Creative Briefs

Shannon Kluss Portfolio

Spring 2011 J444 Ad Account Mgmt

Shannon Kluss Professor Sheehan Agency Account Mgmt May 3, 2011

Dannon Case Study

Objective: To increase awareness about the health benefits of eating yogurt as well as the social benefits associated with the Dannon brand. Target Audience: A 45 year-old mother of three who is always on the go. She encourages a healthy and active lifestyle for her children and husband through exercise and balanced meals. Although she is very health conscious, she rarely has time during her busy day to chop up veggies and toss a green salad for herself, so she usually resorts to something quick and pre-made. She is very active within her community and often volunteers at the local food bank. What They Think: When I have the urge for a quick and healthy snack for me or my family the first thing I usually think of is a piece of fruit. What We Want Them To Think: Dannon yogurt products come in all different flavors, types, and sizes that fit each person in my family’s needs. The active cultures, milk, and fruit ingredients offer the perfect healthy snack. No only is it nutritional for me, but its helping people in areas who need health benefits the most. CSR: Dannon U.S. will continue to collaborate with UNICEF in efforts to promote “1 Liter for 10 liters” (or some other similar initiative). The idea is to offer consumers the chance to directly contribute to a major health-related cause by purchasing Dannon products. A percentage of the contributions would go towards the UNICEF project, which would allow Dannon to measure the campaign’s success. The campaign would run seasonally, opposite of Yoplait’s campaign, which would be less costly than running a yearlong initiative for the national brand. The promotion would be limited to Proactive Health products in attempts to promote health benefits here at home as well as all over the world. Single Most Important Thought: I can feel good each time I eat Dannon yogurt because I know that it offers health benefits for more people than just me.

Shannon Kluss Professor Sheehan Ad Account Mgmt April 13, 2011

The Fashion Channel Case Study

Objective: To differentiate The Fashion Channel from its competitors and increase viewership among a younger consumer segmentation. Target Audience: Women aged 18-34 in the Fashionista’s and Shoppers/Planners clusters. A young professional woman living in an urban city who prides herself on being the life of the party wherever she goes. She is single with no children and can afford/enjoys to spend time and money on herself and her appearance. She is always quick to try out a new restaurant or clothing boutique that has been recently reviewed on a blog that she subscribes to and is eager to report back to her friends. Targeting the Fashionista and Shoppers/Planners clusters allows TFC to target a wider audience, and increase their viewership within their desired age range. These ideal demographics could produce better ratings and more revenue for the network. What They Think: The Fashion Channel has good programs, but I sometimes forget about it, especially when there are similar programs on other networks that I already watch. What We Want Them To Think: TFC always has the most up to date and entertaining fashion programs on television that I cannot find on any other channel. Fashion is an important aspect in my personal and professional life and I feel knowledgeable and appreciative about current trends after watching their programs. Single Most Important Thought: The Fashion Channel is the best network for fashion information and entertainment because it provides me with information that I cannot get anywhere else. Support: GFE’s marketing research suggests that other networks are receiving favorable demographics in comparison to TFC.

Shannon Kluss Professor Sheehan Agency Account Mgmt April 24, 2011

Metabical Case Study

Objective: To create awareness about the health benefits of Metabical among the overweight segment, and to persuade health care providers that it is a necessary weight-loss drug for their patients. Target Audience: • End consumer – A 50 year-old woman who is overweight but who doesn’t seem to be

concerned about her health unless she experiences directly associated complications. Her husband and children are also considered overweight, and although she feels self-conscious at times, she has grown accustomed to her appearance. She attempted dieting 15 years ago after her last child was born but gave up when she didn’t see results.

• Health Care Providers – Providers who are geographically accessible and responsive to drug-rep visits, but also specifically targeted offices that are in lower socio-economic areas where obesity is highest.

What They Think: • End consumer – I am aware that I need to lose weight but I do not have the motivation to find a

weight-loss program and go through with the process. • Health Care Providers – We are very concerned about the health of our overweight patients and

the growing epidemic. We love the initial results that we have seen from clinical trials of the prescription drug, but we are not sure if it is worth the cost if our patients regain the weight after the treatment.

What We Want Them To Think: • End consumer – Metabical has changed my life by allowing me to lose weight safely and

effectively. The once-daily pill was easy to manage and the supplementary support program felt customized to my needs. I feel like a new person and I want to continue my healthy new lifestyle.

• Health Care Providers – By providing our overweight patients with Metabical we can help prevent many serious health complications that are caused by obesity. The prescriptions will be cost-effective because we will not have to pay for obese-related medical procedures in the future. Metabical is FDA approved and regulated, and its negative side effects are minor in comparison to the over-the-counter weight-loss drugs currently on the market.

