This was a project I worked on in my creative strategy class. We had to come up with a creative brief and from that create a strategy. On this project I worked as the account planner.

1. Amanda Fabrycki-Account Manager Lacey Link-Account Planner Daniel Hazzard-Copy Writer Briana Romancier-Art
Director

2. AUDIENCE Growing millennials
● Live a little for Less
● Desire to explore wine
● Deeper understanding of wine subtleties

3. CHALLENGEWine is scary
● Audience wants to learn in their own way
● Lack of wine knowledge leads to feelings of inferiority
● Intricacies of wine are intimidating

4. INSIGHT Millennials crave the sophistication that sharing their
wine prowess brings, yet are resistant to being taught.

5. STRATEGY“Fancy without the fancy”
● Comfortable & Approachable
● Educational
● Open to all learning styles
● Sophisticated look & feel

6. SO, WHAT’S THE
CONCEPT?

7. Sheila’s a Bitch.

8. NAMING
SYSTEM

9. LET THE
DOGS OUT

10. FAUX
SOMMELIER

11. CHALK
TALK

12. WINE
PERSONA

13. DEFINITION:
1. A quality, meaning, etc., that is present but not clear or obvious
2. A low or subdued utterance or accompanying sound
3. An underlying quality or element; undercurrent

14. UNDERTONE
LOOK & FEEL

15. `1
GOALS Success will be measured by high attendance on
opening night (150+ people) and retaining these
customers for the future.

16. BUDGET Dogs (donation to Humane Society)……………………..$500
Dog Look-a-
likes………………………………………………….….$1,500
Dog Outfits (branded).............................................$150
Coupon Cards (5.47”X4.21”)...………………………..……..$17.49
Cost of Discount…………………………………………………….$1,750
Faux
Sommelier……………………………………………..…………$500
Chalk Artist…………………………………………..………………$175
Website…………………………………………...………………...$4,000
Total…………………………………….………………………..$8,592.49

17. SO, WHY
AGAIN?
Millennials crave the sophistication that sharing their
wine prowess brings, yet are resistant to being taught.

18. THANKS BITCHES.