Advertising_Deli

Brainwave Advertising Group

“A sudden rush of inspiration”

Amy Helsel, Ali Curell, Caitlin Scully, Catia Ross, and Chelsea Scarff

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Table of Contents:

Creative Brief . . . . . . . . . 3

Overall Campaign Goals. . . . . . . 4

Target Market . . . . . . . . . 5

Advertising Budget . . . . . . . . 6

Media Schedule . . . . . . . . . 8

Social Media . . . . . . . . . 9

Birthday Promotions . . . . . . . . 10

Additional Promotions. . . . . . . . 12

News Print Ads . . . . . . . . . 14

Radio Treatment . . . . . . . . .17

Television Treatment . . . . . . . . 22

Television Storyboard . . . . . . . . 23

“Curiosity is the first step to discovery"

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Brainwave Advertising Creative Brief Art Institute of Seattle

2323 Elliot Ave. Seattle, WA 98121 P: 425.208.6432 E-‐Mail: [email protected]

(Please fill out the following questions with as much detail needed.)

I. What is the main purpose of this project? (Key benefit, main belief)

II. What is the Budget that should be maintained?

III. Who is the target market? Briefly explain what influences the customer base to buy.

IV. What advertising strategies are being used now? Which ones have worked and which ones have not?

V. Who is the competition and what is their current status in the market place? VI. Overall what is the client hoping to gain out of this experience? Medium: Variety as long as it’s creative. Start Date: 2/3/2011 Budget: Minimum Markets: Male 19-‐30’s Contact: Name: Max Heigh Email: [email protected] Additional information enclosed: Y/N Additional Comments (i.e. personal preferences, legalities, guidelines, etc.)

-‐Organization and timelines are of importance.

-‐Heavily involved in the art scene.

-‐Ideas should make sense with store.

-‐Creativity should be the guiding influence.

Account: Deli Boutique Job Number: 001

Date: 03/24/2011 Client: Max Heigh

The main purpose of this project is to promote Deli’s 2nd Anniversary party. Along with the party the advertisements should aid in kicking off the month of June to push merchandise during the in-‐between season to make room for fall. The secondary goal is to increase foot traffic and build a customer base. Each should be presented in a creative manner.

The overall budget should be minimal or free.

The target market is about 75% male and 15% female. They vary in ages from 19-‐mid 30’s. They adhere to a creative hipster style, or those heavily involved in the art scene. Ex). Graphic T’s, oxfords etc. Affordable quality, brand names, well rounded variety, and unique delicatessen image influence purchases. They also promote local Northwest artists in their gallery attached to their store; another influencing factor.

Current advertising strategies being executed are social media, blogs, and sales. All of which have been successful. Unsuccessful strategies to note were Newspaper and magazine ads.

Larger department stores are competition and remain successful in the market place. Deli is not in competition with smaller boutiques.

Our client is hoping to gain a reputable image and loyal customer base through advertising his services. Deli is based on creativity. It is of major importance that each advertisement is unique. Max wants his customers to feel that their dollars spent are an investment. Customers should appreciate the lengths Deli takes to promote clothes and underground brands. A mix between creative and simple, artsy and minimalistic are the common themes here.

Account Supervisor Approval

X_________________

Creative Supervisor Approval

X_________________

Client Approval X_________________

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OVERALL CAMPAIGN GOALS:

Our agency chose to use the advertising techniques that we did to improve the foot traffic and sales for our

client. With our print ads we believe that the unique appeal and the formal, but fun colors will draw in more

perspective buyers. We also believe that our radio and television ads will spread the word of the client’s

boutique, bringing in more consumers to Deli’s prime location on First Avenue. Items we used for some of

our more focused advertising points are our print ads for Deli’s birthday celebration. We chose to use a small

flyer, social media, and a drink coaster. These specific ads demonstrate Deli’s style and demographic, as well

as it’s excitement about the up and coming birthday event celebrating the second birthday of the small local

store. These forms of advertising are placed in locations that are popular and appealing to the consumer

