What’s Your Count
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Table of Contents
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Executive Summary @%$*(.1(A.-;+(:0.-".-;B((C*D1(E&'=#+F($-:(.*D1(=+01&-$#G(( (( @%+-()H9HI(9:/+0*.1.-;(0+1+$0E%+:(A.-;+(:0.-".-;>($1( '+'A+01(&J(*%+(*$0;+*('$0"+*>(K+(K+0+(J&0E+:(*&(E&-J0&-*( *%+(.11L+(.-(&L0(&K-(#./+1G((@+(*$#"+:(*&(&L0(J0.+-:1($A&L*(*%+( =0&A#+'G((@+(:.1*0.AL*+:(1L0/+21>(E&-:LE*+:(J&EL1(;0&L=1>( $00$-;+:(.-*+0/.+K1($-:(=$0*.E.=$*+:(.-(+*%-&;0$=%.E(0+1+$0E%G(( @+(:.1E&/+0+:(*%+(*$0;+*(.1(0+#+-*#+11(.-(*%+.0(:0.-".-;(%$A.*1G(( <&##+;+(1*L:+-*1($0+(J+$0#+11>(L-E&-E+0-+:(K.*%(*%+.0(:.1*$-*( JL*L0+($-:(=0+&EEL=.+:(K.*%(%$/.-;(JL-(-&KG( ( !"#$"%&'(")#*+'&"#,+"$"#'-#%#./'01"#)$'02'013#)"40','50#6#',# 0+$##2('+$-1(&/+0.-:L#;.-;G((M&0(1&'+>(*%$*D1(#&-;(A+J&0+( ,+"7#1",#,5#48"#)$'02-#'0#,*5#+59$-:##;+'-#$"%&'(%,'50#%/59,# *%+(=+01&-$#(-$*L0+(&J(A.-;+(:0.-".-;(#+:(L1(*&(&L0(*$;#.-+( N(O@%$*D1(P&L0(<&L-*BQ(K%.E%($1"1(E&##+;+(1*L:+-*1>(&-($-( .-:./.:L$#(#+/+#>(%&K('LE%(.1(*&&('LE%(J&0(*%+'G !L0(E$'=$.;-(E&-1.1*1(&J($(E&E"*$.#(&J(*0$:.*.&-$#($-:(-&-N *0$:.*.&-$#('+:.$>(+/+-*1>(=0&'&*.&-1($-:(=LA#.E(0+#$*.&-1>( $##(&J(K%.E%(.1(&0;$-.R+:(.-*&(*%0++(=%$1+1G((S%$1+(TN(4LRR( ;+-+0$*+1($**+-*.&-($-:(E0+$*+1($K$0+-+11($A&L*(A.-;+(:0.-".-;G(( S%$1+(?N(U&:+0$*.&-(+-E&L0$;+1('&:+0$*.&-(K%+-(:0.-".-;( $#E&%&#($-:(S%$1+(VN(U&*./$*.&-(E&''L-.E$*+1(*%+(1%&0*N*+0'( -+;$*./+(+JJ+E*1(&J(A.-;+(:0.-".-;G !L0(#.;%*N%+$0*+:(E0+$*./+(0+1&-$*+1(K.*%(*%+(*$0;+*($-:( E%$##+-;+1(*%+'(*&(E&-1.:+0(*%+(1+0.&L1(.'=$E*(A.-;+(:0.-".-;( E$-(%$/+(&-(*%+.0(#./+1G( (
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STATE Advertising
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Research
