1. Client: ______ bike shop Date: 1/11/12
Project: 1 outdoor ad & 1 in-store poster
Job Number: 1
WHY ARE WE ADVERTISING?
_____ bike shop has just opened a new shop on Capitol Hill. It’s not like your typical bike shop, it’s actually
___________. They have ________, __________, and __________. Now we need to start drumming up business
fast.
WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH?
Outdoor ad is a pure brand awareness play. We need to simply let people know who ________ bike shop is and
what they offer.
The in-store poster is to promote their loyalty program. Customers get a punch card, and one punch for every time
they make a purchase or have a service provided (like a repair). 10 punches and they get a free tune up.
Note: this is not a very ad-savvy client (yet). They are familiar with traditional media, but not much else.
They insist on the outdoor execution, but seem open to alternatives to the in-store poster.
WHO ARE WE TALKING TO?
40% female, 60% male, 20 – 40 years old. Obviously bike riders. Live in or near the Capitol Hill area.
WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS?
_______ bike shop is the hot new place to go for bikes, accessories, bike repairs, and maintenance.
WHAT ARE THE REASONS TO BELIEVE THIS?
________ bike has great bikes, a stellar space, and highly-trained bike specialists.
ASSIGNMENT
1 outdoor ad to run on Capitol Hill
1 in-store poster to promote the loyalty card program
THIS MIGHT HELP
This site will show you what services _______ bike shop offers: http://www.greggscycles.com/
(For Agency Signature) (For Client Signature)
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