Hayleigh Walton, Dara Stevens, Suzanne Kozak

Creative Brief

1. Creative Strategy Statement

a. To persuade male college students that Habitat for Humanity will enrich their
moral beliefs because they will be making wise choices with their time by
volunteering.
2. Audience
a. The target audience for this radio campaign consists of male college students,
ages 18-24, that attend Virginia schools, commute to school and/or work. They
are living and going to school in the Northern Virginia area, Charlottesville,
Richmond, and everywhere in between.
b. The VALS group would be
i. Believers because they are morally driven and philanthropic.
ii. Experiencers because they make impulse decisions and spontaneous.
c. The geographic location of the target audience is the Northern half of VA
(Charlottesville- DC).
d. Our ad is also considering the secondary audience of friends and families that
may influence college students.
3. Competitors
a. Other philanthropic organizations that offer spring break trips. All inclusive
resorts that target college students.
4. What do you they currently think?
a. People respect HFH, but feel as though it is unattainable.
5. What do you want them to think?
a. We want the audience to think that this opportunity will benefit them more than a
typical spring break.
6. Why should they buy this brand?
a. We want the audience to buy this brand to enrich their moral beliefs.
7. What is the big message you want them to know?
a. Invest your time and energy and receive the satisfaction of helping someone in
need.
8. Determine the brand positioning
a. Philanthropic, non-profit organization.
9. What is the USP
a. Giving up time, get back satisfaction of helping your community.
10. What is the brand characters personality?
a. If our brand was a celebrity, it would be Ellen DeGeneres. The brand is others-
focused, selfless, compassionate, and enthusiastic.
11. What is the tone of voice?
a. Emotional blackmail and humor.
12. What kind of tactics?
a. A multi-voice radio ad with supporting SFX.
b. A TV ad in vignette form.
c. A pre-roll interactive ad.
d. A back cover magazine ad.
13. Think about what kind of campaign will generate press/buzz
a. A series of short comparisons calling into questions how you spend your spring
break. Each one would examine a different type of student who spends their
spring break a different way.
b. For the print ad, the copy can be the same for each version of the ad while
substituting the image for different poor decisions.
c. The interactive pre-roll also can create buzz on the internet.