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Families M&EL1(;0&L=1(0+/+$#+:(1*L:+-*1(:0.-"(%+$/.#2(K.*%(*%+.0(J$'.#.+1G((@%+-(J&EL1(;0&L=(=$0*.E.=$-*1( K+0+($1"+:(.J(*%+.0(J$'.#.+1(:.1E&L0$;+:(*%+'(J0&'(:0.-".-;>(1&'+(1$.:($#E&%&#(.1(+-E&L0$;+:($*( J$'.#2(JL-E*.&-1G ( ](()*L:+-*1(J++#('&0+(E&'J&0*$A#+(:0.-".-;(K.*%(*%+.0(J$'.#.+1 ( ](()&'+(1*L:+-*1(1$.:(*%+.0(=$0+-*1(*&#:(*%+'(*%+2(:0.-"(K.*%(*%+.0(E%.#:0+-(*&(1%&K(*%+'(( ( (((%&K(*&(:0.-"(0+1=&-1.A#2
Bars 4$01($0+($-(.-*+;0$#(=$0*(&J(E&##+;+(#.J+G((4$0(+'=#&2++1(*02(*&(=0+/+-*(=+&=#+(J0&'(E&-1L'.-;(*&&( 'LE%($#E&%&#>(AL*(e.-$(H$2#&0>($(-.;%*('$-$;+0($*(3G`G(UL0=%2D1(1$.:>(O1&'+(=+&=#+(E$-(%&#:(*%+.0( $#E&%&#(A+**+0(*%$-(&*%+01>(1&(.*(;+*1(%$0:(*&(:+*+0'.-+(K%$*(f*&&('LE%D(.1(J&0($-2(&-+(=+01&-GQ(( 9#1&>(.J(1&'+&-+(E#+$0#2(.-*&F.E$*+:(;+*1(".E"+:(&L*(&J($(A$0>(*%+0+(.1(-&*%.-;(1*&==.-;(%.'(&0(%+0( J0&'(;&.-;(*&($-&*%+0(A$0G ( ]((4$01(=0&/.:+(:0.-"(1=+E.$#1($-:(O:0&K-Q(-.;%*1 ( ]((4$01(=0&/.:+($(1&E.$#(+-/.0&-'+-*
%
STATE Advertising
Research: Target Audience
The Regulars Jessica
Tyler
]((?T ]((Z&*($(e0++"('+'A+0 ]((d./+1(&JJ(E$'=L1 ]((c0.-"1($*(%&'+(&0(%&L1+(=$0*.+1 ]((c0.-"1(&-(H%L01:$2>(M0.:$2(&0(((((( ((()$*L0:$2(-.;%* ]((4.-;+(:0.-"1(&-+N*%.0:(&J(*%+(*.'+ ]((Z+$0#2(%$#J(*%+(*.'+(K%.#+(%$-;.-;(( (((&L*(K.*%(J0.+-:1($#E&%&#(.1(.-/&#/+: ]((!-+N*%.0:(&J(%+0(J0.+-:1(%$/+(:0./+-((( (((:0L-" ]((e+*1(.-J&0'$*.&-(J0&'(C-*+0-+*($-:(((( (((*+#+/.1.&-
]((?? ]((M0$*+0-.*2('+'A+0 ]((d./+1(.-(J0$*+0-.*2(%&L1+ ]((c0.-"1('&1*#2($*(%&L1+(=$0*.+1 ]((c0.-"1(H%L01:$2>(M0.:$2($-:(( ( ((()$*L0:$2(-.;%*1 ]((c0.-"1(K.*%(*%+(.-*+-*.&-(&J(( ( (((A+E&'.-;(:0L-" ]((U&0+(*%$-(%$#J(&J(%.1(J0$*+0-.*2(( (((A0&*%+01(%$/+(:0./+->(L1+:(:0L;1((( (((&0(A++-(.-/&#/+:(.-(0+;0+*JL#(1+FL$#(( ((($E*./.*2(K%.#+(.-*&F.E$*+: ]((b+($-:(%.1(J0.+-:1(A.-;+(:0.-"('&0+(( (((*%$-(&*%+0(E&##+;+(1*L:+-*1 ]((e+*1(.-J&0'$*.&-(J0&'(C-*+0-+*($-:(( (((*+#+/.1.&-
