Nicole Lawrence

Creative Brief- Trenton Area Soup Kitchen Direct Mail/Website

McCann Erickson’s Role-Playing Approach

1. Who is my target?
a. Adults 18 and older
b. Younger college students in organizations like fraternities,
sororities, honor societies, clubs, etc
c. Church groups looking to do charity
d. Older adults with disposable income; have extra money to
donate
e. Companies/corporations/businesses that would want to
donate for a tax deduction/philanthropy
2. Where am I now in the mind of the person?
a. Not very present
b. No one outside the immediate area of Trenton or people
who need to get food there know about it
c. Not very big; minimal compared to bigger food banks
3. Where is my competition in the mind of this person?
a. Other charities who are trying to seek donations from
people
b. Some of them are bigger and more broad
c. Community FoodBank of NJ- bigger, does more, more
prevalent
d. When people think to donate food- type in food banks in NJ
to a search engine, first thing that comes up
4. Where would I like to be in the mind of this person?
a. Would like to be thought of as serving a lot of people
b. In need every day, demand is growing
c. First thing people in central NJ think of (top of mind) when
they want to donate food/money
d. Reputable, credible
e. If you were in need, this is the local bank/soup kitchen you
would go to to eat
5. What is the consumer promise, the “big idea”?
a. There are a lot of people who are in need and TASK seeks
to feed whoever becomes hungry in the community,
including you if you ever became in need
6. What is the supporting evidence?
a. Charity Navigator, a charity evaluator, awarded The Trenton Area Soup
Kitchen (TASK) with its 6th consecutive 4-star rating
b. They won the Cheerios “Expressions of Hunger” Video Contest and their
faces are on the back of 150,000 "Expressions of Hunger" Cheerios boxes
sold in Shoprite stores all over the northeastern US.
c. They are supported by local organizations such as Rider
University, TCNJ, The Princeton Area Community
Foundation, and the Inter Fraternal Masonic Relations Commission.
Nicole Lawrence
Creative Brief- Trenton Area Soup Kitchen Direct Mail/Website
7. What is the tone of voice for the advertising?
a. Hopeful, yet emotional
b. Possibly saying that at any point you to could need food,
and TASK would be there for you.

Foote, Cone & Belding Strategy Model:

Could either be Quadrant 2 (high-importance with emotion)- depending

on the amount of money or food donated or Quadrant 4 if you are not
donating a lot of money or food. It is definitely emotional when
deciding who to donate your money to because whoever you feel bad
for at the time, you could feel inclined to give money to. When it is
more money being donated, you start to think more and more about
who you give it to.