This is an example of creative plan. We'll use BestBuy as our client. The thoughts and ideas you find on this site are merely my personal opinions and do not reflect the views of any brands, company or organization that I am affiliated with.

1. Creative Plan
Creative Brief
Jason | Leah | Lindsey | Tiffany

2. Content
• Main product claim
• Creative devices
• Media
• Special creative needs
Creative Plan
• Agency brief
• Sample Artworks
Creative Brief

3. CREATIVE PLAN

4. Creative Plan
• Main Product
Claim
• Creative
Devices
• Media
• Special Needs
of the Brand
To be the Retail Brand of Choice
via Guaranteed BrandExperience
MESSAGE STRATEGY
We’re here 4 ya’.
BRAND CLAIM

5. Creative Plan
• Main Product
Claim
• Creative
Devices
• Media
• Special Needs
of the Brand
We’re here 4 ya’.
Features
Tone | Mood
Convenience, Cheap, Reliable
Young, Excitement, Fun

6. Creative Plan
• Main Product
Claim
• Creative
Devices
• Media
• Special Needs
of the Brand
Radio
[campus & national]
Newspapers
[campus]
Magazines
[national]
Social Networking
[internet]

7. Creative Plan
• Main Product
Claim
• Creative
Devices
• Media
• Special Needs
of the Brand
Best Buy Campus Day
[campuses nation-wide]

8. Creative Plan
• Main Product
Claim
• Creative
Devices
• Media
• Special Needs
of the Brand
Excitement
World’s No.1 Brand 2010

9. CREATIVE BRIEF

10. Creative Brief
What is the product/service?
A specialty retailer of consumer electronics in the
United States.
Well-known for its specialization in consumer
electronics ranging from the edge cutting digital
gadgets to household appliances.

11. Creative Brief
What/who are the competitions?
Mass & Retail Market Online Shopping Sites

12. College Students
[18-24 years old]
Creative Brief
Who are we talking to?

13. Creative Brief
What consumers need or problem do we address?
Best Buy to be the
ONE-Stop Center that
-Provide professional advice
-Offer best price & value
-Come together with installation
-After-sale maintenance and support

14. Creative Brief
What does the consumer think about us?
•Professional Staff
•Informative
•Supportive
•Expensive goods
•Limited stocks
•Small stores

15. Quick Analysis

16. Creative Brief
What things do we want them to believe?

17. Creative Brief
What can we tell to make them believe this?
Create Awareness
Active
Not
Passive

18. Creative Brief
What is the tonality of the advertising?
B2C [Business to Consumer]
Youthful slang [We’re here 4 ya’.]

19. Sample Artwork

20. Printed Ad

21. Printed Ad [cont.]

22. Radio Ad
Here at Best Buy we know students are working
hard this semester. We want to help you out by
providing you with the materials you need. With
name brand products like Apple, Kodak, Maytag,
Samsung, Sony, Whirlpool and more, you have a
semester to look forward to. At Best Buy we're
here for ya'.
Make sure you also check our Facebook and Twitter
page for more information on when Best Buy is
visiting a campus near you. With great prizes,
games, and giveaways you don't want to miss it.

23. Social Networking Sites

24. Social Networking Sites
Retweet this shoutout to
50 of your friends and win
$ 100 Cash vouchers to
your next visit at Best
Buy! This is totally not a
humbug!

25. Internet video

26. Media Production & Cost
Print Ads
• Campus
papers
[0.7 mil]
• Mag. Ads
[8.6 mil]
Radio
• Campus
stations
[0.5 mil]
• National
stations
[5.3 mil]
Interactive
• Social
Networking
[0.2 mil]
• Campus
Day
[1.5 mil]

27. Advertising & Integrated Brand Promotions
Creative and Media Cost Planning
Medium Specifics Description Location Duration* Cost-per-insert / Air session Unit Calculation Subtotal
Magazine Ads
People,
Cosmopolitan,
Women's Health,
Men's Health, Sports,
Digital Juice (Total: 6)
To publish an 1/3 page size print
ad in the stated magazines every
month.
Nation-wide - $80,000 (1/3 page)
1 insert every
month
6x18x$80,000 $8,640,000
Campus Press
Ads
2 Campuses per
State
Insert a 1/4 size print ad into
campus newspapers/newsletters
once a week.
All 50 States - $200.00 (1/4 page)
1 insert per
week
2x50x18x2x$200 $720,000
Internet/Social
Networks
Facebook & Twitter
To run interactive ad at Facebook
sidebar give out free $50 Best Buy
coupon for the first 100 person to
"like" and share the ad. Tweet
Best Buy updates to Twitter and
give out free $50 Best Buy coupon
for the first 100 person to retweet
the updates to their friends.
Internet/
Nation-wide
-
Cost-per-click and Minimum
Daily Budget - $ 1.00
(Estimated $200,000) +
Facebook giveout: $10,000 +
Twitter giveout: $10,000
1 for each
social
network
($200,000)+
$20,000
$220,000
Campus Radio
Campus radio
stations
Air Best Buy campus campaign
and promotions on campus radio
for 18 months.
Nation-
wide/ 50
States
30 secs
every air
session
$200.00 (30sec) 50 Airings 50x50x$200 $500,000
Radio
Major radio stations
like KIIS, which is
based in L.A., Calif.
Air Best Buy campus campaign
and promotions on national radio
for 18 months.
Nation-wide
(Major
Citites)
30 secs
every air
session
$1000.00 (30sec) 534 Airings
$10 x$1,000x534
(days)
$5,340,000
On-campus
open
campaign/
function
Two universities from
each State
To organize a one-day outdoor
event with games, giving freebies
and Best Buy coupons, at the
same time promotes Best Buy
products.
Nation-
wide/ 50
States
-
Given budget: $10,000 per
campus (excluding $5,000
give aways for each campus)
1 day per
university
2x50x$10,000+
($5,000x2x50)
$1,500,000
Grand Total $16,920,000
*Total duration for the designated campaign is 18 months Balance $1,080,000
Budget for AD&Promo: $18,000,000
Budget for Production: $2,000,000

28. Media Planning
Radio ad,
Campus Press ad
Best Buy
Campus Day
Mag. ad,
Radio ad
Social Networking Sites Promotions
18 Months
[Fall – Spring]

29. Summary
• Main product claim
• Creative devices
• Media
• Special creative needs
Creative Plan
• Agency brief
• Sample Artworks
Creative Brief

30. Thank You
Questions?