fresh for breast cancer Campaign Creative Brief July 2013 Assignment 2 Integrated Marketing Communication By: Daneisha Goodman

Communication objective We want people to purchase products from our Fresh for Breast Cancer collection in addition to support the other collections we offer.We want people to purchase products from our Fresh for Breast Cancer collection in addition to support the other collections we offer. Spread the word to their friends and friends of friends via social media outlets to increase audience baseSpread the word to their friends and friends of friends via social media outlets to increase audience base

Target audience profile This campaign will be aimed atThis campaign will be aimed at male and female adults primarily in Chicago and across other major cities such as Miami and Loa Angeles; between the ages of years old High school diploma or current college student Make $20k-$60k annually or reside in the middle class sector of the economy. Moderate interest in fashion

slogan Forever Revolutionizing Expression Style & HustleForever Revolutionizing Expression Style & Hustle Sandra- The FRESH for Breast Cancer tee will help aid the rise of breast cancer awareness through research, treatment and education.Sandra- The FRESH for Breast Cancer tee will help aid the rise of breast cancer awareness through research, treatment and education.

Product Description and Benefits FRESH® for Breast Cancer version of the FCB Signature FRESH® Tee and the FCB FFBC Ribbon TeeFRESH® for Breast Cancer version of the FCB Signature FRESH® Tee and the FCB FFBC Ribbon Tee 50% of proceeds donated to the National Breast Cancer Foundation50% of proceeds donated to the National Breast Cancer Foundation Available in men and women sizesAvailable in men and women sizes Affordable pricingAffordable pricing Build a relationship with those who are affected by breast cancerBuild a relationship with those who are affected by breast cancer

Creativity strategy Budget set aside for social media marketing and the product releasesBudget set aside for social media marketing and the product releases Equity based on the outcome of salesEquity based on the outcome of sales TimelineTimeline September 4 th - October 25 th 2013September 4 th - October 25 th 2013

Unique selling proposition Exceed goals of the 2 nd Annual Campaign by increasing product salesExceed goals of the 2 nd Annual Campaign by increasing product sales Increase clients’ revenueIncrease clients’ revenue Improve site trafficImprove site traffic

Competitive positioning FCB has many competitors in the street wear community, mostly smaller shops such as: Leaders 1354 and Endswealth CorpFCB has many competitors in the street wear community, mostly smaller shops such as: Leaders 1354 and Endswealth Corp Highlighting the quality of production, the high-level project and client list, and overall attention to detail and breakthrough branding will separate FCB from its competition.Highlighting the quality of production, the high-level project and client list, and overall attention to detail and breakthrough branding will separate FCB from its competition.

Aesthetics/feel/tone Evolving, fun, excitingEvolving, fun, exciting Street savvy, urbanStreet savvy, urban

Support statement Presale will be Wednesday, September 4 th through Wednesday, September 18 th, 2013Presale will be Wednesday, September 4 th through Wednesday, September 18 th, 2013 Save 25% coupon to encourage purchasersSave 25% coupon to encourage purchasers

logo FCB Logo FreshForBreastCancer Logo

List of media assets PhotosPhotos Ad CampaignAd Campaign Social media contentSocial media content Twitter trend, Instagram, TumblrTwitter trend, Instagram, Tumblr

Infographic

Fresh For Breast cancer previous ads 2 nd Annual Tees 2 nd Annual Press Release from 2012