Strategy Board Strategy Board (I) Target Audience Extended Board Concept Board Submission Requirement for

Strategy Submission Requirement for Declaration Consist of 10 Statements: i) Brand (The Brand name itself) ii) Advertising Problem (No more than 10 words) iii) Target Audience Profile (Demo & Psychographic) iv) Direct and Indirect Competitors (3 each) v) Unique Selling Proposition (No more than 10 words) vi) Positioning Statement (Brand + USP + TAD) vii) Advertising Message (Connect Benefit to Needs) viii) Big Idea (No more than 5 words) ix) Tag line (No more than 5 words) x) ) Media Strategy (No more than 50 words)

Example of Media Strategy The website will target orange juice drinkers and convince them that orange juice good any time of day or night; proof will be it’s nutritious, thirst quenching, and energy giving, all benefits needed at various times 24 hours in a day The Audiovisual will target cost-conscious users of automobiles and convince them that Brand X performs exceptionally well without breaking their budget. Support will be that it works on new fuel-saving technology engine and EU standards design

Example of Media Strategy The showroom design will target upscale women, 25-35, and convince them that Brand Y line of cosmetics will help them make themselves successful, professionally and socially. Support will be the creation of a brand personality: fashion-forward, self- confident and hip.

Target Audience Study Submission Requirement for No less than i) 15 keywords and ii)15 Images to describe Target Audience lifestyle or inspiration (in association to the Brand)

Concept (Moodboard) Submission Requirement for No less than i) 7 keywords and ii)15 Images to describe the chosen visual strategy, and art direction (design execution/ tone and manner) i.e: Behavior of typography, Photo or CG Illustration, Graphic Motive, Representation, Visual Style, Potential Signature, Layout, Material and Texture

Strategy Board Submission Requirement for A1 Board Size 0.5mm Tick Foam Board (Bleed/ No Border)