market that Deli is trying to reach out to. We felt that the idea of a drink coaster for bars, cafes, and clubs

would be a clever way to advertise the event and the store in places where people would see it and be aware

of details about Deli Boutique. Further more, in our advertising the main selling points that we focused on

were the uniqueness of Deli’s identity, and the special promotions that the store brought in for the birthday

event. We used the boutique’s top selling brands and sponsors to promote the celebration of the store’s

second birthday. We also used the unique and stylish image that Deli created for it self. We then took some of

their more popular and successful advertisements and added some bold promotional points that could

increase the popularity and spread the word of mouth about the shop.

Brainwave Advertising

Max Heigh

Campaign Summary

Deli Promotional Material

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TARGET MARKET:

Gender: Male

Income: 50,000+

Age: 18 - 35

Education: College Level Education

Status: Single/ Dating Relationship

The Deli customer is male and between the ages of 18 – 35. He has some higher education or is in the

progress of pursuing his degree. The customer is also single and make $50,000 a year or higher. Since he is

single with a higher income, this gives him more spending money on clothing, entertainment and other items.

The Deli customer tends to be an early adopter and takes pride in looking good; therefore he wants the latest

clothing and enjoys being extremely fashion forward. He enjoys going out to clubs, restaurants and bars on

weekends with his friends, but during the week he is focused on his ambitions.


Max Heigh

Target Market


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ADVERTISING BUDGET:

Category: Estimated Cost:

Birthday Flyer 50-100,000 prints @ 4.25x5.5” = $16.00

Newspaper $200.00 a Print Ad

Coaster 5,000 square coasters = $0.20

Social Media $3,000-6,000 /month

Television $2250.00/$300.00

Radio $6000.00

*All costs are estimated

Birthday Flyer: To print 50,000-100,000 paper 4.25x5.5”(quarter page) flyers costs about $16.00.

Newspaper Print Ads: Depending on how often you would like the ad(s) to run and who you want to run

the ad(s) and what the size of the print(s) being run are, a local paper would charge an estimated $200.00 an

ad.

Promotional Drink Coasters: A package of 5,000 square cardboard coasters would cost about $0.20.

Social Media: Depending on the social network and what changes or upgrades you would like to edit on

your social media profile(s) the costs would range from $3,000 - $6,000 dollars for 3-6 months

($1,000/month).

Television: An average price for a local T.V. ad is about $300.00. The TV ad is going to be conducted the

same way that the Radio ad was done, by hiring students from the Art Institute of Seattle. A model call will be

sent out advertising that Deli is looking for models and they will be paid one hundred and fifty dollars a day.

A photographer from the photography program will cost $800.00, it will be a requirement that they have their

own equipment so that Deli is not required to pay for that. An editor will cost five hundred dollars. The

commercial would be run once during the 9:00 Q13 JOEtv program. It will be run three times a week for a

month. Information on the music royalties was unavailable, but if Deli is serious about running the TV ads

the information will be easily accessible.

Radio: The Radio advertisement will be done using students at the Art Institute of Seattle. Students at the

Art Institute are often at a professional level and just need work experience and an opportunity to get

something new for their portfolio. The voice for the radio ad would be done using the voice of a student in


Max Heigh

Suggested Advertising Budget


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the Audio program. They would be paid a total of three hundred dollars for their efforts and recording time.

Audio students at the Art Institute would do the recording for the radio advertisement. Audio students are

taught and have performed many recording tasks over their time at the Art Institute. They would be paid

ninety dollars an hour. The ad will be placed on Pandora, which is a $5000 minimum a month. We suggest

running this ad for a month total as it would give coverage and many new customers would learn about Deli

and it would not be way out of Deli’s price range.