Single Most Important Thought (customer): I feel better about my body image and myself because Metabical helped me lose my excess weight Single Most Important Thought (health care provider): Losing weight is tough. You don’t have to do it alone. Let Metabical and your health care provider start you on the road to a healthy weight and better life. Support: Seventy percent of surveyed respondents said they were unhappy with their weight, and yet less than twenty percent said they would be willing to purchase the product “out of pocket.”


Noreasters Case Study

Objective: To create awareness about Springfield’s new professional minor league baseball team and distinguish the team from other sporting opportunities. Target Audience: A 30 year-old blue-collar worker and Springfield native. He is a father of three active boys and he has been their team coach at one point or another. He is always looking for a fun activity to do with his family that is price friendly but high energy. Since he never went to college he has no attachment to any of the local college sports teams but he does want a professional team to feel connected with. What They Think: If I wanted to go to baseball game I would probably just go support one of the local high school or college game because that’s what we have always done in the past. A professional team would probably cost my family a lot more money than I really want to spend. What We Want Them To Think: Going to a baseball game is a great family friendly and affordable way to spend an evening. It’s an experience that everyone can enjoy, and we can feel like we are part of part of the team. Single Most Important Thought: Springfield’s Nor’easters baseball games are an incomparable experience because they offer a sense of local entertainment. Ticket Sales: Focus marketing on group sales ie: little league, high school teams, office co-workers)

Shannon Kluss, Ad Account Mgmt April 10, 2011

TruEarth Case Study

Objective: To create awareness about TruEarth’s new pizza kit product and position the product line as an extension of the healthy and trusted TruEarth name. Target Audience: A 35 year-old suburban mother of two who is always on the go. She encourages a healthy and active lifestyle for her family and herself by exercising several times per week. She often feels guilty for not having the time or energy to prepare home cooked meals for her family every night, and is therefore is willing to spend a little extra money to ensure that her family is eating right. She also wants to feel involved in the preparation of her family’s meals even is if she doesn’t have the time to start from scratch. What They Think: Pizza is a carb-heavy, unhealthy meal. Making my own seems like a lot of work because I would have to buy all the ingredients separately. When I am craving pizza the first thing that comes to mind is ordering a delivery pizza because it is convenient and I can add whatever I want. What We Want Them To Think: TruEarth pizza is a quick and healthy option that is fresh and tasteful. It is a complete meal that is easy to grab at the supermarket because all the necessary ingredients are packaged together. I can also customize my pizza to my own tastes by adding any of their healthy sides. Single Most Important Thought: I can feel good about eating TruEarth pizza because it’s fresh food that I easily prepared myself. Support: Using BASES marketing research, forecasts and consumer surveys illustrated that people would be 17% more likely to eat TruEarth pizza in their future pizza-eating occasions.


Saxonville Sausage Company Case Study

Product Name: Primo - Research shows that consumers prefer to buy Italian Sausage with an Italian name, however using “Italian’s Best” when the product comes from Ohio seems a little too contradictory. Objective: Create awareness among consumers about the new national product line of Saxonville’s Primo Italian Sausage, and inform Italian sausage users about the advantages Primo will bring to their household. Target Audience: A 35 year-old wife and mother of two children. She acts as the head of household, primary shopper, and personal chauffeur to her family. Her afternoon routine includes picking up her kindergarten son from after school care, dropping off her 6th grade daughter at soccer practice, and somewhere in between there trying to plan out what she will cook for dinner that night. Before having children, she had graduated with a B.A. in business and was a marketing executive at a west-coast athletic apparel company. She idealizes her own happy household memories around the dinner table, however she feels that she never has the time or the creativity to get a quality meal on the table that everyone enjoys. What They Think: I am not a great cook but I hate using pre-packaged meals for my family. Italian sausage is something that I use from time to time, but I don’t know what more I can do with it to keep my kids entertained with the idea. What We Want Them To Think: I can make any dinner a delicious meal using fresh Primo Italian Sausage. It’s not only easy to combine with other household ingredients, but its something that both my husband and my kids will actually enjoy. Single Most Important Thought: Using Primo Italian Sausage in my home-cooked meals makes me feel like a better wife, mother, and chef. Support: Saxonville is a well-established brand that provides quality products. Focus group research shows that consumers felt it was easy to use and they received positive feedback from their families. Seventy two percent of respondents said they would definitely/probably buy the product. Sales Tactics: Positioning the product using the “Clever Cooking” concept:

1) Provide cooking demonstrations and in-store samplings in national and regional supermarkets where the product is available. Data reveals that average Italian sausage usage consists of only two times every six weeks. If various recipes and methods are demonstrated, customers can see for themselves all of the different ways that they can incorporate Primo Italian sausage into their weekly dinner routine. 2) Because there are several different flavors and styles of Italian sausage that Primo offers, differentiate them on the packaging labels by using graphics that illustrate the different ways

it can be cooked and served. On the backside, include basic tips and recipes that moms can then take home and add their own touches. 3) Promote the brand’s platforms of social media on the packaging and in-store displays. Hold a contest on their facebook and twitter accounts where customers can upload their favorite family recipes using Primo Italian Sausage. Reply to posts with enthusiastic feedback and winners can receive Primo and other Saxonville products.


