C R E A T I V E B R I E F
CLIENT: Invisible Fence
PROJECT: Invisible Fence Print Ad
ASSIGNMENT What,succinctly, are you asking us to do? Who are we trying to reach?
Create a medium-size newspaper ad to encourage more homeowners to call for an
OBJECTIVE What specific results are we after, when must they be achieved?
We'd like to receive 200 inquiries that result in appointments within the next two months
SITUATION What’s the current market environment, especially with competitors?
Dogs are big right now, and lots of young families with dogs are moving into their first
homes. On the minus side, cheaper do-it-yourself dog containment systems are being
promoted by mass merchandisers, potentially siphoning off prospects.
AUDIENCE Who is this advertising aimed at? What are they like?
Your basic urban or suburban homeowner.
PROS & CONS List how our product/service stands with respect to competitors, both good and bad.
+IF is a recognized, national company; the creator of the category
+The local IF staff is personable, low-pressure, and knowledgeable, key difference from
other installers--they don't provide as much service after installation
+The IF system is highly reliable, installations are done professionally and are
guaranteed for one year (no other installer guarantees its system's containment ability)
+ Compared to fences, an IF system doesn't block views and often costs less
+ Compared to doing nothing, an IF system keeps dogs out of danger and trouble
-DIY systems are widely available and are relatively inexpensive
-The average IF system is several hundred dollars--makes sale a considered purchase
-Prospects tend to drag their heels if they don't make a decision to buy on the spot
STRATEGY “You should (action) (product) because (reason with NO conjunctions).”
You should call IF now for a free estimate because there is no more aesthetic way to
ensure your dog's safety.
COPY POINTS Other things that should or could be mentioned.
1) IF guarantees that dog will stay contained or money will be refunded within first year
2) System will prevent dog from being struck by a car, eliminate roaming into neighbors'
yards, trash cans, or prevent dog from trampling owner's flower beds, etc.
3) Professional installation assures that system will work properly and not disturb
TONE/PERSONALITY Describe the character of the advertiser vs. competitors
IF is friendly, straightforward, sensitive, somewhat unassuming, and definitely dog lovers
CLIENT APPROVAL: _______________________ DATE: _________________