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MEDIA SCHEDULE:

Title: Type: What:

The Stranger Print Local Newspaper

The Seattle Times Print Local Newspaper

Facebook Internet Social Media

Yelp Internet Social Media

Komo 4 T.V. Local Television Channel

King 5 T.V. Local Television Channel

Kiro 7 T.V. Local Television Channel

Q13 T.V. Local Television Channel

JoeT.V. T.V. Local Television Channel

KBKSFM Radio Local Radio Station

KNDD Radio Local Radio Station

KUBE Radio Local Radio Station


Max Heigh

Media Schedule


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SOCIAL MEDIA:

Social media in today’s world is extremely important and a great way to connect to a large group of people. Due to the fact that Deli’s target market is a part of the group that constantly uses social media it is absolutely crucial for Deli to keep all information current and to connect with Deli ‘s customers through these means. Below we will include the main points in which we think will help to advertise the store and increase foot traffic.

• Update status weekly- Updating the status will make Deli pop up on the main feed and people will see it automatically when they log in.

• Promote- Advertising the birthday sale and upcoming promotions through status’s. • Add- Add more photos of the store and merchandise so people can see what Deli is all about and

possibly have an item in mind when they enter the store. • Offer- Have a special promotion for people who become a fan on facebook. For example, ten

percent off their next purchase. • Advertise-Advertise to customers that Deli is on facebook therefore they can leave positive

comments and insight on the store. • Art- Based on Deli’s extreme interest in artwork, a monthly contest could be held where people

upload their photographs and a winner is picked and given a gift card or a special promotion.

Yelp is a website that allows customers to leave comments based on their expirience in the store. The stores can also add information that would help customers identify with the store. Below are some bulletpoints that will help advertise Deli and increase foot traffic.

• Make sure that all information is current and accurate. • • Provide pictures for the store and some of the merchandise. • Advertise that Deli is on facebook through this website and provide a link to Deli’s fan page. • Invite customers, friends and family to post comments on yelp so that other possible customers will

see the positive feedback and want to visit the store.


Max Heigh

Social Media


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APPEAL, APPROACH, AND FORMAT FOR BIRTHDAY FLYER:

APPEAL: The appeal for the birthday flyer falls under the belonging category. The front of the flyer is flashy

and eye catching. The bright colors draw in consumers, causing them to want to learn more. When they flip

the flyer to the back they can read all the details they need to know about the event. This flyer also offers a

sense of exclusivity with the guest because it is aimed toward the stylish, urban, affluent buyer. They also like

the offer of free drinks and one time only chance promotions, making them feel even more special just for

walking in the door. They feel loved and accepted by their peers because their crowd falls into the same

group.

APPROACH: The approach used in the birthday flyer is the straightforward approach. The flyer gives a

simple, direct message. It provides the consumer with the facts in a bright, catchy way. The flyer is small

enough to take with them in their pocket or purse after they pick it up so they can refer to the details when

sharing the information with their social group.

FORMAT: The format being used in the birthday flyer falls under two categories, the description format and

the suggestion format. The flyer uses the description format in the sense that the backside of the flyer tells the

guests what they need to know about the event. The flyer also touches on the use of the suggestion format.

The front of the flyer has a picture that displays a girl having a good time, implying that those who attend will

also have a good time.


Max Heigh

Birthday Flyer


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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

Deli Boutique

It’s our 2nd Birthday!

Come celebrate with us in our

store!

Where: 1307 First Avenue

Seattle, WA 98101

When: May 30th 2011 from

7pm-12am

What: For cocktails and

special in store promos available

one night only!

“Curiosity is the first step to discovery” www.deliseattle.com

!

Deli Birthday Anniversary Flyer Front Back


Max Heigh

Birthday Flyer


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APPEAL, APPROACH AND FORMAT FOR DRINK COASTER ADVERTISEMMMENTS:

APPEAL: The appeal that is associated with the coaster ads is social. It states the date of the Deli’s

anniversary festivities and tells the “drinker” to attend the sale instead of staying in. Social factors cause

people to do what they’re told so they feel involved, accepted, and approved. The coasters are made to make

people want to stop by the store so they can feel cooler and accepted into feeling like they are the ideal, high

status, Deli customer.

