Bradshaw Media Design
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Bradshaw Media Design. MED3010 Advertising Personal Specialism. Creative Brief Job Description Target Audience Objectives Single Minded Proposition Substance Key Response Desired Brand Character Required Elements. Job Description.

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Bradshaw media design

Bradshaw Media Design


Med3010 advertising personal specialism

MED3010 Advertising Personal Specialism

Creative Brief

  • Job Description

  • Target Audience

  • Objectives

  • Single Minded Proposition

  • Substance

  • Key Response

  • Desired Brand Character

  • Required Elements


Job description

Job Description

Create an advertising campaign using two different mediums

The Metropolitan Police

Brand


Target audience

Target Audience

  • All London residents aged from 13

  • 13-22: young disillusioned, out of work, limited education, potential gang member/criminal, believes there is nothing out there for them. Facebook/TV/Playstation/Wii/Xbox

  • 22-35: 20 something full time workers, working on minimum wage to city average, who go about daily life as best they can, paying bills, going out at the weekend. They worry about their safety requirements each time they get on a bus, train or night out . Metro/Heat/Closer/OK/GQ/FHM/Facebook/TV/Radio

  • 35-50: start out family who work and struggle to make ends meet but ensure they always provide for their family, they want their kids to go to the best local school, they want a stronger visible presence on the street, they want their kids to be able to see the police being proactive and always around. Metro/Daily & Weekend Prints/Newsnight/TV/Radio/Ipad

  • 50-retirement: Still working middle aged adults who have seen all the bad issues relating to the Met Police for the last 20yrs and believe that will never change. Want to see transparency within the Met and greater sense of trust and community. Radio/TV/Daily & Weekend Prints/Ipad/ebooks

  • Retirement and above: concerned with energy bills and being to pay for food, they have a disadvantaged view on the youth (‘hoodies, yobs, gangs’), they want to be able to walk down the street and not be in fear. TV/Radio/Local News


Objectives

Objectives

  • I want to create a campaign that connects with all variations of London residents. It has to inspire all these groups to think differently about the Metropolitan Police.

  • I want people to have new thinking and new attitudes to be focused on how the Metropolitan Police is a force/institution that is there to help, they can be trusted and they have changed. I want people to also acknowledge that the police officers are people at the end of the day and as a community London needs to support the Met.

  • I can achieve this by producing a campaign that is honest, not showy, not expensive looking, clean, gets the message across straight away.

  • To show a different side to the police that people will never have thought of; they are human.


Single minded position

Single Minded Position

CHANGE

NEW FORCE NEW OBJECTIVES GET BACK PEOPLES TRUST

  • Clear and instant communication

  • Thought-provoking

  • Strategic insight

  • Benefit to the consumer

  • Believable


Substance

Substance

  • Why should it be believed?

  • Needs substance to back up the idea?

    Metropolitan Police

  • Single Minded Position

    NEW TAGLINE

  • Substance

    PEOPLE CAN TRUST THE MET

    WE ARE HERE TO HELP

    WE ARE THE FORCE THAT UPHOLDS AND DELIVERS JUSTICE


Key response

Key Response

  • What do we want the consumer to do after the campaign?

    to re-evaluate their opinion of the Met and if it is negative, then ask themselves if they could be wrong?

  • What beliefs, attitudes, opinions, behaviour do we want to change?

    image of corruption of senior officers, issues of racism, ideas that the Met are not willing to help

  • How do we want people to feel and think about the Met?

    I want people to see a change in the Met, that are strong, in control, trust worthy and respected

    THEY HAVE CHANGED


Desired brand character

Desired Brand Character

  • Role Model

  • Respected

  • Trustworthy

  • Fearful/Dominant


Required elements

Required Elements

  • Possible new logo

  • New motto/mission statement

  • Website links


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