This is my attempt at inDesign and creating a font poster for the font "Santa's Big Secret"
Tuesday, November 25, 2008
Font Poster
This is my attempt at inDesign and creating a font poster for the font "Santa's Big Secret"
Consumer Analysis - Epicurious.com
Copy: "Want to impress your sweetheart? You don't need to fudge it anymore. Epicurious.com has thousands of decadent delights and chocolaty bites to sweeten Valentine's Day."Demographic information on target audience:
The target audience for this ad is females between the ages of 24 to 36. She is newly married or in a steady relationship. She has a college education and is from middle to upper class family.
Consumer insights:
What separates epicurious’ consumer from other recipe sites is that she wants to be a better chef than she is, but she is not starting from square one either. She has some knowledge in the kitchen, but wants to improve and she does not wanted to be treated like a four year old by Rachel Ray, while she is trying to learn. She chooses epicurious because it expresses her true intention of being curious and seeking out solutions, instead of going to, easy recipes.com, for example. Epicurious makes consumers feel a little more like connoisseurs and less like inept chefs. They do not want to cook below their abilities; they want to strive for excellence, even if it looks like it was harder than it really was which is okay.
The consumer is not stodgy or snobby. They may like to hold their noses in the air a little, but only because they know in the culinary world they have surpassed the people who depend on the food network. Epicurious consumers have progressed from the recipes in the back of Southern Living and they are on to Bon Appétit. They have stretched their culinary wings, and while they are not opening their own restaurant anytime soon, they are excited by the masterpieces they create. The food they cook is about making other people happy, and the good thing about food is, when you make someone else happy with it you know it must be good, so you feel a sense of accomplishment as well. Everyone loves an ego boost, and if it comes from something you have created it is even more sincere. These ladies do not have low self esteem, but who does not like to feel better about themselves?
http://www.epicurious.com/
Competitive Analysis: Kraft & Duke's mayonnaise
Kraft Mayonnaise and Duke’s Mayonnaise offer the same consumer good. They target mayonnaise users; however, the two companies are clearly varied in their positions.
Duke’s mayonnaise’s brand is southern based on the region in which it is sold. They tout the fact that they have been around since 1917. Duke’s mayonnaise is slightly richer then Kraft mayonnaise because it is made with more eggs. Duke’s recently went through a re
positioning effort to address the fact that they are not used as a condiment as much as other mayonnaise brands because of the richness of the flavor. Duke’s has positioned itself as an ingredient. Instead of competing with Kraft head to head, Duke’s realized they had a unique position. Kraft holds a large portion of the mayonnaise market for use as a condiment. Duke’s is circumventing that competition by telling their consumers that Duke’s is an ingredient. Duke’s is now telling consumers to use Duke’s in their potato salad, or in their chocolate cakes, or their deviled eggs, whereas before their message was that Duke’s was an optimal sandwich topper. Duke’s consumers may even have two jars of mayonnaise in their home. Kraft for sandwiches and Duke’s for baking. Duke’s may be a little too rich for the average mayonnaise consumer, but people want a richer flavor for the items they use mayonnaise as an ingredient in.
positioning effort to address the fact that they are not used as a condiment as much as other mayonnaise brands because of the richness of the flavor. Duke’s has positioned itself as an ingredient. Instead of competing with Kraft head to head, Duke’s realized they had a unique position. Kraft holds a large portion of the mayonnaise market for use as a condiment. Duke’s is circumventing that competition by telling their consumers that Duke’s is an ingredient. Duke’s is now telling consumers to use Duke’s in their potato salad, or in their chocolate cakes, or their deviled eggs, whereas before their message was that Duke’s was an optimal sandwich topper. Duke’s consumers may even have two jars of mayonnaise in their home. Kraft for sandwiches and Duke’s for baking. Duke’s may be a little too rich for the average mayonnaise consumer, but people want a richer flavor for the items they use mayonnaise as an ingredient in. 
Kraft mayonnaise is a more stylish mayonnaise. It is more well-known than Duke’s and is offered nationally, whereas Duke’s is only available in certain regions. The label shows fresh lettuce, tomato and onion invoking images of a nice cold cut sandwich in the mind of the consumer. They are the sandwich mayonnaise. Recently Kraft advertising has focused on the brand versus the individual products. Kraft ran ads to “Kraft your summer” stressing the memory of the brand since they have been leaders in the market. Kraft also ran an ad for their newest version of mayonnaise, one that is made with olive oil instead of vegetable oil. The ad showed women dancing around a house utilizing the mayonnaise. One woman made a tomato sandwich slathered with mayonnaise. Kraft is made for sandwiches. The strategic advantage they have over Duke’s is that they are market leaders, they already have top of mind recognition with consumers who are looking for a sandwich condiment and they are beginning to offer healthier alternatives to basic mayonnaise.
Both companies offer the exact same thing: egg yolks, oil, vinegar and some spices for flavoring, but they have a huge variance in the way they market their brands. Duke’s has avoided competing directly with Kraft as a sandwich condiment. Duke’s could not compete with the mammoth market leaders, but by creating its own position in the mayonnaise market they have been able to remain profitable. Kraft is one of the mammoth market leaders and they have been for a while so clearly being the sandwich mayonnaise is the right position for them and they do not need to address different ways of using mayonnaise, such as an ingredient.