APPROACH: The approach of this ad is very straightforward. This seems to be the most effective and

simple way to set the tone of the advertisement. This ad just sets out the facts with a creative idea behind it,

having all the information presented on a beer coaster. This will be effective because the Deli customer goes

out at night to restaurants and clubs in the city of Seattle, therefore, the coaster will be right there for the

target market to see it!

FORMAT: The suggestion format is being used within the advertisement. It suggests that the customer check

out Deli’s Facebook page and invites them to the Deli’s anniversary sale festivities. The invite and ad in one

uses suggestion by promising art and alcohol, which can gain many peoples’ attention and make them want to

at least stop by and see what’s going on there. The format of the ad also represents a problem, in a way,

because it plays with the fact that the apparel store is often mistaken for a sandwich shop, but presents a

solution by refuting this misconception.


Max Heigh

Drink Coasters


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Sample #1: Sample #2:

Sample #3


Max Heigh

Samples of Drink Coasters


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APPEAL, APPROACH, AND FORMAT FOR NEWSPAPER ADVERTISEMENTS:

TREATMENT: Deli will be utilizing a strong publication that is local to the area of Seattle and who has a

similar target audience as the store itself. The name is The Stranger and the majority of their readers are

males’ ages 19-25 years old. It’s known in Seattle for its hip, adverse issues that Seattleites can trust. They

often offer bright, amusing articles that can be humorous and informative. It mainly targets affluent urban

consumers who have an appetite for what’s going on in the city. It reaches up to 437,200 readers for print and

its growing online version has approximately 865,725 readers.

APPEAL: The appeal for these two print ads is belonging. Their purpose is to make the customer want to

belong in this group of people that like to wear nicer, more stylish clothing. The quote at the top, along with

the images, was all used to add some mystery to the ads. When a customer sees the ads with the brands that

they carry also shown, they will be “curious” about Deli and this will make them want to come in and shop

more.

APPROACH: The tone of the way these ads are presented are considered Suggestion. They hint at the fact

that they carry some high end, fashion forward brands, yet they don’t give away too many details about the

store itself. They are supposed to make the potential customer curious; therefore they will come check out the

store because the ads invoke this feeling of mystery.

FORMAT: These ads are done in a demonstration format because the popular brands Deli carries are

presented. Also, the format would be considered symbolic. Since the slogan being used is “curiosity is the

first step to discovery”, it’s comparing how being curious can lead to discovering Deli and all the stylish

clothes that are sold there.



Newspaper Advertisements


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Newspaper Print Sample #1:

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!"#$%&'%(%)$*%+%',$-"+.%/01%2"'-3&4*%

55567+-$833#6-39:,+)$':;<!0=>$+**.$%

!

%



Newspaper Advertisements


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Newspaper Print Sample #2:

!

"#$%&'#()!*+,-!*.&!/01!23%&&43!56*,*!



Newspaper Advertisments


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APPEAL, APPROACH, AND FORMAT FOR RADIO ADVERTISEMENTS:

APPEAL - Mystery; the ad captures audience’s attention by creating a sense of mystery. The store and date of the party are all announced but it is up to the listener to search more into the event by visiting the website.

APPROACH - Suggestive; the approach this ad takes can also be categorized as suggestive.

FORMAT-Suggestive; the advertisement will merely hint at the party date and cause the listener to discover the proposal personally.

Deli’s audience is attracted to a hip urban style. They prefer a creative lifestyle and adhere to tasteful preferences. The radio advertisement will appeal to just this. The advertisement will be aired on stations that attract this demographic. The main focus of this ad is to promote the date of Deli’s anniversary party and encourage audience members to join in on the fun. The brands and lifestyle of Deli will be mentioned before the date of the party, defining its audience and position before the date to capture the listener’s attention.

