Media Design Master of Fine Arts Degree Program MDM530 Brand Development | Project Brief
MDM 530 -‐ Project Brief, 3.4.3 Brand Development Media Design MFA Student Name: Chris Freeman Date: 8-‐4-‐2013 Project: MDMFA Campaign Thesis Project Draft Version #: 1 Version Date:
Project Brief - DRAFT 1. Company Name Name: Hoop It Up 3 on 3 Tour Industry: Non-‐Pro0it / Fundraiser Basketball Category: Tournament & Fundraiser
3. Campaign Project Objective
2. Primary Products or Services List items below
International 3on3 basketball tour tournament all experienced outdoors. Players receive the opportunity to reveal their streetball skills around the world.
4. Big Goal (BHAG) or Project Outcome and how it will be measured for success
E.g., To rebrand Company A by completing X & Y, for the purpose of Z, etc.
E.g., To increase brand awareness toward a new target group, increase sales by 2% vs. year ago, ROI & Sales, etc.
Growth by developing a new era. Enriching the experience of participation.
Creating a way that Hoop It Up can be remembered without the brand name being stated. Starting a visual/symbol form of communication. Hoping to increase the sales by 14% in 4 years.
5. Primary Deliverables Draft
6. Key Tenets
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MDM530 Brand Development | Project Brief
Project Brief - DRAFT E.g., Brand Strategy, Evolved Logo, New Web Design, Campaign Marketing Collateral, etc.
Origin of the brand: (3 adjective words only). Words that are at the core of what the creative will evoke
Allowing the Hoop It Up 3on3 Tour Tournament brand to remain superior and memorable due to reaching out to the audience from the target’s perspective. Developing a better form of communication and appearance , advertisement wise, creating a basketball tournament visual.
Competition Opportunity Entertainment
7. Primary Target Audience
8. Target Clubs and Tribes
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MDM530 Brand Development | Project Brief
Project Brief - DRAFT DEMOGRAPHICS: Location, Age, Income, Marital Status, Education, Gender, Occupation, etc.
Lifestyle interests, loyalty brands, buying habits, social, cultural, emotional threads of the primary target group
Ages: 8-‐55+
• Ground/Turf Art • Airport • Brochure on airplane • Rent-‐A-‐Car • Bus • Hotels • Casino • Taxi • News paper stand
Basketball/Streetball Players Men, Women, Boys, Girls Teams of 3-‐4 Those willing to travel
• Fundraisers • Recreation/Gym • Schools • Live Sporting Events • Sports Magazine • Television • Movies Theater • Video Games • Attire • Restaurants • Internet • Health Clinic • Social Activity • Parks 9. Two (2) Primary Competitors & How
10. 2 Key Strengths and 2 Key Weaknesses
(e.g., Dunkin’ Donuts vs. Krispy Kreme & Starbucks)
S International/National
Gus Macker 3on3 Basketball
S Ranking
Nike Basketball 3ON3 Tournament
W Communication/Advertisement
Triple Crown Basketball
W Limited due to weather
11. Positioning Statement
12. Unique Selling Proposition (USP)
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MDM530 Brand Development | Project Brief
Project Brief - DRAFT How does the brand ‘sit’ in the market place and ranks vs. competition, AND in the consumer’s mind? (E.g, Dunkin’ Donuts is positioned as the #1 American Coffee & Donut shop vs. Starbucks or Krispy Kreme)
What is the truly unique aspect of the brand, product or service of interest can claim. E.g,, ‘The only, one of the best, the premier…what?’ (E.g. America’s 0irst coffee & donut shop, since 1950 (Dunkin’ Donuts)
Hoop It Up is ranked number 1 vs. competition. The brand appears ranked number 2 or 3 in the consumer’s mind.
Hoop It Up, being ranked the best, is the only touring tournament providing International activities.
13. Sustainable Competitive Advantage (SCA)
14. 2 Key Features & 2 Corresponding BeneXits
(The advantage the brand or product provides over the primary competitor(s)? (E.g., Dunkin’ Donuts coffee is simply a great cup of coffee, at a value price))
Are worthy of calling out in advertising campaigns, (E.g, (F) Durable; (B) consumer will 0ind value in a product that has long life and resiliency)
Hoop It Up has a more festive entertaining environment which works with multiple corporate sponsors and is located in a variety of areas for more to participate.
• Opportunities can keep people away from problems. (B) The positive activities lead to good futures, becoming positive in0luences, or understanding there is more to life than sitting in front of the television. • Touring the world along with the tournament as players seek victory brings new life. (B) Individuals are able to discover more to life and see things from other perspectives (teamwork, effort, trust, victory) and gain better health at the same time; which is only a small portion of what’s gained.
15. The creative Call to Action (Month 4)
16. Current Logo (if available)
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MDM530 Brand Development | Project Brief
Project Brief - DRAFT What must the creative work do? (E.g., To evoke a response to visit the website, increase customer base, drive sales. etc.)
Engross Increase many categories in a positive way
OLD VS. NEW
17. Tag Lines Draft Ideas (Month 4) • Nothing But Net • Welcome To My World
18. Additional Notes Hard to 0ind information about brand. Seek more videos, articles, advertisement. Information should be more interesting when viewed.
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