Creative Brief Direct Mail
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Nicole Lawrence Creative Brief- Trenton Area Soup Kitchen Direct Mail/Website McCann Erickson’s Role-Playing Approach 1. Who is my target? a. Adults 18 and older b. Younger college students in organizations like fraternities, sororities, honor societies, clubs, etc c. Church groups looking to do charity d. Older adults with disposable income; have extra money to donate e. Companies/corporations/businesses that would want to donate for a tax deduction/philanthropy 2. Where am I now in the mind of the person? a. Not very present b. No one outside the immediate area of Trenton or people who need to get food there know about it c. Not very big; minimal compared to bigger food banks 3. Where is my competition in the mind of this person? a. Other charities who are trying to seek donations from people b. Some of them are bigger and more broad c. Community FoodBank of NJ- bigger, does more, more prevalent d. When people think to donate food- type in food banks in NJ to a search engine, first thing that comes up 4. Where would I like to be in the mind of this person? a. Would like to be thought of as serving a lot of people b. In need every day, demand is growing c. First thing people in central NJ think of (top of mind) when they want to donate food/money d. Reputable, credible e. If you were in need, this is the local bank/soup kitchen you would go to to eat 5. What is the consumer promise, the “big idea”?
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Transcript of Creative Brief Direct Mail
Nicole LawrenceCreative Brief- Trenton Area Soup Kitchen Direct Mail/Website
McCann Erickson’s Role-Playing Approach1. Who is my target?
a. Adults 18 and olderb. Younger college students in organizations like fraternities, sororities,
honor societies, clubs, etcc. Church groups looking to do charityd. Older adults with disposable income; have extra money to donatee. Companies/corporations/businesses that would want to donate for a
tax deduction/philanthropy2. Where am I now in the mind of the person?
a. Not very presentb. No one outside the immediate area of Trenton or people who need to
get food there know about itc. Not very big; minimal compared to bigger food banks
3. Where is my competition in the mind of this person?a. Other charities who are trying to seek donations from peopleb. Some of them are bigger and more broadc. Community FoodBank of NJ- bigger, does more, more prevalentd. When people think to donate food- type in food banks in NJ to a
search engine, first thing that comes up4. Where would I like to be in the mind of this person?
a. Would like to be thought of as serving a lot of peopleb. In need every day, demand is growingc. First thing people in central NJ think of (top of mind) when they want
to donate food/moneyd. Reputable, crediblee. If you were in need, this is the local bank/soup kitchen you would go
to to eat5. What is the consumer promise, the “big idea”?
a. There are a lot of people who are in need and TASK seeks to feed whoever becomes hungry in the community, including you if you ever became in need
6. What is the supporting evidence?a. Charity Navigator, a charity evaluator, awarded The Trenton Area Soup
Kitchen (TASK) with its 6th consecutive 4-star ratingb. They won the Cheerios “Expressions of Hunger” Video Contest and their
faces are on the back of 150,000 "Expressions of Hunger" Cheerios boxes sold in Shoprite stores all over the northeastern US.
c. They are supported by local organizations such as Rider University, TCNJ, The Princeton Area Community Foundation, and the Inter Fraternal Masonic Relations Commission.
7. What is the tone of voice for the advertising?a. Hopeful, yet emotional
Nicole LawrenceCreative Brief- Trenton Area Soup Kitchen Direct Mail/Website
b. Possibly saying that at any point you to could need food, and TASK would be there for you.
Foote, Cone & Belding Strategy Model:
Could either be Quadrant 2 (high-importance with emotion)- depending on the amount of money or food donated or Quadrant 4 if you are not donating a lot of money or food. It is definitely emotional when deciding who to donate your money to because whoever you feel bad for at the time, you could feel inclined to give money to. When it is more money being donated, you start to think more and more about who you give it to.