MEDIUM (S) USED – INTERNET RADIO:

Option 1: Internet Radio

“Who’s listening? People of all ages. (Pandora users provide their ages when they register.) Pandora sells advertising time to local advertisers, national brands and direct marketers, matching messages to the streams of those Pandora users who fit the advertiser’s target audience. And while Pandora does offer a commercial-free version of its service (priced at $3 per month), more than 90% of Pandora users choose the free version which scatters a handful of ads across a typical programming hour.” 1The Deli radio script will be executed to local listeners. For example Pandora.com collects zip codes for each member who registers. Ads can be played directly to the targeted demographic through local listeners and music relevant to the deli consumer. For example Falling Horses, Drake, Kanye West, or stations playing similar genres. Pandora has also opened up its mobile advertising platform to small to mid-sized businesses. Advertisers need a minimum budget of $5k.

1 http://www.radiodirect.com/blog/ 1 http://www.gaebler.com/KBKS-FM-WA-Radio-Advertising-Costs++13746



Radio Treatment


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Option 2: Local Radio

Option 2 would allow Deli to advertise on local Radio matching the stores demographic on stations such as the ones listed below below during a desired timeslot.

KBKSFM 106.1 Top 40 Mainstream KNDD 107.7 Alternative KUBE 93.3 Rhythmic Contemporary

KBKS: “By advertising on KBKS-FM, you can reach a large audience of potential buyers in the Seattle - Tacoma, WA area. It is owned by CBS Radio. The radio station format is Top 40/CHR”2

KNDD: Broadcasts to the Seattle-Tacoma area and plays alternative rock.

KUBE: “KUBE-FM broadcasts to the Seattle - Tacoma, WA area. The parent organization for this radio station is Clear Channel Communications. The radio station format is Top 40/CHR music.”

*The estimated advertising rate for local radio is $209. Ad prices vary per station and may cost more or less in price.

DESCRIPTION OF SCRIPT: The overall theme of the radio advertisement should be related to the image of the store. The music used in the promotional Kfex video on the homepage of deliseattle.com and a fast paced collage of city sounds will be used as tasteful yet subtle audio for the commercial. The advertisement should not take away from the chic and hip image Deli displays. Therefore a sense of mystery and desire should be transmitted to listeners.

ALTERNATIVE RADIO ADVETISEMENT IDEA: Playing along with the curiosity theme the alternative advertisement could have a somewhat comical, twilight zone theme to it. This would be done by creating a curious situation and mysterious appeal through sound effects, song, and dialogue. The advertisement is promoting the anniversary party.

2 http://www.gaebler.com/KBKS-FM-WA-Radio-Advertising-Costs++13746



Radio Treatment


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DELI RADIO TREATMENT:

SFX/FU MUSIC BED

:0. 5 Sec (Skateboard trick sound leads into a progressive beat of city sounds with a steady fast paced clap throughout)

SFX :0. 4 Sec (All silent except a ticking bomb sound) ANNCR #1 : 1.5 Sec “BOOM!” (An attractive/intriguing urban male voice

yells at the end of bomb ticks.) ANNCR #1 :0. 9 Sec (Throughout the script the ANNCR #1 voice should

resemble that of a rapper, speaking each line with a steady slow rap feel, but not heavily) “A place where independent Northwest artists and progressive street lifestyle brands like RVCA, Naked and Famous, or Beautiful Decay collide redefining the word delicatessen”

ANNCR #1 :0. 7 Sec “Deli Boutique located by Pike Place in downtown Seattle invites you to celebrate the exclusive individuality that defines you”

ANNCR #1 :0. 4 Sec “So whether your style is fast paced like this?” MUSIC BED/FO :0. 5 Sec (Progressive beat of city sounds with a steady fast paced

clap) ANNCR #1 :0. 2 Sec “Or chill like this” FU/MUSIC BED/FO :0. 5 Sec (KFX Music administered from Deli’s home page plays.

