The creative brief outlines The North Face's plan to launch a repositioning of their brand within the college market. The opportunity is to tap into the expanding college demographic with significant purchasing power. The objectives are to maintain and increase brand awareness as the outdoor apparel category leader while expanding related product sales. The communications will target college students as influencers, decision makers, and often purchasers. The tone should convey The North Face as the category leader known for quality, versatility, and comfort. The message is for students to trust The North Face's durable and sustainable products.

1. Creative Brief
Purpose:
(Why are we creating this communication?)
To launch a reposition The North Face brand within the college market.
Creative Opportunity:
(What is the opportunity to achieve something really impactful?)
The North Face’s new positioning within the college market gives us the opportunity to tap into
an expanding market with considerable purchasing power, furthering the recognition and growth
of the brand.
Assignment Elements Include:
 On-Campus University Ambassadors
 Print – Regional
 Print – National
 Online Social Media
 Interactive Media
 Television – Regional
 Television – National
 In-Store Promotions
 Event Sponsorship
Objectives:
(What do we expect this communication to achieve?)
Maintain and increase awareness of The North Face as the category leader for outerwear.
Expand awareness of related-product purchases in order to increase sales.
Communications Target:
(What is the target specific to this assignment?)
Focus heavily upon college market that are the influencer, decision maker, and at most times the
purchaser regarding product sales.
Tone:
(What attitude should this execution express?)
Category Leader. Youthful. Vibrant. Versatile. Comfortable. Quality.

2. Creative Brief
Key Consumer Opportunity:
(What insight can we leverage most successfully with the target market?)
The North Face will use their advantage as category leader to easily influence the college market
to think of and purchase its brand when making a buying decision. Do not focus as heavily upon
extreme sport scenarios in which products would be used. Instead make them more relevant to
college students.
Message:
(What do we want the consumer to learn, feel, believe?)
The North Face wants the consumer to know the durability and sustainability of its products and
believe that they can trust it as a category leader for outdoor apparel.
Reasons to Believe:
(List the specific reasons that support or substantiate the message and
insights)
The North Face is known for its innovative technology regarding product development. They
are a worldwide recognized brand.
Mandatories:
-The North Face logo and tagline, “Never Stop Exploring,” needs to be included in all creatives.