Marketing Communications Case Study Creative Brief

Demand Brief: “Local – Black History Month” 1. Current Project: Why are we doing this? Assignment: Develop local creative that is integrated with the National campaign based on mission needs. Execute new local newspaper print ads, live read radio scripts, flyers and OOH. The new creative must support the overall Army brand strategy and leverage local insight. All creative will be localizable and placed within the MAPS system. Desired Response: We want to arm the field with all of the necessary creative to reach a large range of audiences within a wide variety of mediums. The desired response for each of the executions will vary, however all communication should exude the Army Strong messaging and invoke a positive connection to the Army. 2. Target Audience: Primary: African American Prospects Secondary: African American Influencers For African American Influencers and Prospects, the desire to prepare for the future is of key importance. This preparation addresses the improvement or advancement desired from the perspective of both individual needs and the needs of their communities. For Prospects, looking forward to a desirable future is a central issue in their lives. Influencers play the critical role of advising, guiding and ultimately supporting the decisions prospects make. African Americans celebrate Black History Month for a number of reasons, including confirmation of their contributions to the United States throughout its history, African American accomplishments in spite of barriers and the expectations of personal and group accomplishments to come in the future that will benefit not only themselves, but their communities and the United States as well. Within this context, the U.S. Army has the opportunity to salute this celebration of African American History through recognition of significant contributions of African Americans. In doing so, the Army can also elevate its image in the eyes of the target and reinforce the perception that it is a resource to African Americans in their effort to move forward toward a successful future. 3. The “Army Strong” Demand Message:

A History of Strength leads to Strength for Your Future When you become a Soldier in the US Army, you enter the ultimate training ground. Here, you will be immersed in some of the world’s most advanced technology, gaining the training, the skills and the personal development that others can only dream of having as they prepare for their future. 4. Why? Reasons to Believe:

 As a Soldier, you have access to and are trained on some of the world’s most advanced technology across the widest range of job opportunities in the military

o Army Technology training prepares you for a great job in today’s most competitive and desirable industries

 microwave technician = wireless industry  signal communications  satellite communications  computer programmers  radio communications  medical equipment (xray, etc) technicians = medical industry technician  equipment operators and mechanics  cryptology and electronic security = systems security

o Partnerships with technology manufacturers to further your education in specific circumstances (this is only in specific and rare instances, but does happen)

 As a Soldier, you will gain the ability to lead and work with a team from the outset Mental and emotional strength development of every Soldier’s experience that allows him/her to:

o Build on their confidence to make wise decisions o Develop leadership skills by working with other team members to accomplish objectives o Relevant and challenging training, shared values and personal experience

 As a Soldier, you gain a multi-dimensioned strength that develops you mentally, physically and emotionally o Mental – leadership, discipline, problem solving, adaptability, decisiveness, creativity o Physical – power, endurance, toughness, dexterity o Emotional – teamwork, integrity, pride, character, confidence, courage

5. Other considerations/Integration Links All local creative materials should tie in tightly with the established Army Strong National advertising campaign, but should allow for a localizable section for field use. The MAPS system allows for four total lines of localization, two for incentives to be listed and two to provide recruiter contact information. The creative should be able to tie together with the segments. A Battalion looking to select creative should be able to identify the segment they are targeting and search for the appropriate creative. Possible definitions of strength:

 Mental – leadership, discipline, problem solving, adaptability, decisiveness, creativity

 Physical – power, endurance, toughness, dexterity

 Emotional – teamwork, integrity, pride, character, confidence, courage 6. Deliverables

 One (1) Print Ad o The Final approved print ad concepts will be resized into 5 total sizes (3.75 x 5, 4.25 x 7, 6.25 x 10,

7.5 x 10, 8.5 x 7) and two color options (4C/BW) to be localizable and loaded into MAPS (10 versions total).

 One (1) Live-read radio script

 One (1) Poster 24 x 36

 One (1) Flyer 8 ½ x 11 7. Media Placement Creative will be placed within the MAPS system for all media placement on a local level throughout all Battalions. 8. Execution Specifications Soldiers as the focus/hero of the spot Strong call to action, to include goarmy.com Look to include mix of enlisted and officers, show more than just ACU’s, can show other uniforms and civilian clothes. Follow new brand guidelines. 9. Timing Schedule will be revised based on feedback memo on creative brief.