Creative Brief

Purpose:

(Why are we creating this communication?) To launch a reposition The North Face brand within the college market.

Creative Opportunity:

(What is the opportunity to achieve something really impactful?) The North Face’s new positioning within the college market gives us the opportunity to tap into

an expanding market with considerable purchasing power, furthering the recognition and growth

of the brand.

Assignment Elements Include: On-Campus University Ambassadors

Print – Regional

Print – National

Online Social Media

Interactive Media

Television – Regional

Television – National

In-Store Promotions

Event Sponsorship

Objectives:

(What do we expect this communication to achieve?) Maintain and increase awareness of The North Face as the category leader for outerwear.

Expand awareness of related-product purchases in order to increase sales.

Communications Target:

(What is the target specific to this assignment?) Focus heavily upon college market that are the influencer, decision maker, and at most times the

purchaser regarding product sales.

Tone:

(What attitude should this execution express?) Category Leader. Youthful. Vibrant. Versatile. Comfortable. Quality.

Creative Brief

Key Consumer Opportunity:

(What insight can we leverage most successfully with the target market?) The North Face will use their advantage as category leader to easily influence the college market

to think of and purchase its brand when making a buying decision. Do not focus as heavily upon

extreme sport scenarios in which products would be used. Instead make them more relevant to

college students.

Message:

(What do we want the consumer to learn, feel, believe?) The North Face wants the consumer to know the durability and sustainability of its products and

believe that they can trust it as a category leader for outdoor apparel.

Reasons to Believe:

(List the specific reasons that support or substantiate the message and

insights) The North Face is known for its innovative technology regarding product development. They

are a worldwide recognized brand.

Mandatories: -The North Face logo and tagline, “Never Stop Exploring,” needs to be included in all creatives.