Transcript campaign project briefs - Luba Korduba Portfolio

Today’s Date:
Student Name: Lubomyra Korduba
02/19/2012 Revision Date: x/x/2012
CAMPAIGN PROJECT BRIEF (CPB), page 1
1. COMPANY:
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Name: Gump’s San Francisco
Industry: Retail
Category: Luxury American home furnishings & décor
2. PRIMARY PRODUCTS or SERVICES:
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Accessories
Furniture
Jewelry
6. KEY TENETS:
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Exquisite
Unique
Memorable
7. Primary TARGET AUDIENCE for your project:
The target audience will be Americans, female and male, between the
ages of 20-50, single/married/divorced/engaged, college graduates,
working professionals, tourist to San Francisco, collectors, and
artist/designers.
3. Campaign Project OBJECTIVE:
8. TARGET CLUBS & TRIBES:
To expand the Gump’s brand by targeting a new market niches
including the middle class, newlyweds, young professionals,
and new homeowners, for the purpose of increasing awareness,
sales, and loyalty.
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4. BIG GOAL (BHAG) or Project OUTCOME:
9. 2 Primary COMPETITORS:
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5. PRIMARY DELIVERABLES:
10. 2 Key STRENGTHS & 2 Key WEAKNESSES:
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•Strengths: Uniqueness & Craftsmanship
To increase brand awareness toward a new target group
and increase sales by 5% vs. one year ago.
• To improve customer loyalty and awareness through new
marketing techniques using today’s technology to ultimately
increase sales by an average of 7% over 3 years.
Additional logo to primary logo
New marketing campaign using social networking and smart
phone applications.
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Trendy art shows and gallery openings
Loyalty brands include Sacks Fifth Avenue, Nordstrom's, high end
retail establishments
Purchase good quality, uniquely crafted, beautiful products
Z Gallerie
Nordstrom’s
•Weaknesses: Marketing & Prices
Today’s Date: 02/19/2012 Revision Date: x/x/2011
Student Name: Lubomyra Korduba
CAMPAIGN PROJECT BRIEF (CPB), page 2
11. POSITIONING:
• Gump’s is positioned as a leading luxury American home
15. What is the CALL to ACTION the Creative Work must
deliver?
furnishings and décor retailer that offers unique, handcrafted,
quality products vs. Z Gallerie and Nordstrom’s.
To evoke a response to visit the website, store, or catalog and bring
awareness of the company to more potential customers.
12. UNIQUE Selling Proposition (USP):
16. Current LOGO:
• The only retailer with only one location in the world serving it’s
customers for over 150 years with exquisitely creative products
with Far Eastern flare.
13. SUSTAINABLE COMPETITIVE ADVANTAGE (SCA):
17. TAG LINES DRAFT IDEAS:
• Gump’s products are uniquely handcrafted
• The only ONE place to go.
• As unique as you are.
• These gifts can be passed on for generations.
pieces of art that
are not only memorable but have heirloom quality, not machine
made, mass produced, everyday products.
14. 2 Key FEATURES with 2 Corresponding BENEFTIS: 18. Notes:
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Handcrafted; consumer will find value in a product that has
heirloom quality and durability.
Uniqueness; consumer will have a satisfaction of owning a
priceless piece of art with any product.