David ]((?8 ]((Z&*($(e0++"('+'A+0 ]((d./+1(&-(E$'=L1 ]((c0.-"1($*(%&L1+(=$0*.+1(&0(:&0'(( (((0&&' ]((c0.-"1(&-+(-.;%*($(K++">(L1L$##2(&-(( (((M0.:$2(&0()$*L0:$2 ]((`$0+#2(:0.-"1(K.*%(*%+(.-*+-*.&-(&J(( (((;+**.-;(:0L-" ]((9:'.*1(*&(:0./.-;>($E*.-;(.-($(( ( (((/.&#+-*('$--+0(&0(L1.-;(:0L;1(K%.#+(( (((.-*&F.E$*+: ]((U&0+(*%$-(%$#J(&J(%.1(J0.+-:1(A.-;+(( (((:0.-"( ]((e+*1(.-J&0'$*.&-(J0&'(C-*+0-+*($-:(((((( (((*+#+/.1.&-
Kylie ]((T6 ](()&0&0.*2('+'A+0 ]((d./+1(.-(1&0&0.*2(%&L1+ ]((c0.-"1($*(%&L1+(=$0*.+1 ]((c0.-"1(*K&(-.;%*1($(K++"(&-((((((( (((H%L01:$2>(M0.:$2(&0()$*L0:$2( ]((4.-;+(:0.-"1(%$#J(*%+(*.'+1(1%+(:0.-"1 ]((4+#.+/+1(1%+(:0.-"1($1('LE%($1(( (((1&'+&-+(K%&(.1(-&*($(e0++"((((((((( ((('+'A+0 ]((!-+NJ&L0*%(&J(%+0(J0.+-:1(%$1(:0./+-(( (((:0L-"($-:(%$1(%$:(0+;0+*JL#(1+FL$#(( ((($E*./.*2(K%.#+(.-*&F.E$*+: ]((e+*1(.-J&0'$*.&-(J0&'(C-*+0-+*($-:((( (((*+#+/.1.&-
c+'&;0$=%.E($-:(S12E%&;0$=%.E(A0+$":&K-($-$#21.1
What’s Your Count?
&
Research
Community(
Media Habits
;+$591+#$"-"%$A+@#*"#)'-A58"$")#,+"#A5>>90',7#C&%7-#%#-'10'4A%0,#$5&"#'0# '0H9"0A'01#-,9)"0,-:##O,#'-#9C#,5#,+"#A5>>90',7#,5#$"A510'("#/'01"#)$'02'01# $1($(=0&A#+'G((H%+(0+1=&-1.A.#.*2(J$##1(&-(*%+(E&''L-.*2(*&(+1*$A#.1%( $K$0+-+11($-:(E&''L-.*2(=0&;0$'1G
<&##+;+(1*L:+-*1(0+#2('&0+(&-(*%+(C-*+0-+*(*%$-($-2(&*%+0(J&0'(&J('+:.$(J&0( *%+.0(.-J&0'$*.&-G((9EE&0:.-;(*&(.1*0$*;2#$A1GE&'>('&0+(*%$-(T5('.##.&-(T7N?5( 2+$0(&#:(9'+0.E$-1($0+(L1.-;(M$E+A&&"($1(&J(3L-+(?887G((H%.1(.1($(T?(=+0E+-*( .-E0+$1+(J0&'(?88[G(()&E.$#(-+*K&0".-;(@+A(1.*+1($-:(K&0:N&JN'&L*%($0+(*%+( '&1*(+JJ+E*./+(K$21(*&(E&''L-.E$*+(K.*%(E&##+;+(1*L:+-*1G(H&(0+$E%(*%+(*$0;+*( $L:.+-E+>(K+(-++:($('.F(&J(*0$:.*.&-$#($-:(-&-*0$:.*.&-$#('+:.$G((