Clip begins from the middle of song) F/U/ ANNCR #1/FO :0. 3 Sec “Deli offers a meal that feeds your needs” FU/MUSIC BED (quieter)/ ANNCR #1

:0. 9 Sec (Music is played immediately after F/O above. The music is played quieter for 5 seconds, and then as a background to ANNCR #1 lines) “5-3-0-1-1. Where will you be when the craving strikes? 5-3-0-1-1, save the date to satisfy your tasteful appetite, deliseattle.com”

SFX/FO/ANNCR #1 :0. 5 Sec (Everything is silent except the sound of a skateboard drop for 3 seconds, the SFX ends and the announcer begins) “Curiosity is the first step to discovery, deliseattle.com”

Brainwave Advertising Max Heigh Save the Date Deli Anniversary Promotion Appeal: Mystery Format/Approach: Suggestive : 59.5 Sec Radio


Radio Treatment


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APPEAL, APPROACH, AND FORMAT FOR TELEVISION ADVERTISEMENTS:

FORMAT: The format that goes with this TV ad is demonstration. It goes through the commercial showing

images of the store, the merchandise, and the models eating sandwiches, which ads a humorous element to

the company. Bringing some humor into the advertisement is important, because it shows that the company

doesn’t want to take things too seriously all the time. The demonstration format is about showing the product

off in action, which will be effective in showing customers what the store is really about: quality clothing, not

a sandwich shop!

APPEAL: The psychological appeal that is associated with this television ad would have to be recognition. This

is the chosen appeal because one problem that Deli faces is that their store gets confused as a place where

you eat, and it is still a small business. Therefore recognition will be an effective choice in getting the word

out about how Deli sells stylish clothing. Customers will be able to identify with the Deli logo that it is a place

for fashion and not food.

APPROACH: The approach that is presented through this ad is straightforward. This keeps the ad simple

and makes it very effective at getting the point across to the customer. The straightforward approach will be

the most effective way to introduce this business to the customer because Deli still remains a fairly newer,

small business and needs to increase their foot traffic and knowledge of the company to its target audience

and other potential customers. By showing the pictures of the store, people wearing the clothes, playing the

correct music, and mentioning the name of the store along with its location, keeps the TV ad’s style simple,

yet persuasive and relevant.



Television Treatment


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ALTERNATIVE T.V. ADVERTISEMENT IDEA: The ad will be in black and white. It will be similar to

our print ad where the two boys are staring down a grate. In the TV ad they will be in a city ally way; the

location will have a historic feel to it similar to Pioneer Square. They will hear music coming from the brick

wall, as they continue closer they notice a small little hole in the wall. One boy approaches and as his eye

peers into the hole, the scene quickly changes to a vortex. As the boy and audience members are sucked into

the scene it quickly changes and the boy finds himself viewing the inside of Deli. It won’t be just a normal day

at Deli it will be their anniversary party, images of well dressed people in Deli brands, and scenes of artwork.

Deli will be depicted in a very appealing way. Suddenly the vortex scene works in reverse and it is back to the

image of the two boys in the ally way. No words are exchanged just bemused expressions. There is a fadeout

and the screen goes black, in white writing it reads, “curiosity is the first step to discovery”. Below the quote

the Deli logo and contact information will appear.





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DELI TELEVISION TREATMENT:

Fade in LS: Downtown Seattle F/I Music

SFX

:04 (MGMT: Time to

Pretend) F/I

TRAFFIC

LS: Down First Avenue SFX :03 TRAFFIC

ES: Front of Deli SFX :02 BELL

WS: Register :02

MS: Nudie Denim Display :03

WS: Back of Store :02

WS: Window Display (models eating

sandwiches)

:05

WS: Window F/O Music F/O

SFX

:02 (MGMT: Time to

Pretend) F/O

TRAFFIC

F/O Black

Deli Logo

1307 First Ave.

Seattle, Washington

Male Announcer :06 “Deli Clothing Boutique.

Curiosity is the first step

to discovery.”

: 29

Brainwave Advertising Max Heigh Store Advertising Deli Boutique Promotion Appeal: Recognition Format/Approach: Straight Forward : 29 Sec T.V.




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TELEVISION STORYBOARD

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THANK YOU!

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