Creative Strategy
Creative and Communication Strategy
1
What are we currently saying?
Current Messaging
"We have the lowest prices in Saint Louis on name brands"
"50% 60% 70%! off, only while they last"
"It's monday, and we are closed"
urgency &
sales
brand
defacto
positioning
Creative and Communication Strategy
TEMPLATE
A
Weekends Only is the one furniture store that provides savvy shoppers with the lowest market prices because they pass on the savings gained by being open only 3 days a week.
•For the savvy furniture shopper who wants a great deal, Weekends Only is the furniture retailer that provides the consistently lowest prices in the market. Unlike Ashley/Rothman and Mattress Firm, Weekends Only is open only 3 days per week to save customers money.
TEMPLATE
B
Aspirational Brand Positioning
Creative and Communication Strategy
2
Who is listening?
Creative and Communication Strategy
Creative and Communication Strategy
Personas research
Brief introduction to what personas and research highlights (how many samples, who was samples, what method, etc etc) are in the research and how they help us the creative strategy This description is fundamental to convince WEO that the our findings are backed up by relevant data
meet the cast (overview on personas)
Creative and Communication Strategy
chart with quick summary demographic, age, customer personality are only suggestions but keeping it to three main areas can simplify it.
key findings
similar to the previous chart I see this section getting into in depth explanation on specific ways these personas link to weekends only.
key finding 2
key finding 3
31%
40%
29%
key findings
similar to the previous chart I see this section getting into in depth explanation on specific ways these personas link to weekends only.
Key Finding 2
key finding 2
Key Finding 2
key findings
similar to the previous chart I see this section getting into in depth explanation on specific ways these personas link to weekends only.
Key Finding 3
key finding 3
Key Finding 3
3
What Do Customers Like?
FPO
Quantitative Analysis
Creative and Communication Strategy
Brief introduction to what QUANT REPORT highlights (how many samples, who was samples, what method, etc etc) are in the research and how they help us the creative strategy This description is fundamental to convince WEO that the our findings are backed up by relevant data
•15 minute online survey
•Reputable internet research panel sample
•Metro St. Louis
approach
•Heads of household/sole or joint decision-makers
•Purchased furniture within past 12 months
•Even mix of males and females
•Age 18 and older (soft quotas to assure representation of all age cohorts)
•Brand awareness (furniture and mattress stores)
•Brand perceptions /associations
•Shopping behavior and experience
•Reactions to alternate names, messages and marketing initiatives
qualifications
key areas
Creative and Communication Strategy
DOWN
CHART
Quantitative Analysis
AREAS TO STRENGHTED
Durable merchandise
knowledgeable sales staff
satisfaction guarantees
AREAS TO LEVERAGE
Styles and Trends
Product Availability
Product Selection
ENTICEMENTS
•Emphasize value, not just low prices
•Communicate durability (implies quality without an overpromise)
•Convey broad selection where it can be supported
IMPORTANCE
% attributes
Key Findings
SCROLL DOWN
FOR MORE INFO
Key Findings (continued)
Qualitative Analysis
AREAS TO STRENGHTED
Durable merchandise
knowledgeable sales staff
satisfaction guarantees
AREAS TO LEVERAGE
Styles and Trends
Product Availability
Product Selection
ENTICEMENTS
•Emphasize value, not just low prices
•Communicate durability (implies quality without an overpromise)
•Convey broad selection where it can be supported
Key Findings
quantitative:
•Emphasize value, not just low prices
•Communicate durability (implies quality without an overpromise)
•Convey broad selection where it can be supported
qualitative:
•Emphasize value, not just low prices
•Communicate durability (implies quality without an overpromise)
•Convey broad selection where it can be supported
How Will This Affect Creative?
quantitative:
•Emphasize value, not just low prices
•Communicate durability (implies quality without an overpromise)
•Convey broad selection where it can be supported
qualitative:
•Emphasize value, not just low prices
•Communicate durability (implies quality without an overpromise)
•Convey broad selection where it can be supported
4
Competitive Field
FPO
What are the challenges ahead
•Competitive front slide/chart
Creative and Communication Strategy
Competitive (continued)
Creative and Communication Strategy
Communication strategy
•Brand pillars intro
Creative and Communication Strategy
pillars/buckets/tiers/segments???
Creative and Communication Strategy
Branding THING
Creative and Communication Strategy
Promotional Orange
Creative and Communication Strategy
Experiential Green
Creative and Communication Strategy
personas + pillars
Creative and Communication Strategy
Brand messaging / media
•Current
Creative and Communication Strategy
Brand messaging / media
Suggested
Creative and Communication Strategy
The big picture
•PERSONAS, BRAND RESEARCH, MESSAGING CHART
Creative and Communication Strategy
When?
Creative and Communication Strategy
Slow dial + metrics
•2 year timeline
Creative and Communication Strategy
2-year timeline
Creative and Communication Strategy
Timeline Scenarios / Options
Alternative buckets of
creative strategies
Creative and Communication Strategy
Pricing scenarios
Creative and Communication Strategy
The weekend is coming
conclusion
Creative and Communication Strategy