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Dont Wash Your Money

Down The Drain!

We oer three types of renishing services for your bathtubs.

Our Pristine Cleaning Process gives your tub a basic clean and shine. It isused throughout hospitality corporations. It works well on tubs that aredirty, dicult to clean, or have not been previously painted.

Our Premium Restoration is a service that restores the bathtub to itsoriginal condition. is restoration is the perfect way to repair and restoretubs with major chips, defects, or other blemishes. It includes replacementof caulking, and the application of our high gloss nish.

Our prime paint removal includes removing all paint from tubs, andconcluding the process with our premium restoration treatment.

We Can Make Your Tubs Look New for Less

Tub & Tile Restorers, Inc


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6/12Tub & Tile Restorers, Inc.

FREE Chip Repair up

to 1 withEvery Tub Serviced!

www.ittr.bi

(800) 929-09

tubntile@ittr.

NOW THROUGH JULY 1st

ONLY!


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Get Your Tubs

Clean Today!

Free Sample and 10% off your

service when you present this coupon

Tub & Tile Restorers, Inc.

We can take care of all your cleaning needs!Everything from restorations and paint

removal to installation of bathroom hardware

www.ittr.bi

(800) 929-09

tubntile@ittr.


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International Tub & Tile Restorers, Inc.

Creative Brief

Amy Mare COMM 190 2/15/11

Dont renew... Re-do!


9/12reative Brief

Creative Brief

Project

New campaign to promote ITTRs restorations services, especially their paint free restoration

process.

Background

International Tub & Tile Restorers, Inc. is a family owned business that specializes in cleaning,

refinishing, and adding anti-slip to bathtubs throughout the hotel industry. Commonly referred to

as ITTR, their main competitors include Safe Step, Inc., KWV, Sure Step, and Miracle Method.

Their main competition is KWV because they are the only other company who doesnt re-paint

the bathtubs. ITTR is targeting hotel owners, hotel management companies and general

contractors. The main message ITTR wants to get across is that they offer superior service in

bathtub restoration by making the tubs cleaner and safer without painting them.

Key Problem

ITTR has been gradually losing business and has seen a decrease in job offers over the past

year and a half.

Business ObjectivesWhat we hope to accomplish

-Increase the amount of job offers ITTR receives throughout the United States by 20%, thus

increasing profit.

-Increase awareness about our company

Main Strategy for Accomplishing the Objectives

to achieve the objectives, ITTR will focus heavily on the target market and accentuate the

benefits that come with choosing ITTR. They will focus on the fact that they do not paint tubs,and inform the market why painting tubs can lead to problems. ITTR will measure their success

in reaching their objective by finding the difference in the amount of jobs before and after the

campaign, and also by noting how large and increase in profit they experienced.


10/12reative Brief

Strategy Statement/Purpose of Ad

Convince hotel owners and hospitality corporations to use ITTR by educating them on the

benefits of our unique paint free restoration process and our safety services.

Target Audience

ITTRs services are targeted at hotel owners, hotel management companies, and general

contractors. The audience is 90% men, ages 40-70. There may be some owners under age 40

and above 70 but there are very few. They live all over the country, mostly in urban areas.

Family Dynamics:

Most are married, and have older teens, college age, or adult children.

Buying Habits:

They are high profile business- men, millionaires, and wear suits to work. They shop at

expensive designer stores like Calvin Klein, Armani, Hugo Boss and Ralph Lauren.

Personality:

They are typically type A personality, and rigid in their routine. They wake up in the

morning, grad a coffee from a more expensive coffee shop like Starbucks, and a

newspaper on their way to work. They are highly competitive, aggressive, concerned

about their status, business-like, time-conscious, and often controlling.

Living Habits:

They live in large houses in top dollar communities, or own sizeable amounts of property.They drive expensive, although not over the top cars, such as Lexus, Acura, BMW, and

Mercedes.They work a lot and dont time much time to spend at home. When they do take time offfrom work, they take their families on long vacations to places like Paris, Bora Bora, andHawaii. They own smart phones such as the iPhone, HTC EVI, or Droid. They like theirphones to have Internet so they can keep up with business. They often smoke cigarsduring their business day.

Interests:

These men enjoy being members of elite country clubs and participating in golf and

tennis tournaments. They like to play a round of golf with other top executives when they

get time. Many also own large boats or yachts and enjoy being out on the ocean.

Eating Habits:The target audience takes pleasure in eating at slightly more expensive restaurants for

their average meal than most people would. They enjoy the Cheesecake Factory,

Carabbas Italian Grill, Macaroni Grill, and Ruths Chris. For a quick lunch they may grab

food from a Panera Bread, or Chipotle. They often splurge at places like New Yorks

Masa, or Chicagos Alinea on special occasions. They will rarely be seen at fast food

chains.


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Strategic Message

Slogan: Dont renew, Re-do!

I chose this slogan because it says to customers that re-doing a bathtub (refinishing) is a better

and cheaper option that completely getting a new one, and that is what we do.

Key Message

ITTR offers superior service in bathtub restoration by making your tubs cleaner and safer

without painting them.

Supporting Reasons to Act/Believe

- You wont have to worry about paint chipping/fading color since we dont re-paint the bathtubs.

- Your tubs will be shiny and clean, and come with a 5-year warranty.

- Your safety ratings will increase because of our anti-slip we apply to the tubs.- We will be happy to come out and give you a free quote and sample.

Tone

-The tone of the ad should be business-like, assertive and professional. It should speak to

wealthy professionals who mean business and are eager to get their projects accomplished. It

should not be humorous or comical. It should give the appearance that ITTR is proficient at what

they do and wants to please their customers.

Communication Vehicle/ScheduleThe campaign is for a series of advertisements to be put into magazines that reach the hotel

industry.

Advertisements will be placed in the summer issues of Hotel Business Magazine, Hotels

Magazine, Hospitality Design Magazine, Hotel Vikas and Hotel and Motel Management.

The project has been given a budget of $2 million to promote ITTRs services. The creative team

will have 3 months to prepare a campaign. It will start running June 1, 2011, and run through

September 1, 2011.

The advertisements will feature ITTRs world logowith their name, their slogan, and thecompany blue. (R:24 G:116 B:211) All ads will be full page and in color.

reative Brief


12/12f

Evaluation of the campaign

At the end of the campaign ITTR will measure their success in reaching their objective by finding the

difference in the amount of jobs before and after the campaign, and also by noting how large an

increase in profit they received.

Authorized Client Signature and Date:

-This document has been approved by Paul Mar, the Operations Director of International Tub &

Tile Restorers, Inc. in Valrico, FL on February 10, 2011.

Sources

- International Tub & Tile Restorers, Inc. Web. Oct. 2010. .

- About.com Web. Oct. 2010. http://stress.about.com/od/understandingstress/a/type_a_person.htm

- Class powerpoint handout about Internet

!
http://stress.about.com/od/understandingstress/a/type_a_person.htmhttp://stress.about.com/od/understandingstress/a/type_a_person.htmhttp://www.ittr.biz/http://www.ittr.biz/

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