Dove Case Study Objective: To remind consumers of both the functional and personal benefits of Dove products. Target Audience: A cheerful and lighthearted 26 year-old woman who at times can be shy in new and unfamiliar situations. During high school and college she suffered from acne, and although she has a clear face now, she still struggles to regain her self-confidence. Over the years she has developed a quick morning routine before she goes off to work, and doesn’t have to desire to fuss with any fancy products. What They Think: I appreciate that Dove is trying to redefine beauty, but I’m confused about what their “beauty products” will do for me if they’re not intended to make me beautiful. What We Want Them To Think: I don’t want to look like the done-up fashion models that other brands use, I just want to look like a more beautiful me. Using Dove moisturizing products gives me the little extra “glow” to get me through the day. Single Most Important Thought: I feel more confident each day when I use Dove products because it enhances the beauty I already have. Campaign For Real Beauty: Rather than completely ending and moving forward from the Campaign for Real Beauty, Dove will continue to promote self-confidence in women but with focus on the company’s product benefits. Advertisements will begin to tie in how women can celebrate their beauty by using Dove products, and how their purchases can directly help with the Dove Self Esteem Fund. By using a “cause and effect” approach, Dove can showcase videos about what the fund has accomplished so far on their websites, and what they intend to do in the future. They need to illustrate to their consumers that they are helping a cause when they purchase their products.


Culinarian Case Study Objective: To increase brand preference for Culinarian’s premium cookware collections. Target Audience: An affluent 30-year-old housewife and mother of two. Although she takes pride in the appearance of her traditional Colonial home, functionality is her top priority. She owns premium cookware and appreciates being able to display it in her kitchen. She enjoys preparing home-cooked meals for her family each night and trying new recipes that she clipped from the daily newspaper. Over the last couple of years she has attended a lot of her sorority girlfriends’ weddings and is always thinking of clever and useful gifts to give. What They Think: I received most of my cookware as a wedding gift several years ago and have not found any reason to replace or add on to my current collection. What We Want Them To Think: Culinarian offers the most deluxe and advanced cookware lines that will last forever. Seeing the collection’s unique features in displays makes me feel like I must have the entire matching set for my own kitchen. Single Most Important Thought: My Culinarian Cookware collection makes the kitchen the heart of my home. Support: Quality, features and price are the three most important factors that help customers determine what cookware is best for them. Sales Promotion: Culinarian will offer customers a set of free cooking lessons when they purchase three or more of their products, in any of their cookware lines. Eligible customers can sign up for lessons, which will be held two weekends each month. Trained professionals will demonstrate different dishes that can be cooked using Culiarian cookware. The promotion will be offered in the spring, and will be advertised in advance. This type of promotion will not take up any shelf space for retail stores.

Shannon Kluss Professor Sheehan Ad Account Mgmt April 3, 2011

Burberry Case Study

Objective: To remind young consumers that Burberry illustrates a chic and modern image while still exemplifying a classic luxury lifestyle brand to its existing core customers. Target Audience: A 30-year-old woman who has a respectable professional career but who still tries to maintain a young and trendy lifestyle. She dines at all the newest restaurants and keeps the latest issue of Vogue at her nightstand. Although a big portion of her paycheck goes to her retirement savings, she is willing to make large purchases in order to maintain her high-end appearance. What they think: Burberry is primarily an outerwear brand for stuffy businessmen and ladies who lunch. It is a brand popular among country clubs not trendy young professionals. What we want them to think: By creating a balance between being aristocratic and fashion-oriented, Burberry can be seen as an exclusive yet ready-to-wear brand. Its subtle but recognizable check design says to others that they live a high-class lifestyle. Their items are both currently fashionable and elegantly classic, and so are the people that wear them. Single Most Important Thought: Purchasing Burberry products makes me feel contemporary and classic because of its esteemed brand reputation.


Mountain Man Brewing Company Case Study Objective: To create awareness about Mountain Man Light among new consumer segments, while still maintaining Mountain Man brand preference with loyal customers. Target Audience: A rugged 27 year-old, blue-collar guy who spends most of his time outside when he is not at work. His girlfriend calls him stubborn, but he likes to think of himself as traditional. He is interested in quality and quantity when it comes to the beer he drinks What They Think: I’ll drink whatever light beer is cheep and cold. My dad drinks Mountain Man Lager, but it is too strong and bitter for me. What We Want Them To Think: The same authenticity, tradition and quality that goes into Mountain Man Lager is now available in a lighter beer. It’s cool to drink because it’s not the standard corporatized “Coors or Bud Light.” Single Most Important Thought: I feel more masculine drinking Mountain Man Light because of the history and ruggedness of the brand. Support: Research shows that Mountain Man Brewing Company has rated high in terms of awareness with the younger, beer-drinking segments.

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