Brand Overview
Real Time Rehab (RTR) is a video-based physical therapy program, delivered on DVD and via the Web to patients who have been prescribed rehabilitation exercise after surgery or injury.
Project Background
RTR needed to generate interest in their product to physical therapists and physical therapy clinics before the launch of their DVD.
Strategy
Primary: Generate interest in the physical therapy communities.
Secondary: Generate physical therapy patient interest so that they will pull the product through the distributor channels.
Tactic
- Research physical therapy publications
- Write press releases for trade publications
- Write press releases for regional publications
- Find physical therapy professionals to write reviews on product
- Collect actual consumer and organization testimonials for endorsements
Media generated for Real Time Rehab
Creative Brief
Client Name: US Bank
Product Name: Online Banking
Prepared by: Chelsea McGuire
Project Background:
The project will feature US Bank’s online banking service. We are advertising online banking to generate increase existing customer usage, including bill payment and electronic statements. The expected results would be that more people will use US Bank online and convenient online banking service.
Advertising Strategy Statement:
Advertising will convince adults ages 30-60 that US Banking provides online banking and customer service that will be convenient to them.
Support will be that Spears and Associates ranked US Bank’s website as number-one Retail Internet Banking site.
Tone will be customer service and trust.
Campaign Theme:
The campaign theme positions US Bank as number one in customer service and online banking.
The tagline for the campaign is….
Problem Advertising Must Solve:
The key consumer problem that must be addressed is that waiting for your bank statement in the mail can take a month and calling the bank for information is a hassle.
User Value Proposition/Benefits
Primary consumer benefits are convenience and banking anytime anywhere (if there is a computer present).
Secondary consumer benefits are feeling secure and responsible.
Key Fact
What is the ONE thing we want to consumer to get from our ad? US Bank and convenient online banking.
Audience
Primary consumer demographics are men and women with families ages 30-60.
Primary consumer psychographic profile is people who are tech savvy and want fast hands on way to do their view and work on their banking.
Secondary markets include men and women 20-30 who have just left their parents house to start adult life.
Mandatory Items/Limitations
All advertising must include the logo and the subtitle “Five Star Service Guaranteed”. Web site and Spanish Web site.
No Limitations of the campaign.
Leaving the Nest newspaper full page ad layout
Go Paperless newspaper full page ad layout
Hablamos Tu Idioma newspaper full page ad layout
Brand Overview
The World's Fair is a gathering of people from many parts of the world, at which they demonstrate their products and their arts, and promote their homelands. The official World’s Fair expo began in the middle of the nineteenth century, when the industrial revolution was unfolding.
Project Background
Houston is bidding for the 2020 World’s Fair. The client wants to promote the idea to t
he residents of Houston to generate community support.
Strategy
- Create a fully integrated marketing campaign to promote Houston as the host of the 2020 World’s Fair
- Promote to politicians
- Promote to business leaders
- Promote to Houston residents
- Persuade target markets to promote the campaign
Tactics
- Billboards: Posted in high traffic areas around Houston
- Brochures: Sent to business leader
-Guerilla: Banners and stickers at shopping malls and high traffic attractions
-Press Releases: Sent to local and regional publications
Brand Overview
Allied Arts brings musical and cultural programs to OSU and the Stillwater community. This year’s line-up includes a jazz saxophonist, Chinese acrobats, an off-Broadway musical, a prominent string quartet, and a world-class contemporary dance company. The program is funded through student fees.
Project Background
Strategy
Create a strong online presence through social media to draw in OSU students.
Tactics
Examples;
Results
- Increase in student ticket sales (as of November 2010)
- Sell-out of Golden Dragon Acrobats show
See more and follow OSU Allied Arts @ http://twitter.com/OSUAlliedArts
Case Study
Billboard Concept Example:
Concept Example:
