i3 Business Solutions Cloud Campaign

Creative Brief
Overview Objective/Purpose Target Audience Bottom Line Supporting Rationale Creative Development Assistance Schedule

The following creative brief includes insights into consumer behavior and reflects contemporary media consumption: social media, TV, print and digital. Client / Client Contact Information: i3 Business Solutions 560 5th St NW #404, Grand Rapids, MI 49504 (616) 719-4100 Project Contacts: Mike Ritsema, mritsema@i3bus.com Kathy Labozzetta, klabozzetta@i3businesssolutions.com Catherine Cameron-Heldt, ccameronheldt@i3businesssolutions.com Project: Advertising campaign highlighting i3 Business Solutions cloud services (Cloud Campaign) Prepared By: 834 Design & Marketing Kim Bode, kim@834design.com Telly LaForest, telly@834design.com Marie Brown, marie@834design.com

Background: i3 Business Solutions (i3) is a consulting firm that provides information technology (IT) and computer networking services to small- to mid-sized organizations in the West Michigan area. Based in Grand Rapids for more than 20 years, i3s services and solutions include total information technology outsourcing and managed services, cloud computing, server installation, network management, disaster recovery, network security, backup services and IT staffing. The cloud campaign will highlight i3 Business Solutions cloud services, and the benefits of transitioning personally and professionally to the cloud. As defined by PC Magazine, cloud computing is hardware and software services from a provider on the Internet (the cloud). Cloud computer comprises software as a service, infrastructure as a service and platform as a service. Please see Appendix A for an infographic demonstrating the growth of cloud services in recent years.

Objective: The objective of the i3 cloud campaign is to encourageing small- to mid-sized business owners to transition from their data current technology services to a cloud-based system. This will be done through an advertisingement campaign showcasing the benefits of the cloud for businesses, ranging from security to accessibility.

Target Audience: Theis campaign will be aimed exclusively at small- to mid-sized businesses in West Michigan currently using i3 Business Solutions, or another information technology service provider those without an IT firm or those currently utilizing a firm other than i3 to assistfor their business technology needs. The primary target audience is small- to mid-sized business owners looking to improve their current technology serviceswho need to make sure their data or intellectual property is protected, with access to it anytime and anywhere. . These individuals are seeking cost-effective means to run their business (and potentially rightsizeright size it) through a smooth, simple transition.

The Bottom Line: i3 Business Solutions will make your businessassist your business in transitioning to the cloud andtransition a smooth, simple step to better security, increased accessibility, endless storage and an easier means to do conduct business.

Supporting Rationale: We want to position the cloud as a necessity for all businesses, not an option. 1. i3 Business Solutions can assist with your cloud transition, making it smooth and secure for your business endeavors. 2. i3 Business Solutions can help your business determine which cloud is best for you. Thats right; you have options. 3. Transitioning to the cloud offers your business increased security, accessibility and data storagevirtually. Any time. Anywhere. Always.

Creative Development Messaging & Schedule Assistance: Key messaging points for the proposed advertising concepts include the following: 1. 2. 3. 4. 5. 6. Travel smart. Travel light. The Cloud. The Cloud: Because your floppy is so 1986. Your data. Everywhere. Some things get better with age. The Cloud. Less weight. Less worry. The Cloud. Laptop optional. Weight loss guaranteed. The Cloud.

Schedule: January 29 Client creative and media presentation; client revisions submitted by end of day January 30 Client revisions provided by 834 for concept finalization February 1 Cloud campaign launch

Concepts:Concept 1 Planes, Trains and Automobiles

Weve all been there stuck in traffic, delayed in a terminal, frantically staring down the street for the bus that may never come. The worst part? Your computer (and the files needed for the deadline your boss just dropped on you) is packed away in the trunk or collecting dust at the office you just left so close, yet so very far. What do you do? With i3 Business Solutions cloud services, struggling to access your data is no longer, well, a struggle. The cloud allows unlimited data storage for all your important documents, music, videos and more. Dont let traffic or tardiness delay your next project. Access what you need, when you need. Any time. Anywhere. Possible Taglines: 1. Your data Any time. Anywhere. 2. Your data The access is endless.

Formatted: Font: Century Gothic

Concept 2 The Progression of Data

Remember notebooks and pens? Floppy disks? CDs and flash drives? For centuries, our data has been transferred to a tangible object for storage. The storage units keep getting smaller (how convenient!) and way easier to misplace. Storing your files is great, and backing them up on a separate storage unit even better, but what happens when both are lost to the wind (or the disaster you call a home office)? Your data deserves better. With a business thats progressing, its only fair to help your data do the same. i3 Business Solutions cloud services grant you endless virtual storage, increased accessibility and greater security for your intellectual property. No more transferring files to the newest digital storage unit or trusting you wont misplace the thumb drive housing your entire professional portfolio. Forget progressing forward; its all about progressing up. Possible Taglines:

1. The Cloud: Because your floppy is so 1986. 2. Some things get better with age. The Cloud.

Formatted: Font: Century Gothic Formatted: Normal, No bullets or numbering

Concept 3: Everyday Carry

We all have things we cant leave the house withoutwallet, purse, lip balm, keys. Perhaps they are conveniently located by your morning exit or drive shotgun in your car each day. These items are your everyday carryunique, individualized and tailored to your needs. What about your digital must-haves? Do you carry more than one at a time? What happens if you forget one at home? With i3 Business Solutions cloud services, you never have to stress about forgetting something important on your way out the door. If you need something, its in your clouda piece of your everyday carry (without the extra weight or worry). Youll be feeling light as, well, a cloud.
Formatted: Normal, Space After: 0 pt, No bullets or numbering

Formatted: Font: Century Gothic, 10 pt

EXPLAIN THE CONCEPTS HERE. I would save as jpgs, insert image and underneath explain the concept. That is the main point of the creative brief. Possible Taglines:

1. Less weight. Less worry. The Cloud. 2. Laptop optional. Weight loss guaranteed. The Cloud.
Formatted: Font: Century Gothic Formatted: Normal, No bullets or numbering

Formatted: Font: Century Gothic

Appendix A
The provided infographic displays the growth of cloud computing as a means of virtual data storage. A similar infographic can be created to highlight your service offerings with the cloud. Possible themes including which

type of cloud best suits which type of business and how to transition to the cloud. Source: Awesome Cloud Services, LLC I like this infographic, What if we customized one for i3? It could go on their landing page, as a download?