Fresh for breast cancer Campaign Creative Brief July 2013 Assignment 2 Integrated Marketing...
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![Page 1: Fresh for breast cancer Campaign Creative Brief July 2013 Assignment 2 Integrated Marketing Communication By: Daneisha Goodman.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e9e5503460f94ba06d5/html5/thumbnails/1.jpg)
fresh for breast cancer Campaign Creative
BriefJuly 2013
Assignment 2
Integrated Marketing Communication
By: Daneisha Goodman
![Page 2: Fresh for breast cancer Campaign Creative Brief July 2013 Assignment 2 Integrated Marketing Communication By: Daneisha Goodman.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e9e5503460f94ba06d5/html5/thumbnails/2.jpg)
Communication objective
• We want people to purchase products from our Fresh for Breast Cancer collection in addition to support the other collections we offer.
• Spread the word to their friends and friends of friends via social media outlets to increase audience base
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Target audience profile
• This campaign will be aimed at male and female adults primarily in Chicago and across other major cities such as Miami and Loa Angeles; between the ages of 18-34 years old
• High school diploma or current college student
• Make $20k-$60k annually or reside in the middle class sector of the economy.
• Moderate interest in fashion
![Page 4: Fresh for breast cancer Campaign Creative Brief July 2013 Assignment 2 Integrated Marketing Communication By: Daneisha Goodman.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e9e5503460f94ba06d5/html5/thumbnails/4.jpg)
slogan
• Forever Revolutionizing Expression Style & Hustle
• Sandra- The FRESH for Breast Cancer tee will help aid the rise of breast cancer awareness through research, treatment and education.
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Product Description and Benefits
• FRESH® for Breast Cancer version of the FCB Signature FRESH® Tee and the FCB FFBC Ribbon Tee
• 50% of proceeds donated to the National Breast Cancer Foundation
• Available in men and women sizes
• Affordable pricing
• Build a relationship with those who are affected by breast cancer
![Page 6: Fresh for breast cancer Campaign Creative Brief July 2013 Assignment 2 Integrated Marketing Communication By: Daneisha Goodman.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e9e5503460f94ba06d5/html5/thumbnails/6.jpg)
Creativity strategy
• Budget set aside for social media marketing and the product releases
• Equity based on the outcome of sales
• Timeline• September 4th- October 25th 2013
![Page 7: Fresh for breast cancer Campaign Creative Brief July 2013 Assignment 2 Integrated Marketing Communication By: Daneisha Goodman.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e9e5503460f94ba06d5/html5/thumbnails/7.jpg)
Unique selling proposition
• Exceed goals of the 2nd Annual Campaign by increasing product sales
• Increase clients’ revenue
• Improve site traffic
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Competitive positioning
• FCB has many competitors in the street wear community, mostly smaller shops such as: Leaders 1354 and Endswealth Corp
• Highlighting the quality of production, the high-level project and client list, and overall attention to detail and breakthrough branding will separate FCB from its competition.
![Page 9: Fresh for breast cancer Campaign Creative Brief July 2013 Assignment 2 Integrated Marketing Communication By: Daneisha Goodman.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e9e5503460f94ba06d5/html5/thumbnails/9.jpg)
Aesthetics/feel/tone
• Evolving, fun, exciting
• Street savvy, urban
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Support statement
• Presale will be Wednesday, September 4th through Wednesday, September 18th, 2013
• Save 25% coupon to encourage purchasers
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logo
FCB LogoFreshForBreastCan
cer Logo
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List of media assets
• Photos
• Ad Campaign
• Social media content• Twitter trend, Instagram, Tumblr
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Infographic
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Fresh For Breast cancer previous ads
2nd Annual Tees2nd Annual Press
Release from 2012