Creative Briefs

 

Preservation Durham Creative Brief

Client: Preservation Durham

  1. Why are we advertising?

To increase the number of yearly memberships and donor contributions at Preservation Durham.

  1. Who are we talking to?

Women and men who between the ages of 21-35 that are interested in learning, sharing and preserving the history of Durham.

  1. What do they currently think?

Historical preservation is boring and only meant for older generations.

  1. What would we like them to think?

Preservation Durham I not just about saving abandoned lots and rundown homes. It’s about connecting with your community and highlighting all the amazing attributes that make it beautiful.

  1. What is the most single persuasive idea we can convey?

Preservation Durham is more than just a nonprofit organization. It’s an integral part of the community.

  1. Why should they believe it?

Preservation Durham has been committed to maintaining and upholding the integrity and history for more than 40 years.

  1. Are there any creative guidelines?

There will be a combination of traditional and nontraditional marketing. Advertising efforts will be focused on radio and online outlets.

 

 

Durham Convention and Visitors Bureau

Client: Durham Convention and Visitors Bureau

  1. Why are we advertising?

To raise brand awareness for Durham and increase the number of visitors and tourists to the city.

as a top destination spot for tourists, visitors and residents.

  1. Who are we talking to?

The target audience for DCVB will be made up of women and men between the ages of 18-40. This demographic consists of individuals, who enjoy arts and entertainment along with local eateries and restaurants.

  1. What do they currently think?

Durham is a small city that has nothing to offer tourists and residents.

  1. What would we like them to think?

Durham is small city that has a lot to offer in education, arts, entertainment and eateries.

  1. What is the most single persuasive idea we can convey?

Durham should be considered as a top destination spot for tourists, visitors and residents.

  1. Why should they believe it?

Durham is a growing city that has turned neglected areas of the city into modern establishments that feature the best in arts, entertainment and culture.

  1. Are there any creative guidelines?

For DCVB marketing strategy most advertising will be executed through online platforms. This may include reaching out to consumers through online ads and social media.

 

 

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