Trader Joe’s advertises through radio and a newsletter. For this project, you will expect that Trader Joe’s is open to new ways to reach the new target customers while still maintaining their brand. You are the head of Your Advertising Agency
Demonstrate how advertising messages are created and implemented through the development of
1. Creative Brief
2. Message Strategy that Responds to the Creative brief
3. Advertising Art and Copy that Flows from the Message Strategy.
This is a portfolio of information rather than a simple paper or presentation.
You will create a portfolio, and a media file video presentation in Canvas that will represent your presentation to Trader Joe’s executives. Your portfolio needs to include:
• Nine Actual advertisements you create
• Any other images you create for this Creative
• Executive Summary
• Table of Contents
• Appendices
You will need to think about this project from a perspective that will address three distinct additional new target audiences while honoring the mission and integrity of Trader Joe’s brand:
1. Busy Working Parents of Children in Sports Activities, such as “Soccer Moms”
2. College Students
3. Seniors – “Empty Nesters”
Research Trader Joe’s brand in order to fully address their needs and maintain their values.
www.traderjoes.com
https://clark.com/shopping-retail/trader-joes-grocery-shopping-secrets/
https://www.eatthis.com/trader-joes-shopping-tips/
https://www.traderjoes.com/digin/post/inside-tjs-podcast
https://www.business2community.com/content-marketing/how-trader-joes-uses-content-marketing-to-keep-customers-coming-back-0303332
https://www.forbes.com/sites/deniselyohn/2018/06/13/six-surprising-facts-that-explain-trader-joes-secrets-to-success/#61df47471601
First, it is important to create a creative brief which outlines the key elements of the advertisement campaign. This document should include information such as target audience; objectives; budget; desired results; timeline etc. In our case specifically we are targeting young adults between 18-25 who may not have necessarily considered shopping at Trader Joe’s in the past but could potentially benefit greatly from its services. We also want them to feel comfortable with our brand by emphasizing particular themes or values that are designed around being welcoming and inviting (i.e: “everyone is welcome here!”).
Next I would move into developing a message strategy based off observations made from researching our identified target audience along with any additional insights gained during initial brainstorming sessions conducted amongst my team members. This part of process involves actually crafting out appropriate messaging tailored towards these individuals as well as determining which media channels they mostly engage most frequently on (which in turn can help us decide where best allocate budget spend during actual production phase).
Once all aforementioned items have been determined—we can then begin working on designing art & copy related elements needed complete ad components necessary for successful online/offline campaigns. Additionally, having solidified messaging beforehand allows team little more freedom when coming up with ideas visually since now know how exactly want portray ourselves potential customers.(Foiles 2006).
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