1. Jake Meinkoth
Creative Brief
Saint Louis Chess Club
What’s going on in the Market?
There are not very many chess clubs in the United States and the Saint Louis Chess
Club is one of the biggest in the country winning Best Chess City for several years.
Right now most of our customers either do not know how to play chess or they
think that the game itself is boring. We don’t have much competition when it comes
to other chess clubs since none can match are reputation. Are main completion are
the activities children are doing today like video games or hanging out on the
Internet.
Who is Your Target Audience?
Our main target audience is parents with children from ages 5 to 10. We want to
inform these parents that chess is fun and very beneficial. We want to show them
our after school program as well as classes we over. We also want to come of as a
fun exciting place for kids to get them excited about coming to the Saint Louis Chess
Club.
What is the Objective of the Ad?
Our main objective is to make chess look cool and fun for children. We also plan on
showing parents the many benefits that come from playing chess and being
associated with the Saint Louis Chess Club. We want to educate people about the
rules of chess and show how fun the game can be for people of all ages.
What is Your Key Insight?

2. The Chess Club of Saint Louis is a classy place. The interior is designed similar to a
chessboard with lots of open. There are plenty of tables both inside and out. The
Chess Club also has plenty of side classrooms. The insight is that parents who see
the chess club might b more likely to enroll their kids since they see it’s a safe fun
environment. With all of the events and activities going on children will see the
Chess Club as a fun place to go hang out with friends.
What is Your Support?
The Client has many classes for beginners all the way up to experts. These classes go
over everything from what each piece on the board does to different types of
strategies one can use while playing. The club also has people of different skill levels
so you can play against someone of your own skill instead of someone way better or
worse than you. Chess has been around for over 1500 years and has been enjoyed
by hundreds of generations.
What is the Brand Personality?
A Role model that children aspire to be