1. Creative Brief
Client: ​To Your Measure
Account Manager: ​Lauren Grubb Account Manager Contact: ​lagrubb@syr.edu
Strategist: ​Tessa Latrenta Strategist Contact: ​tglatren@syr.edu
Objective
To Your Measure is advertising to increase awareness, reach new consumers, drive traffic to their
ecommerce site and ultimately increase sales.
Target
Female, working women 45+ who is in need of custom fit clothing.
$60,000 annual income, living in $300,000 homes, full or part time job
Older children, high school+
Feels that looking professional is key to success and struggles with finding the perfect outfits.
Enjoys traditional media such as TV at night and radio in the morning on her way to work.
Now spending more time on sites like Facebook and has even recently created her own instagram and
pinterest
Facebook is a place to connect with old friends and to gush about her children's lives.
Key Performance Indicators
Over the next 3 months we will:
Analyze traffic to the To Your Measures ecommerce site to see the change in unique visitors and
resulting business.
Review back end analytics for To Your Measure to develop new layout for website including keywords
for search engine optimization.
Analyze To Your Measures social media presence to increase followers and create more engagement
with posts.
Barriers
The lack of awareness is impeding the target from engaging with the brand.
Promise
To Your Measure creates high quality, personalized clothing that will give you an edge over the
competition and make you feel more confident about your appearance.

2. Placement
This content will live in the current newspaper ads and brochure the client is using. This will be
broadened to their social media presence on Facebook and eventually Instagram. Ultimately, this will
all be portrayed with the launch of their new website.
Character
classic and fashionable→ elegant, sophisticated, clean, simple,
Mandatories
TBD (Different mandatories will be created for each project… newspaper/ brochure, website, social)
Thought Starters
Redefine the brands image to match the essence of the clothing→ simple and elegant
No creative work can start until this is approved by a strategy director. Briefs should be a ​maximum​ of 2
pages (or one front and back).
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Director of Strategy Date