C R E A T I V E B R I E F
PROJECT: Neighborhood Parks Grants POS
ASSIGNMENT What, succinctly, are you asking us to do? Who are we trying to reach?
Create concepts for an in-store posters or other point-of-sale materials to inform
Starbucks customers that they can apply for neighborhood park grants
OBJECTIVE What specific results are we after, when must they be achieved?
We'd like 50% of customers to be aware of the program by July 1 (currently fewer than
10% are aware).
SITUATION What’s the current market environment, especially with competitors?
Parks are chronically under-funded due government budget cutbacks. In the spirit of
giving back to our communities and recognizing that parks, like Starbucks coffee shops,
are places for people to gather and relax, this program was created to make a difference
in the quality of these gathering spots. Starbucks will make 10 grants of $10,000 each to
organizations who have good ideas they’d like to implement to improve local parks.
AUDIENCE Who is this advertising aimed at? What are they like?
King County area Starbucks customers, especially those with children, as well as those
with a higher degree of social consciousness involved in volunteer action groups.
PROS & CONS List how our product/service stands with respect to competitors.
+ Parks always rank highly on citizens’ concerns about their cities, and are viewed as
essential urban amenities
- We need to be careful not to look too self-serving
STRATEGY “You should (action) (product) because (reason with NO conjunctions).”
Your group should apply for a neighborhood park grant because Starbucks wants to help
make your community a better place to live.
COPY POINTS Other things that should or could be mentioned.
Direct customers to starbuckslovesparks.com to download an application or ask at
counter at any Starbucks
TONE/PERSONALITY Describe the character of the advertiser vs. competitors
Friendly, compassionate, playful, and positive