ad will feature the Run’s colors and

logos to match the rest of the campaign. The ad’s goal will be to make people more interested

in what the Run is about as well as giving them information for when and where it is. The catch

phrase for the campaign will also be used.

Saturday, July 15thCheck-in at 10amKick Stands Up at Noon

Monie’s Bar and GrillOmaha, Nebraska68104

Come Ride for a Cause!

All proceeds benefit the Pancreatic Cancer Action Network

$15 per Bike or$25 per Couple

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