Campaign Portfolio

7/27/2019 Campaign Portfolio

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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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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

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Campaign Portfolio

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