Creative Plan - the Basics
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This is an example of creative plan. We'll use BestBuy as our client. The thoughts and ideas you find on this site are merely my personal opinions and do not reflect the views of any brands, company or organization that I am affiliated with.
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Creative Plan - the Basics
- 1. Creative Plan Creative Brief Jason | Leah | Lindsey | Tiffany
- 2. Content • Main product claim • Creative devices • Media • Special creative needs Creative Plan • Agency brief • Sample Artworks Creative Brief
- 4. Creative Plan • Main Product Claim • Creative Devices • Media • Special Needs of the Brand To be the Retail Brand of Choice via Guaranteed BrandExperience MESSAGE STRATEGY We’re here 4 ya’. BRAND CLAIM
- 5. Creative Plan • Main Product Claim • Creative Devices • Media • Special Needs of the Brand We’re here 4 ya’. Features Tone | Mood Convenience, Cheap, Reliable Young, Excitement, Fun
- 6. Creative Plan • Main Product Claim • Creative Devices • Media • Special Needs of the Brand Radio [campus & national] Newspapers [campus] Magazines [national] Social Networking [internet]
- 7. Creative Plan • Main Product Claim • Creative Devices • Media • Special Needs of the Brand Best Buy Campus Day [campuses nation-wide]
- 8. Creative Plan • Main Product Claim • Creative Devices • Media • Special Needs of the Brand Excitement World’s No.1 Brand 2010
- 10. Creative Brief What is the product/service? A specialty retailer of consumer electronics in the United States. Well-known for its specialization in consumer electronics ranging from the edge cutting digital gadgets to household appliances.
- 11. Creative Brief What/who are the competitions? Mass & Retail Market Online Shopping Sites
- 12. College Students [18-24 years old] Creative Brief Who are we talking to?
- 13. Creative Brief What consumers need or problem do we address? Best Buy to be the ONE-Stop Center that -Provide professional advice -Offer best price & value -Come together with installation -After-sale maintenance and support
- 14. Creative Brief What does the consumer think about us? •Professional Staff •Informative •Supportive •Expensive goods •Limited stocks •Small stores
- 15. Quick Analysis
- 16. Creative Brief What things do we want them to believe?
- 17. Creative Brief What can we tell to make them believe this? Create Awareness Active Not Passive
- 18. Creative Brief What is the tonality of the advertising? B2C [Business to Consumer] Youthful slang [We’re here 4 ya’.]
- 19. Sample Artwork
- 20. Printed Ad
- 22. Radio Ad Here at Best Buy we know students are working hard this semester. We want to help you out by providing you with the materials you need. With name brand products like Apple, Kodak, Maytag, Samsung, Sony, Whirlpool and more, you have a semester to look forward to. At Best Buy we're here for ya'. Make sure you also check our Facebook and Twitter page for more information on when Best Buy is visiting a campus near you. With great prizes, games, and giveaways you don't want to miss it.
- 24. Social Networking Sites Retweet this shoutout to 50 of your friends and win $ 100 Cash vouchers to your next visit at Best Buy! This is totally not a humbug!
- 25. Internet video
- 26. Media Production & Cost Print Ads • Campus papers [0.7 mil] • Mag. Ads [8.6 mil] Radio • Campus stations [0.5 mil] • National stations [5.3 mil] Interactive • Social Networking [0.2 mil] • Campus Day [1.5 mil]
- 27. Advertising & Integrated Brand Promotions Creative and Media Cost Planning Medium Specifics Description Location Duration* Cost-per-insert / Air session Unit Calculation Subtotal Magazine Ads People, Cosmopolitan, Women's Health, Men's Health, Sports, Digital Juice (Total: 6) To publish an 1/3 page size print ad in the stated magazines every month. Nation-wide - $80,000 (1/3 page) 1 insert every month 6x18x$80,000 $8,640,000 Campus Press Ads 2 Campuses per State Insert a 1/4 size print ad into campus newspapers/newsletters once a week. All 50 States - $200.00 (1/4 page) 1 insert per week 2x50x18x2x$200 $720,000 Internet/Social Networks Facebook & Twitter To run interactive ad at Facebook sidebar give out free $50 Best Buy coupon for the first 100 person to "like" and share the ad. Tweet Best Buy updates to Twitter and give out free $50 Best Buy coupon for the first 100 person to retweet the updates to their friends. Internet/ Nation-wide - Cost-per-click and Minimum Daily Budget - $ 1.00 (Estimated $200,000) + Facebook giveout: $10,000 + Twitter giveout: $10,000 1 for each social network ($200,000)+ $20,000 $220,000 Campus Radio Campus radio stations Air Best Buy campus campaign and promotions on campus radio for 18 months. Nation- wide/ 50 States 30 secs every air session $200.00 (30sec) 50 Airings 50x50x$200 $500,000 Radio Major radio stations like KIIS, which is based in L.A., Calif. Air Best Buy campus campaign and promotions on national radio for 18 months. Nation-wide (Major Citites) 30 secs every air session $1000.00 (30sec) 534 Airings $10 x$1,000x534 (days) $5,340,000 On-campus open campaign/ function Two universities from each State To organize a one-day outdoor event with games, giving freebies and Best Buy coupons, at the same time promotes Best Buy products. Nation- wide/ 50 States - Given budget: $10,000 per campus (excluding $5,000 give aways for each campus) 1 day per university 2x50x$10,000+ ($5,000x2x50) $1,500,000 Grand Total $16,920,000 *Total duration for the designated campaign is 18 months Balance $1,080,000 Budget for AD&Promo: $18,000,000 Budget for Production: $2,000,000
- 28. Media Planning Radio ad, Campus Press ad Best Buy Campus Day Mag. ad, Radio ad Social Networking Sites Promotions 18 Months [Fall – Spring]
- 29. Summary • Main product claim • Creative devices • Media • Special creative needs Creative Plan • Agency brief • Sample Artworks Creative Brief