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5017 - Design Advanced 1 Start Briefing Date: Group
A - January 20 - 8.00am In Class Oral Presentation Date - This project is a contest so there will be a formal client presentation. The client representatives will attend the briefing - and your presentation. Group
A - February 10 - 8.00am CLIENT: The Township of Lucan Biddulph, - Economic Development Committee TARGET MARKET: Your client has two (2) target markets to address with their proposed marketing plan: (1)
Primary Target Market This primary target market should be your principal focus. You should however remind yourself that this final program will be presented back to the secondary target market as a sign that the Lucan-Biddulph municipality is willing to work with them. The new home buyers can be characterized as follows: > In this case, the perspective home buyers are all couples and families who are shopping for new housing in the London and Middlesex area. > They are people who are looking for an entry level home or a second stage home i.e., seeking to upgrade from their existing house (more space and better neighbourhood/community). > They are, for the most part, double income families that work in and around the City of London. They are seeking the best house possible given their budget, i.e., value oriented. > They value the safety and security of living in a small community where the pace of life is slower. >
They demand equitable access to the recreational and retail amenities
found in the City of London. (2) Secondary Target Market The client is seeking to attract residential developers to start new home construction within the municipality. The developer will purchase a parcel of land within the municipality, establish a land-use plan of residential sub-division and service the proposed subdivision, i.e., roads, sewers, water, electricity. The client would like to attract residential developers that construct residential sub-divisions for first time home buyers and second stage home buyers, i.e., seeking to upgrade from their existing house (more space and better neighbourhood/community). OBJECTIVE: ”To promote the Township of Lucan Biddulph as a viable bedroom community for the City of London and stimulate new residential growth, i.e., housing sales” HIDDEN AGENDA: By attracting new residential development and home owners, the municipality will acquire additional tax assessment (money) and stimulate the local business community, i.e., retain existing businesses and attract new retail businesses. DESIRED IMAGE: LUCAN IS THE RIGHT PLACE TO BE! > A safe and affordable bedroom community to raise your family; > A community that offers you access to all the amenities your family demands, i.e., recreational and retail; >
A community that affords you a short and easy commute to your job in
the City and a less stressful
life style when
you return
home; DESIRED RESPONSE: > The Township of Lucan-Biddulph is a viable and potentially profitable community in which to build and sell houses; > The Township of Lucan-Biddulph is the new residential growth centre, just north of London (the next Ilderton and Dorchester); > The Township of Lucan-Biddulph offers my family everything we have been looking for in a new home and community; > I need to consider Lucan-Biddulph for my next home purchase; > Why didn’t I think about Lucan-Biddulph for my next home purchase? It offers my family a small town lifestyle, great homes at affordable prices and I can easily commute to the City. VEHICLES: The slate is clean... you will have to develop the branding, slogan/theme and imagery that will be utilized in all promotional vehicles. The focus of the project is the target markets identified above. You have complete freedom to select any marketing vehicle you choose. Your only limitation is an approximate budget of $30,000 for the whole project. The
items below are suggested vehicles which you might wish to incorporate
into your vehicle marketing mix. All
signs will be 30" x 56" CMYK. Apply your
brand, image or slogan
to this vehicle
in such a way
as to ensure that
travelers have geographical recognition
of the
client..... http://www.lucanbiddulph.on.ca 7. Recommendation and Proposed Budget – The client is recommending a budget of $30,000 for the entire marketing campaign. Your marketing campaign may be applied in a staged approach over a one to three year timeframe. You are to develop a budget estimate with recommendations on how the budget should be allocated for each vehicle designed. A proposed timeline may also be recommended so the entire promotional package has the greatest impact possible. Specifications: There are none. Since you are recommending the vehicles - you will also recommend the specifications. Budget will drive your recommendations. (strong recommendation from Rob - keep the main brand vector - make it work in B&W first) What to hand in for evaluation: 1. Final Presentation Storyboard 2. Your Recommended Budget Overview Project evaluation will be based on: 1. Fulfilling the project objective as stated in the briefing - 90% 2. The physical Storyboard Presentation itself - ie. neatness, cleanliness, visual appeal. - 10% This project is a contest! First Prize $750 Second Prize $250 Third Prize $150 Fourth Prize $100 It is intended that the First Place Winning Submission will be fully utilized in the media by the Client and as such the intellectual properties involved will be owned outright by them to do with as they see fit - FREE & CLEAR for EVER and EVER.
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