5 C’s Understand the business problem and the personal character of your consumer BEFORE setting up the context of the C’s. 1. CATEGORY (ownership) Through the eyes of the consumer, in what category are you truly competing? 2. CULTURE (borrowing or sharing) Trends, social impact in the larger human and cultural context that impact or could impact you?
3. CONTENT (point of view) Brand strengths/weaknesses? 4. CONSUMER (mindset) Defining truths and desires of your target consumer? 5. Find the CORE CONFLICT Does conflict exist between your brand content and consumer mindset? Or cultural trends and consumer mindset? Or the overall category and cultural trends? Figure it out. This will become the core of your idea in the creative brief.
Creative Brief Why are we advertising? (What is the business problem? Is it something that advertising can actually address?) Organix Children’s Food Mom’s want to raise their children with a healthy lifestyle that nourishes their mind and their spirits, but they don’t always know how. We want to communicate the idea that with Organix organic children’s food, the choice to provide your children with healthy, organic food can be made easy and delicious as well.
What is the advertising trying to do? Must reflect the tension or challenge of the story. Get parents to develop for their children healthy, organic food habits for life by starting early on Organix.
Who are we talking to? Simple, short description. Granola crunching moms who want to raise healthy, happy kids.
What do we know about them that will help us? What is the core conflict that this brand is tapping into? These moms want the absolute best for their tots. Their kids have grown up on Baby Einstein, PBS, toddler play groups, and lots of personal love and care from Mom and Dad. This mom prides herself on running a happy, healthy house. You won’t find fast foot, Cheetos, war games, or violent cartoons in her house. She wants to provide her children with an environment that lets them be lively and inquisitive, making the most out of life. These moms try to instill in their children the idea that its important to look after your body and to feel good. While she enjoys cooking for her kids and family, her kids are both in school full time now and she can’t watch what they are eating at every moment. She wants them to form healthy eating habits that will foster their mind and growth as children but she doesn’t necessarily know how to do so without spending hours in the kitchen or hundreds at the local co-ops. …
… The kids in these families love to explore and learn and they need energy to keep up with their inquisitive minds. They enjoy reading, drawing and painting, singing, and the outdoors. While they have been taught that eating healthy is important, they are still kids, so they love things that are tasty and easy to eat. They are inspired by colorful images, fantasy, playful music, and the energy of other fun kids like themselves.
**** DEMOGRAPHICS ARE NOT ENOUGH INFORMATION FOR THE “WHAT DO WE KNOW ABOUT THEM” SECTION! In fact, the demos aren’t really all THAT helpful. The motivations, passions, thoughts, feelings that these people have (psychographics) are the important things for creatives to know. If you’re trying to help me create the ad and only tell me that the target is 35-45 yr old moms who earn $X, that doesn’t help me. I’m not 35-45, I’m not a mom, and I don’t have a job, so I need YOU to get inside their heads for me. (Tip: getting this info. might require some interviews, projective research, or reading.)
What is the main idea that we’re trying to express? (How the conflict will be resolved?) Organix is healthy food for a healthy mind.
KEEP THE MAIN IDEA SINGLE MINDED and NOT TAGLINE-ISH We are not going to use you as a copywriter, so get rid of your flowery, wish-I-was-a-poet language and keep it simple. Also, single-minded main ideas are essential because a product can’t be THE BEST at EVERYTHING and STILL BE LOW COST! (For example, if you were interviewing someone for a job and they said that they are a Copywriter, Art Director, Account Planner, Account Manager, AND a Media Planner, would you believe them for a second? Absolutely not. And consumers aren’t that gullible either. No one can be great at everything, and if they try to be, they’ll just be mediocre at best. Stick to the main benefit/value that will resonate with your target.)
Why should people believe us? Support your story, nothing else. Children’s bodies are different than adults and their developing organs are less able to eliminate harmful chemicals. Research also shows that pesticides can have a more harmful effect on their health and immune systems. Kids today are more likely to turn to snack foods than their parents did, but most snack foods contain high levels of salt, processed sugar, saturated fat, and food additives. Having your child eat organic food is the way to insure that your children are receiving the nutrition and fuel that they need to grow and learn. Organic foods have higher amounts of beneficial minerals, essential amino acids and vitamins, all which help develop sharp, inquisitive minds. Plus, organic tastes great, and now kids can eat organic meals, snacks, and treats easily and affordably.
Things to think about… <ul><li>Economic “Crisis” </li></ul><ul><li>People not trusting banks </li></ul><ul><li>Worrying about future/finances/children’s futures </li></ul><ul><li>Look at Press Releases </li></ul><ul><li>Read through their site </li></ul><ul><li>What services do they provide? </li></ul><ul><li>Who is using these services? </li></ul><ul><li>What are their motivations for using the services? </li></ul><ul><li>What are their aspirations/passions/thoughts? </li></ul><ul><li>What does U.S. Bank provide that’s “different?” </li></ul>