Greeks M"-"%$A+#-+5*-#N$""2#%=4&'%,'50#'-#,+"#-,$501"-,#/'01"#)$'02'01#C$")'A,5$:## 9*(1&'+(e0++"(+/+-*1>($(A$0(.1(1+*(L=(J&0('+'A+01(K.*%($(A$0*+-:+0(K%&( E%+E"1(Cc1G((OI/+02&-+(=0+N=$0*.+1>(AL*('+'A+01(K%&($0+(L-:+0$;+(=0+N =$0*2('&0+(A+E$L1+(*%+2("-&K(*%$*(.*D1(%$0:+0(*&(:0.-"(&-E+(*%+2($0+($*( *%+(+/+-*>Q($(1&0&0.*2('+'A+0(1$.:G((9EE&0:.-;(*&(1L0/+21>('.-&01($0+('&0+( #."+#2(*&(:0.-"($*(e0++"(+/+-*1G
Message C-(J&EL1(;0&L=1>(K+(K+0+(*&#:(1E$0+(*$E*.E1($0+(-&*($-(+JJ+E*./+(K$2(*&( '&*./$*+(E&##+;+(1*L:+-*1G(H%+2(;+-+0$##2(.;-&0+(%+$#*%(J+$01($-:(*%0+$*1(&J( #&-;*+0'(+JJ+E*1G((U&1*(E&##+;+(1*L:+-*1(:&(-&*(.-*+-:(*&(1*&=(E&-1L'.-;( $#E&%&#G((H%+0+J&0+>(K+('L1*(J&EL1(&-(K%$*(.1(.'=&0*$-*(*&(1*L:+-*1($-:(*+$E%( *%+'(*%+(.'=&0*$-E+(&J('&:+0$*.&-G
Media Usage for the Target Market
Radio 35.8% '
STATE Advertising
Newspaper 44.2%
Social Networks 63.8%
Television 79.7%
Internet 86.3%
Creative
H%+(*$0;+*($L:.+-E+(%$1(A++-(A&'A$0:+:(A&*%(K.*%($#E&%&#($-:($-*.N$#E&%&#( $:/+0*.1+'+-*1(*%+.0(+-*.0+(#./+1>(1&(*&(;+*(*%+.0($**+-*.&-(K+('L1*(E0+$*+('+11$;+1($-:( 1.*L$*.&-1(*%$*($0+('+$-.-;JL#(*&(*%+'G((42(=0+1+-*.-;(+/+02:$2(=0&A#+'1($-:(1.*L$*.&-1>( K+(E%$-;+(*%+(*$0;+*D1(=+0E+=*.&-(&J($:/+0*.1+'+-*1(E&-E+0-.-;($#E&%&#(E&-1L'=*.&-G
Slogan @+(E0+$*+:($(_L+1*.&-(J&0(&L0(1#&;$-(A+E$L1+(.*(+-;$;+1(*%+(*$0;+*($L:.+-E+G((O@%$*D1( P&L0(<&L-*BQ(E%$##+-;+1(*%+(*$0;+*(&-($(=+01&-$#(#+/+#($-:($1"1(*%+'(*&(0+E&;-.R+(%&K( 'LE%($#E&%&#(*%+2(%$/+(E&-1L'+:G
Phase 1 - The Buzz H%+(B9CC*5D6$(E$(=L0=&1+(.1(*&(E0+$*+(.-*+0+1*($-:(K&0:N&JN'&L*%(:.1EL11.&-( *&(:0$K(=+&=#+(*&(*%+(O@%$*D1(P&L0(<&L-*BQ(@+A(1.*+G((9##(&J(*%+($:1(0+/+$#($(#.**#+( .-J&0'$*.&-($A&L*((O@%$*D1(P&L0(<&L-*BQ(J&0E.-;(*%+($L:.+-E+(*&(/.1.*(*%+(@+A(1.*+(*&( 40)#59,#>5$":##;+"#%)-#%$"#A500"A,")#/7#,+"#&'>"#1$""0#%0)#1$%7#A5&5$-#%0)#%#09>/"$# *%+'+G
