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Project Brief (4 10) Project Brief (4 10) Document Transcript

  • Project BriefTo: Creative TeamFrom: Meredith HorriganDate: April 10, 2012Re: COSE Case StudyCC: Emily Boylan, Kayleigh Joyce, Mandy McCollum Please let me know if there are any additions, revisions or comments for this document.Project Name: COSE Case StudyProject Description: We have been charged with developing and recommending an integratedcampaign for the Council of Smaller Enterprises (COSE). We are encouraging COSE to reach outto an untapped audience by expanding its services to include a three-tiered program tailored tocollege students.Communication Objectives: Our objective is to increase awareness of all the programs andservices that COSE offers College level members.We hope to build perceived value inmembership, and to position COSE as the best development tool for undergraduate andgraduate students. Thus, student membership in the three tiered college student programsoffered by COSE will increase.Target Audience: Our target audience will be both college undergraduate and graduatestudents who are 18 to 30 years old. Also included in our target audience are universityprofessors, who are our best advocates. We hope this secondary audience will generate moreawareness of COSE’s offerings among our primary audience.CTB: Convince college students that COSE has the best tools to help them attain theirentrepreneurial goals and self-expression, and that COSE has already helped previous studentsreach self-expression and success. COSE will offer a new college student tiered membershipprogram. Services include: a new rewards and incentives program, student contests, and anintegration program that inserts COSE into their classrooms.Projected Timeline:Proposal – April XX Full proposal to client – April 27th
  • Deliverables:Print ad (8.5”x11”) highlighting a student testimonial, awebsite landing pagefocusing on the three tiers and its program offerings, concept board that showcases how COSEwith be utilized in the college classroom.