CREATIVE BRIEF

(MTSU/JM v.1)

SITUATION (What circumstances currently exist? > Strive for 2-3 full sentences minimum, to set the scene or paint the picture)
First National Bank is located in Kettering, Ohio. The city of Kettering is home to an affluent and welleducated population composed mostly of Caucasians. The bank is currently having problems reaching their target market through advertising by not effectively providing all the services that they offer. A recent survey showed that 77% of respondents did not remember seeing any information on the bank despite having advertised several months prior to the survey. A majority of the populations are family households that buy rather then rent, so they will be in need of the banks house loan, mortgage services, and college loans once their kids grow up. Rebecca Heffinberg, the banks marketing director, has recently proposed several ideas regarding its current advertising schedule. She is suggesting the bank cut back on traditional media and focus on promotion and public relations, cutting the overall advertising budget in half.

OBJECTIVE (What problem, opportunity, need or desire does the advertising need to address? > Strive for 2-3 full sentences min.)
First National Bank needs to address the problem of the target market lacking information on the services the bank offers. It needs to advertise these services in the proper media that the target market would most likely be receptive to. Due to the fact that the average income is very high, it must be stressed that the target market needs the banks services and would be better off becoming members of the bank.

TARGET AUDIENCE (Who are we talking to, BOTH demographics and psychographics?)

What are the facts about the people we are talking to? (At minimum: gender; age, income and education ranges; etc.)

Men & Women Caucasian 25 - 55 yrs. old Middle to Upper Class Majority College Education Married With Kids

What are their attitudes and how do they currently view the brand? (Is it unknown; new; old; how viewed vs. competitors?)

Current views on First National Bank are indifferent. Most are unaware of the services the bank offers so they do not fully understand the potential of FNB. When it comes to competition, 73% said they were happy with where they banked. Although, once the target market becomes aware of what FNB does offer, this percentage will decrease when they are compared to FNB.

PROMISE (What is the essential message the advertising must say or convey? > Strive for 1 full sentence min/max, ideally without and)
First National Bank will provide all the necessary services that other banks dont offer to meet you and your familys banking needs.

SUPPORT (What are the relevant reasons why the audience should believe this Promise? > Strive for 3-4 bullet point sentences min.)
67% of respondents in a survey were surprised when they learned all the services FNB offered. Purpose of FNB wanting to change their advertising is to focus on the many services they offer. Their services fit that of the target market, highly educated and affluent.

TONE (What is the tone of voice for the communication? > Strive for 3-4 single words Upbeat, Apologetic, etc. or 2-3 brief phrases min.)
Friendly, informative, caring, helpful

_________________________ Account Director

_____________________ Client