Web site H%+(O@%$*D1(P&L0(<&L-*BQ(@+A(1.*+D1(;&$#(.1(*&(+:LE$*+(*%+(E&##+;+(E&''L-.*2($-:( 2&L-;(=+&=#+($A&L*(A.-;+(:0.-".-;(.-($-(+-*+0*$.-.-;(K$2G
Phase 2 - Moderation H%+(F#)("6.+#=*5D6$((=0+1+-*1(+'&*.&-$#($:1(*%$*(0+1&-$*+(K.*%(E&##+;+(1*L:+-*1G( H%+($:1(1%&K(1.*L$*.&-1(*%$*(=0&'&*+('&:+0$*.&-($-:('$"+(*%+(*$0;+*($L:.+-E+(*%.-"G(( 9(;0.**2>(:.0*2(*$A#+($1($(A$E";0&L-:(J&0(*%+($:(E&-/+21(*%$*(A.-;+(:0.-".-;(.1($(:.0*2( 1.*L$*.&-($-:('&:+0$*.&-(.1($(1&A+0(1&#L*.&-G
Phase 3 - Motivation H%+(F#.+16.+#=*5D6$((1%&K1(1&'+(=0$E*.E$#>(1%&0*N*+0'(=0&A#+'1(K.*%(A.-;+( :0.-".-;G(I$E%(&J(*%+($:1(*$0;+*($(:.JJ+0+-*(;+-:+0(K.*%(.11L+1(E$*+0+:(*&(*%+'G(H%+(*0L*%( A+%.-:(*%+($:1(1*.E"1(.-(*%+('.-:(&J(*%+(*$0;+*(&-($(:$.#2(A$1.1($-:('$"+1(*%+'(*%.-"( *K.E+(A+J&0+(&0:+0.-;($-&*%+0(:0.-"G
Whatâ&#x20AC;&#x2122;s Your Count?
()
Creative
Phase One: Buzz Whatâ&#x20AC;&#x2122;s Your Count? H%+(O@%$*D1(P&L0(<&L-*BQ(1#&;$-(A+E&'+1(=$0*( &J(E&##+;+(1*L:+-*1D(/+0-$EL#$0(*%0&L;%(*0$:.*.&-$#( $:/+0*.1.-;(L1+>($(@+A(1.*+(#$L-E%($-:(-&-N *0$:.*.&-$#(;L+0.##$('$0"+*.-;G(()H9HI(9:/+0*.1.-;( $1"1(*%+(_L+1*.&->(O@%$*D1(P&L0(<&L-*BQ(1&(*%+( .-:./.:L$#(E$-($-1K+0(*%+(_L+1*.&-((&-($(=+01&-$#( #+/+#(*%0&L;%(1&E.$#(.-/&#/+'+-*G((H%+2(1++"(*%+( $-1K+0($-:(A+E&'+($K$0+(&J(*%+(.11L+G(
B6!!)"/$#$Y,!14)&"$!"4)+!1$(!$4&$8)1)4$43!$ 4%!(/)$%("&'(.&'(*1$(53"$()$6/("!*1$78( GT$%+''!K/*'-
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Concept
Purpose
Justification
H%.1(=%$1+(.1(A$1+:($0&L-:(*%+(L1+(&J(:.JJ+0+-*( 4#&&:(9#E&%&#(<&-E+-*0$*.&-(g49<h(#+/+#1($-:( *%+(=%0$1+>(O@%$*D1(P&L0(<&L-*BQ($1($(K$2(*&(;0$A( *%+(*$0;+*($L:.+-E+D1($**+-*.&-($-:(1=$0"(EL0.&1.*2( $1(*&(K%$*(*%+(_L+1*.&-(0+$##2('+$-1G
