Scenario / Story

Continue with your specialty menu item product. Continue with your creative idea for Starbucks as IMC planning is about threading the brand to generate recall and its experience throughout while experiencing their products.

Purpose

The creative brief serves as a guiding document for the development and execution of the integrated marketing communications campaign for your product.

A creative brief is an outline that sets the tone and goals of an ad to ensure it is aligned with the long term or short term goals of a business. For example, a campaign is usually focused on a longer–term goal in mind while promotion is a short one-off — a one-time thing.

The creative brief section provides a concise overview of the strategic direction for the IMC plan. It includes information such as the main message, desired tone, visual style, and any specific requirements or guidelines for the creative team. A well-defined creative brief helps align the creative execution with the overall objectives and target audience.

Ideas/tips to consider

Think about how Starbucks communicates their brand feeling, what feeling do you want to convey for them if you were to have a creative idea for your new menu item? Message development does not begin with a creative idea. Rather, the link between the brand and category needs to answer the question ‘What is it and what need does it satisfy?’ and the link between the brand and its benefit provides the answer to ‘What does it offer?’ and why it is better than other brands. For example, after thinking about Starbucks, how will your new menu item support their positioning statement? In its simplest form, a positioning statement looks like this (p. 176, Percy):

1 For ______ (the target audience)

2 _____ is the brand in the category

3 That offers _____ (benefit or benefits)

Tips

Refer to the class discussions where you discussed your creative idea for a new menu idea for Starbucks, sketched out some items for the creative brief, along with your advertising campaign and pre-test message executions.

Example (if applicable)

Starbucks Pumpkin Latte example

YOUR Tasks to complete

Provide a detailed creative brief for the development of marketing communication materials using the IMC template document. Fill out ALL highlighted information of the creative brief section using the IMC plan that you’ve been working on all session. Refer to the class discussions where you discussed your creative idea for a new menu idea for Starbucks, sketched out some items for the creative brief, along with your advertising campaign and pre-test message executions.

These are the elements to address in your creative brief.

• Project Title
• Project Overview
• Objective
• Target Audience
• Competitors
• Key Message & Your Offer
• Creative Look and Feel Considerations
• Visual Concept
• Key Benefit
• Problem
• Key Deliverables
• Key Performance Indicators (KPIs)
• Guidelines
• Timeline
• Budget
• Approval Process & Comments

Scenario / Story

Continue with your specialty menu item product.

Purpose

This section focuses on developing the key messages that will be used throughout the campaign. It outlines the core value propositions, unique selling points, and persuasive arguments that will resonate with the target audience and effectively communicate the brand’s offerings.

Ideas/tips to consider

You’ve already provided key messaging bullets in the creative brief. Now create your campaign visuals to illustrate your Creative Brief ideas. Use Canva to create (free software) the visual(s) to promote your speciality menu product; then note how it could be adjusted along with the content for different channels and tactics.

Think about how Starbucks gains attention in their IMC strategies to ensure people are paying attention to their communication?

• Craft messages that resonate with your target audience and differentiate the Starbucks brand from competitors.
• Ensure consistency in messaging across all marketing channels. Create a campaign to be used and can be adjusted for selected marketing channels and tactics.
• Explain why words have power, visuals tell a story, colors make you feel, pictures make you remember, illustrations make you think, and design creates a mood. Why are these important in an IMC plan?
• Provide Starbuck examples to illustrate.

Example (for Pumpkin Latte)

From the creative brief, the key messaging for the Pumpkin Latte is to gain attention through the use of storytelling, fall colors, and outdoor pumpkin festivals to create a mood.

a. Emphasize the limited availability and seasonal appeal of Pumpkin Latte.
b. Highlight the rich, creamy flavor with a blend of pumpkin and spices.

c. Communicate the quality and craftsmanship associated with Starbucks coffee.

d. Promote the Pumpkin Latte as a cozy and indulgent fall treat.

Visual ideas:

Follow this link to Starbucks current menu items and get your creative juices (pun completely intended!) flowing.

YOUR Tasks to complete

• Develop clear and concise messaging statement(s) that convey your unique selling proposition. Explain your message in narrative format.
• Select at least 1 marketing channel from your creative brief list, develop an ad to promote your new specialty menu item campaign. Select 2 or more marketing channels for exemplary grades. Insert the Canva image for your selected ad(s).
• Explain your unique selling proposition will resonate with your target audience to differentiate the Starbucks brand from competitors.
• Share how you will insure consistency across all your marketing channels selected (in narrative form)