| Brand: D&AD: The Copy Book | Project: The Copy Book | Version: 04 | Prepared By: Jeet Desai | Date: 02/23/2011 |
ADVERTISING OBJECTIVE:
The objective of the communication is to successfully promote The Copy Book’s ‘refreshed’ edition as a source of learning and inspiration.
TARGET AUDIENCE:
Creative hustlers (small business owners) and advertising students between the ages of 21 and 40.
TARGET PROFILE & INSIGHTS:
Creative Hustler -
John is a 35 year old residing in Chicago. He completed his MBA in entrepreneurship and marketing, and currently owns a small business. He is trying to expand his business and increase overall brand awareness. He knows that he needs to advertise more and create better ads that engage his customers. However, he doesn’t have the financial resources to hire the services of a top advertising agency. So, he currently is searching for resources that can help him craft better ads.
Even though he is faced with a tough competitive global climate, he is motivated to make a mark in the world. He also wants to be a part of the new creative industry, which has emerged thanks to Web 2.0.
Technology is an integral part of his life. An android phone, an Apple laptop, and a flat-screen HDTV are some of his priced possessions. He takes the time out to maintain a virtual life as well. He uses social media sites (Facebook, Twitter, Linkedin) for his personal and professional use. He also has a Facebook and Twitter page for his business, which he uses to reach and engage his customers. He stays informed through industry journals, newspapers, blogs, and lifestyle magazines. He also stays up-to-date with pop culture.
In his free time, he enjoys reading literature, grabbing drinks with his friends at a local bar, and traveling. His favorite travel experience was his backpacking adventure across Europe when he was 30. He likes dressing in what he feels comfortable. He especially likes wearing wordy ironic t-shirts.
Advertising Student -
Kate is a 24-year-old graduate advertising student at VCU Brandcenter. She is an aspiring art director. She is trying to improve her copywriting skills because she often has to write copy for a lot of her assignments. Her professors also constantly tell her that art directors should know how to write good copy.
Like most of her peers getting recognition for her work is extremely important to her. She also seeks to want to share her art with the rest of the world. She stays informed through blogs, journals, design magazines, and advertising textbooks. She also follows fashion trends and celebrity gossip.
Technology is integral to her way of life. An iphone, an Apple laptop, and a SLR camera are some of her priced possessions. She takes time out to maintain her virtual life as well. She primarily uses Flickr, Facebook, and Tumblr.
In her free time, she visits museums, boutiques, parks, cafes, and restaurants. She likes wearing clothes that express her individual style and taste.
STRATEGIC IDEA:
The Copy Book is The Word of the Gods (of Copy)
SUPPORT:
Along with a great selection of work, the book also contains divine insights (about the work and the process of creation). This unique quality of the book will lead to enlightenment, which will result in success.
MANDATORY REQUIREMENTS:
- Logo: The D&AD Logo
- Call-to-action: dandad.org