Creative Brief for the United Network for Organ Sharing
1. What problem does our advertising need to solve?
The demand for organs exceeds the supply in the African-American community.
2. What is the advertising going to accomplish?
We need to increase the supply of African American organs available for donation by convincing more African Americans to be open to organ donation and to change their donor status. Initially, the advertising is going to begin a dialogue between members of the African American community and their family members about the importance of organ donation. Another goal is to educate African Americans about the process and the need for organ donation. Ideally, they will commit to being donors. The campaign will have an output of 500 informational packets for church leaders along with follow ups with those leaders. Alternatively, the return of 1,000 donor commitment cards would be satisfactory. Eventually, the goal would be to increase the amount of African American organ donors. In two years the goal would be to see an increase in African Americans committed to being donors by 30%. Along with this there will be an increase in donors and shorter waits for people in need of organs.
3. Who are we going to connect with?
Our primary target will be leaders of African American churches. They will have a wide socio-economic and age range. The advertising’s secondary target is going to be African American church goers. Both male and females will be targeted. The age will range from mid twenties to late sixties, because this is the most populous age range for church attendance. By targeting a variety of churches, African Americans from all socio-economic levels will be addressed. A variety of churches will be targeted, but members of the Christian faith will be the largest segment.
4. What are the most insightful things we know about them?
The target audience views themselves as good people. They are a part of a close-knit community and that helps develop their sense of self. They are more willing to believe a peer. They want information presented in a social way, by people they trust. Large corporations or organizations have negative connotations in their society. Like all people they want to see images of what they aspire to be, not what people want them to be. They are very proud of who they are and their culture.
5. What is the single, most effective message we can tell them?
Becoming an organ donor is a way to contribute specifically to the African American community.
6. Why will the target believe this message?
The target will believe this message because it is coming from a credible source. The excuse that it is against their religion or against god’s plan will be addressed. If a preacher is recommending it, the message has more clout. Additionally, preachers should be able to stamp out the rumor that doctors will kill you if you are an organ donor, because a preacher would not send a congregant to their death. When African Americans donate organs they are specifically used for other African Americans. Also, the amount of donors to needed organs is disproportionate within the African American community.
7. What is the best context for this message?
The best context for this message is through the church. The message should be delivered by a pastor or member of the clergy that the congregants trust. Church bulletins being endorsed by a church leader could provide a testimonial. The UNOS brand will be included, but minimally because nothing is being bought or sold. It is simply an educational campaign about something good they can do for their fellow African American.
8. Other important info
The tone of the message will be somber. Organ donation is a serious issue that many members of the audience will be wary of and it is not to be taken lightly.
The demand for organs exceeds the supply in the African-American community.
2. What is the advertising going to accomplish?
We need to increase the supply of African American organs available for donation by convincing more African Americans to be open to organ donation and to change their donor status. Initially, the advertising is going to begin a dialogue between members of the African American community and their family members about the importance of organ donation. Another goal is to educate African Americans about the process and the need for organ donation. Ideally, they will commit to being donors. The campaign will have an output of 500 informational packets for church leaders along with follow ups with those leaders. Alternatively, the return of 1,000 donor commitment cards would be satisfactory. Eventually, the goal would be to increase the amount of African American organ donors. In two years the goal would be to see an increase in African Americans committed to being donors by 30%. Along with this there will be an increase in donors and shorter waits for people in need of organs.
3. Who are we going to connect with?
Our primary target will be leaders of African American churches. They will have a wide socio-economic and age range. The advertising’s secondary target is going to be African American church goers. Both male and females will be targeted. The age will range from mid twenties to late sixties, because this is the most populous age range for church attendance. By targeting a variety of churches, African Americans from all socio-economic levels will be addressed. A variety of churches will be targeted, but members of the Christian faith will be the largest segment.
4. What are the most insightful things we know about them?
The target audience views themselves as good people. They are a part of a close-knit community and that helps develop their sense of self. They are more willing to believe a peer. They want information presented in a social way, by people they trust. Large corporations or organizations have negative connotations in their society. Like all people they want to see images of what they aspire to be, not what people want them to be. They are very proud of who they are and their culture.
5. What is the single, most effective message we can tell them?
Becoming an organ donor is a way to contribute specifically to the African American community.
6. Why will the target believe this message?
The target will believe this message because it is coming from a credible source. The excuse that it is against their religion or against god’s plan will be addressed. If a preacher is recommending it, the message has more clout. Additionally, preachers should be able to stamp out the rumor that doctors will kill you if you are an organ donor, because a preacher would not send a congregant to their death. When African Americans donate organs they are specifically used for other African Americans. Also, the amount of donors to needed organs is disproportionate within the African American community.
7. What is the best context for this message?
The best context for this message is through the church. The message should be delivered by a pastor or member of the clergy that the congregants trust. Church bulletins being endorsed by a church leader could provide a testimonial. The UNOS brand will be included, but minimally because nothing is being bought or sold. It is simply an educational campaign about something good they can do for their fellow African American.
