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BayROC Ad Strategy
This document provides a marketing strategy and advertising campaign for reusable bags. It begins with an overview of the problem - that women in the Bay Area support reusable bags but need motivation to bring them shopping every time. The objectives are to motivate these women to always bring reusable bags by emphasizing personal benefits. The creative platform discusses the negative environmental impacts of plastic and paper bags. It analyzes facts about reusable bag usage, consumer perceptions, and the target audience of Bay Area women. Compelling benefits of reusable bags are identified as environmental protection and style. The document concludes with scripts for TV, radio and print ads featuring upbeat messages showcasing positive aspects of reusable bags related to self-image and confidence.