H%+('$.-(=L0=&1+(J&0(*%.1(=%$1+(.1(*&(;+-+0$*+( OALRRQ($'&-;(*%+(E&''L-.*2($-:(&-(E&##+;+( E$'=L1+1G(42(L1.-;(*%+(=%0$1+>(O@%$*D1(P&L0( <&L-*BQ(K+(;+-+0$*+(K&0:N&JN'&L*%(=LA#.E.*2>( $0&L1+(EL0.&1.*2($-:(.-1*.##(*%+(_L+1*.&-(.-(E&##+;+( 1*L:+-*1D('.-:1G(
H%0&L;%(J&EL1(;0&L=1>()H9HI(9:/+0*.1.-;(J&L-:( *%$*(A2($1".-;(O@%$*D1(P&L0(<&L-*BQ(K.*%(:.JJ+0+-*( 49<(#+/+#1>(*%+(*$0;+*($L:.+-E+(.1(:0$K-(*&(*%+( !"/#-',"#,5#40)#>5$"#'0=5$>%,'50#%0)#,+"# =L0=&1+(A+%.-:(1LE%($(/$;L+(_L+1*.&-G((42(L1.-;( A$--+0($:1>(-+K1=$=+0($:1($-:(=&.-*(&J(=L0E%$1+( :.1=#$21>(*%+(E&##+;+(1*L:+-*1($0+(A&'A$0:+:(K.*%( $(EL0.&L1(_L+1*.&-($A&L*($-(.'=&0*$-*(1&E.$#(.11L+G
Buzz Phase: Banner Ad
((
STATE Advertising
Creative
The logo H%+(A&**#+(E$=(.1($(E#+$->(A$1.E($-:( J$'.#.$0(12'A&#($-:('$"+1(*%+( =+0J+E*(#&;&(J&0(*%.1(E$'=$.;-G(( I/+02(*.'+($(E&##+;+(1*L:+-*(.1( $A&L*(*&(&=+-($(A++0>(*%+(#&;&( =&=1(.-*&(*%+.0(%+$:G((@%+-( E&##+;+(1*L:+-*1($-:(E&''L-.*2( '+'A+01(1++($-($:>(%+(&0(1%+( "-&K1(*%$*(.*(A+#&-;1(*&(O@%$*D1( P&L0(<&L-*BQ(A+E$L1+(&J(*%+( A&**#+(*&=(#&;&G((H%+(E&#&01( L1+:($0+(K+##NA$#$-E+:>(;+-:+0( -+L*0$#($-:(0+E+./+:($(=&1.*./+( 0+$E*.&-(J0&'(J&EL1(;0&L=1G
Buzz Phase
Newspaper
Ad Whatâ&#x20AC;&#x2122;s Your Count?
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Creative
Phase 2: Moderation
Concept H%.1(-&*(1&(=0+**2($:(E&-/+21(*%+(L;#2(1.:+(&J(A.-;+( :0.-".-;G((H%+(=.E*L0+(.1(L1+:(1&(*%+(/.+K+01(E$-(1++( *%+'1+#/+1(.-(*%$*(=&1.*.&-G((H%+(O@%$*D1(P&L0(<&L-*BQ( #&;&($-:(;0++-($EE+-*1(E0+$*+(E$'=$.;-(E&-1.1*+-E2($-:( *%+(A#L00+:(J&-*(1LAE&-1E.&L1#2(0+'.-:1(/.+K+01(*%$*( +/+02*%.-;(A+E&'+1($(#.**#+(JLRR2(K%+-(*%+2D/+(%$:(*&&( 'LE%G
Purpose `+'.-:.-;(E&##+;+(1*L:+-*1(*%$*(:0.-".-;(.-( '&:+0$*.&-(.1(A+1*G
Justification
QSIQDRSHJ!3
M'((,!NA$2 $*5,!K/*'-J!
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