campaign portfolio
TRANSCRIPT
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Portfolio.(Carly Schleider) ([email protected]) (443.695.5811)
Contents
I. Nissan LEAF Media Plan(Complete media plan available upon request.)
a) Executive Summaryb) Situation Analysis
II. Burton Campaign(Complete campaign booklet available upon request.)
a) SWOT Analysisb) Target Overview
c) Creative Briefd) Creative Solution
III. Miscellaneous Creative Briefs a) Branson, MOb) FIAT Nuovo Dobloc) Dinosaur Barbecue
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Burton.
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Creative Briefs.
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Client: Dinosaur BBQ
What do we want the advertising to do? We want it to persuade consumers that
Dinosaur BBQ sauce is the best BBQ sauce on the market.
Who is our target? Thirty-one-year-old Mitch Hackshaw is a diehard barbecue fanliving on the outskirts of Jackson, Mississippi, where he earns his living as a construction
worker and makes roughly $30,000 a year. Being the self-proclaimed Honky-Tonk
King that he is, Mitch loves southern culture and wouldnt leave it for any sum of
money. He loves southern weather, hospitality, and most importantly, food. Mitch and
his biker friends have been known to ride their Harleys over 300 miles outside of Jackson
just to grab a bite at the latest side-of-the-road barbecue joint. When theyve found that
they all really love a place which rarely happens, since they are all very discriminating
critics they each get a tattoo to commemorate the fateful day. Neither Mitch nor his
good friends are married yet, and they cant imagine living a life where they werent
completely free to roam. Mitch has no reason to complain, though, because he does justfine chatting up girls over a couple bottles of Bud. Mitch worships Harley Davidson,
wears nothing but jeans, and, listens to Lynyrd Skynyrd.
What do they currently think? Mitch wont even touch the generic barbecue sauces and
rubs sold at supermarkets. He knows that theyre predominantly made from high fructose
corn syrup, and thinks they are a disgrace to the barbecue world.
What would we like them to think? We would like Mitch to think that Dinosaur BBQ
Sauce is the one legit BBQ sauce sold at supermarkets.
What is the single most compelling promise we can make them? Dinosaur BBQ
sauce is the choice sauce for true-blue barbecue people.
How do we make it believable? We make it believable by highlighting the authentic
history of the restaurant behind the sauce. Dinosaur BBQ started out as an off-the-road
venture of three biker-cum-barbecue fanatics who believed that bikers deserved a decent
plate of food. Before opening the first Dinosaur BBQ restaurant in Syracuse, NY, the
three guys spent five years traveling up and down the East Coast, where, with the help of
a 55 gallon drum cut in half, they slung BBQ at motorcycle shows, fairs, and festivals.
There have since opened two more restaurants in Rochester, NY and New York City.
Is there anything else worth considering that may help us get to great creative
work?N/A
Are there any executional mandatories? N/A