Strategic Message Planner 1. Client and product. What is the product? What is the product made of? Who and what made the product? Client: Dotted Tusk Product: Variety of mix and match handmade bracelets Made of: stone beads, metal and clear elastic bands Made by: Local jeweler, Caroline Gladney 2. Target audience. Paint a demographic and psychographic picture of the target. Specify one well-­‐
defined target audience. When creating strategic messages, one size does not fit all. Target audience: Women of all ages who appreciate unique, one of kind pieces of handmade jewelry by local artist in the greater Baton Rouge area. Due to the price of these bracelets, the target audience consists of women in the middle to upper class who have the time and money to spend on themselves. 3. Product benefits. Benefits are product feature that appeals to self-­‐interests of the ad's target audience. Product benefits: As stated above, each bracelet is unique and one of a kind, using only high quality stones. You can also send in personal request of what beads you would like to have on your bracelet to ensure a one of a kind piece of jewelry. This product benefits consumers because it can make an outfit complete and fashion forward. 4. Current brand image. Avoid wishing thinking. Paint a true picture of how others see the brand. Brand Image: Since this a fairly new company, few people are aware of the brand. However, those who are familiar with the company love the product and are repeat customers. They see these bracelets and Caroline’s other products as being reasonably priced considering they are all handmade. People view this brand as being fun and colorful and a great way to dress up an outfit. 5. Desired brand image. What is the image you want to have of the brand/product? Desired image: Dotted Tusk needs to maintain the brand image that it has already developed while also expanding out to its desired female target audience. Through this brand we want to create awareness and emphasize the need for these products because they are all handmade in the United States, specifically Baton Rouge. By purchasing this product, we want people to feel happy that they are supporting an up and coming local jeweler. 6. Direct competitors and brand images. Name the leading products in the brand's/product's category. Direct Competitors: Laura Teague has been producing handmade sterling silver jewelry in the Baton Rouge area for over 10 years. Is she is most well known for her high quality handmade bracelets. She is a well-­‐respected jeweler with an established career. Other jewelry stores in the area that offer a similar price for the same type of product are also direct competitors. This would include boutiques such as, Francesca’s and Charming Charlie’s. 7. Indirect competitors and brand images. These competitors are in a different product category than your brand, but can still keep the target from adopting your brand/product. Indirect competitors: Banana Republic would be considered an indirect competitor because they are nationally known and well perceived by their customers for selling clothing. Other companies that are and potential direct competitors are, Gap, Currie, Macy’s and Dillard’s. 8. Advertising goal. What do you want to accomplish with this ad? What audience do you wish to attract? What behavior do you wish to encourage? Goal: Create awareness among the target audience of this brand, the company and this product. Accomplish: Establish a larger clientele in the Baton Rouge area and make them aware of the value in purchasing one or many of these bracelets. Audience: More college-­‐aged women Behavior: Creating awareness that will lead to a purchase and repeat customer 9. Strategic Message. This is the one, clear message (theme) of your ad. It is not a slogan. It is the completion to this question: "Target audience, you should buy/use this product because ______." Ensure that your strategic message is unique. It should not make a claim that a competitor can also make. Remember that when advertising the same product to different audiences, the strategic message will change. “Locally made, locally beautiful.” 10. Supporting benefits. Also known as the selling points, these are the bits of information that you include in the ad to support the claim made in the strategic message. Benefits: Other handmade jewelry by local artists is not as affordable as the Dotted Tusk Bracelet. In addition to purchasing a great product for an even better value, you are supporting a local artist and her work. While there are many other stores locally that one could purchase bracelets, her price is competitive with the products that they offer and what our target audience would purchase. (Information in this document came from http://www.dottedtusk.com)