8. Other important info
The tone of the message will be somber. Organ donation is a serious issue that many members of the audience will be wary of and it is not to be taken lightly.
Creative Brief for CarMax
1. What problem does our advertising need to solve?
Car sales have been languishing in the current economy and consumers are too focused on low price and not on the value and benefits offered by CarMax.
2. What is the advertising going to accomplish?
The advertising will stress the fact that CarMax can be trusted. Other places may have slightly lower prices, but CarMax can offer you a sense of security with your investment. Increasing car sales is an obvious goal. We also want CarMax to have top-of-mind recall in consumers’ minds for their future car purchases. We want to create a culture around the CarMax brand that gives people a sense of value through the benefits that they receive by purchasing a CarMax car.
3. Who are we going to connect with?
We are going to connect with anyone who may be in the market for a car. CarMax appeals to car purchasers 25-54. The “sweet spot” according to a CarMax representative is buyers in their mid 30s and in a middle income bracket.
4. What are the most insightful things we know about them?
Our consumer has dealt with the typical car buying experience before. They felt pressured and realized they wound up over paying. They are jaded by the whole experience. They want to know what they are getting and what they are paying up front. They have not completely forgotten form with their function though. They still want a car that will look good and they won’t mind parking it in the driveway, but practicality still comes first.
5. What is the single, most effective message we can tell them?
What if everything was like buying a CarMax car? It is easy to buy a car at CarMax and wouldn’t it be nice if everything in life could come with the benefits that are offered with a CarMax car? Benefits at CarMax include: 125 point inspection, five day money back guarantee, limited 30 day warranty, and when you leave the CarMax lot you have your title, registration and license plates, etc. What this will mean to the consumer is that they have a car that is inherently more valuable than if they had bought it anywhere else.
6. Why will the target believe this message?
The target will believe the message because they have been through the alternative form of car buying and were left jaded. Now they are willing to try a new way. They will believe if they are shown proof of the ease of car buying at CarMax. People are wary of the cheapest thing they feel secure in paying more because they feel they are getting the service of a new car with the assurance of their used car.
7. What is the best context for this message?
The best context for this message is to develop a culture around CarMax and the experience and benefits it offers.
8. Other important info
The tone of our message will be fun and exciting, but not chaotic.
CarMax’s current links to popular culture include radio, TV, print ads and an extensive web site. CarMax’s competition includes: AutoNation, Penske Automotive Group, Sonic Automotive, America’s Car-Mart, Cars.com, Craigslist, and AutoTrader
CarMax is the sixth of eight automotive retailing services on the list of Fortune 500 companies. It is rated 411.
Car sales have been languishing in the current economy and consumers are too focused on low price and not on the value and benefits offered by CarMax.
2. What is the advertising going to accomplish?
The advertising will stress the fact that CarMax can be trusted. Other places may have slightly lower prices, but CarMax can offer you a sense of security with your investment. Increasing car sales is an obvious goal. We also want CarMax to have top-of-mind recall in consumers’ minds for their future car purchases. We want to create a culture around the CarMax brand that gives people a sense of value through the benefits that they receive by purchasing a CarMax car.
3. Who are we going to connect with?
We are going to connect with anyone who may be in the market for a car. CarMax appeals to car purchasers 25-54. The “sweet spot” according to a CarMax representative is buyers in their mid 30s and in a middle income bracket.
4. What are the most insightful things we know about them?
Our consumer has dealt with the typical car buying experience before. They felt pressured and realized they wound up over paying. They are jaded by the whole experience. They want to know what they are getting and what they are paying up front. They have not completely forgotten form with their function though. They still want a car that will look good and they won’t mind parking it in the driveway, but practicality still comes first.
5. What is the single, most effective message we can tell them?
What if everything was like buying a CarMax car? It is easy to buy a car at CarMax and wouldn’t it be nice if everything in life could come with the benefits that are offered with a CarMax car? Benefits at CarMax include: 125 point inspection, five day money back guarantee, limited 30 day warranty, and when you leave the CarMax lot you have your title, registration and license plates, etc. What this will mean to the consumer is that they have a car that is inherently more valuable than if they had bought it anywhere else.
6. Why will the target believe this message?
The target will believe the message because they have been through the alternative form of car buying and were left jaded. Now they are willing to try a new way. They will believe if they are shown proof of the ease of car buying at CarMax. People are wary of the cheapest thing they feel secure in paying more because they feel they are getting the service of a new car with the assurance of their used car.
7. What is the best context for this message?
The best context for this message is to develop a culture around CarMax and the experience and benefits it offers.
8. Other important info
The tone of our message will be fun and exciting, but not chaotic.
CarMax’s current links to popular culture include radio, TV, print ads and an extensive web site. CarMax’s competition includes: AutoNation, Penske Automotive Group, Sonic Automotive, America’s Car-Mart, Cars.com, Craigslist, and AutoTrader
CarMax is the sixth of eight automotive retailing services on the list of Fortune 500 companies. It is rated 411.
Thursday, November 13, 2008
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