HUMAN TRUTH AD CAMPAIGN ZACH BRIGGS ALICIA ROSA
&
TOM DEMPSEY RYAN MCGEE
CONTENTS
CONTEXT Situational Analysis 4 Historical Background 4 S.W.O.T. Analysis 5 Environmental Analysis 6 Competitive Analysis 7 CAMPAIGN Research Summary 8 Target Market Profile 8 Objectives 8 Creative Brief 9 Problem 10 Big Idea 10 EXECUTIONS Ads 10 Additional Executions 12 AGENCY Team members 14
CONTEXT SITUATIONAL ANALYSIS
W
ith fashion trends growing and disposable income decreasing, people are looking for more ways to look good for less. The current brands with the most market share in the eyewear and care industry offer a huge selection of designer frames at prices that people feel they are forced to pay. America’s Best is a brand with a “low-quality” image that is looking to compete with these other brands by differentiating itself.
HISTORICALBACKGROUND I
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RESEARCH SITUATIONAL ANALYSIS
n 1978, Bill Grody, at the age of 25, formed America’s Best Contacts & Eyeglasses. Their first storefront opened on Chicago’s “Magnificent Mile” in the third-quarter of 1978. America’s Best was founded following the Federal deregulation of the eyecare industry, which permitted price advertising of eyewear, eye exams and related services and supplies. America’s Best was the first eyewear company in the United States to offer contact lenses and the coinciding eye exam for under $100. Later, it became the first in the
industry to adopt an under $50 package, that included frames, lenses and exams. Since its founding, America’s Best has held a leadership position in the industry, providing quality, service and a complete eye-care and eyewear servicing at the lowest prices possible across the board. The company has expanded to over 350 locations in the United States and they have become the largest buyer of designer overstock frames in the United States.
STRENGTHS
WEAKNESSES
Low Prices
Unattractive website
Online Ordering
“Low Quality” perception
Full-service (eye exams and supplies)
Non-unique Branding
OPPORTUNITIES
THREATS
Word-of-Mouth advertising
Strong established competitors
More unique branding
New competitors entering the market
Site-to-Store option
S.W.O.T. ANALYSIS
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RESEARCH S.W.O.T. ANALYSIS
ENVIRONMENTAL ANALYSIS I
n the past, the sole function of eyeglasses was to improve vision. As fashion and style grow in importance to our culture, eyewear has becomes increasingly integrated into individual style and personality. People own multiple pairs of glasses, sunglasses, and colored contacts. Some tweens and teenagers wear glasses simply for aesthetic reasons; they don’t even have a prescription. Existing brands such as LensCrafters and emerging brands such as Warby Parker have adapted to this, but America’s Best is lagging behind on this trend.
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RESEARCH ENVIRONMENTAL ANALYSIS
POLITICAL FORCES: Many insurance plans do not cover vision care or only cover the minimal amount. It has become more difficult for consumers to find frames they like without paying a fortune outside of what insurance covers, which is usually just an eye exam and up to $100 on a single pair of frames.
SOCIOCULTURAL FORCES: High end fashion brands such as Dolce & Gabanna, Coach, Vera Bradley, Prada, and Gucci have extended their lines to include fashion glasses. Even brands that don’t make clothing such as Seventeen, Cosmopolitan, and Vogue have created lines of eyewear, making glasses “cool” again. While these brands create eyewear that is on trend, their products are very expensive and people that do want to pay hundreds of dollars that their insurance likely won’t cover.
COMPETITIVE ANALYSIS
Warby Parker is an American eyewear company that sells eyeglasses and sunglasses. They are one of the most innovative and high fashion glasses brands. Warby Parker differentiates themselves through their branding and unique service. They offer the option of choosing different glasses online and getting them shipped to your house to try on. Customers can send back the glasses they didn’t like and keep and pay for the ones they do like. This is a great way to differentiate from other eyewear companies, but their glasses are more expensive than America’s Best. They are a good brand for people that use their glasses to express their personality or personal fashion style.
Pearle Vision is a large brand with locations in the United States and Europe with a large selection of designer brands at expensive prices. They don’t have a very strong or distinctive brand image, and their service has a below average perception.
LensCrafters has the largest market share in the eyewear industry. They have locations all across America and have the largest selection of brands. They are also the most expensive. It is viewed as the most high-end brand.
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RESEARCH COMPETITIVE ANALYSIS
CAMPAIGN RESEARCH SUMMARY
OBJECTIVES The main objective of the research was to discover what the target audience, which includes young and mature adults, is most concerned about when purchasing glasses. Other objectives included identifying the strengths and weaknesses of the America’s Best brand, and find out what consumers prefer about both retail store and online shopping. PRIMARY The primary research for this campaign was focused around interviews with people in our target market: people in the 25 to 54-year-old age range who wear glasses. The interviewers asked participants to explain some aspects they liked and disliked about shopping for glasses. One thing people enjoyed was being able to shop with another person in order to get second opinions about how frames looked, and for this reason an overwhelming preference was to shop for eyeglasses in stores instead of online. Another point that multiple interviewees commented about was that glasses are often too expensive, CAMPAIGN and price is a major factor when making a decision on which RESEARCH pair to buy. One interviewee commented, “The best pair
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SUMMARY
always seems to be the most expensive,” which is a statement that was used as inspiration in creating this ad campaign. SECONDARY Secondary research consisted of collecting data from MRI+ Mediamark reports, the America’s Best website, and competitor websites. The MRI+ Mediamark reports proved very helpful in determining a target audience, as the research showed that there was not a specific, narrow demographic that shopped for glasses, but rather that a large range of people used the same resources. This information led to a broad group of 25 to 54-year-olds being considered for our target market. We also used information about prices and promotions that, as determined by the primary research, would be an appealing selling point to consumers. TARGET MARKET PROFILE Our campaign targets men and women ages 25-54. These people want to look good at an affordable price, but don’t want to have to compromise their style just because of a sale or lower price. When they buy glasses they want to find a pair that supplements their style that isn’t going to break the bank. They often find themselves having to walk away from a pair of designer frames that look great but are
too expensive. Our target market is somewhat skeptical to try America’s Best because they feel that they do not carry the same brands and they do not feel that their prices are that much lower than their competitors’ prices. They view America’s Best as the “lower quality brand” that won’t be able to provide the stylish frames that they are looking for. They would rather pay more for an expensive pair rather than being disappointed in another store’s selection. Our target market cares about looks and fashion trends despite focusing on their careers and families.
OBJECTIVES Increase awareness of America’s Best brand Remind loyal costumers of the benefits America’s Best gives them Tell potential costumers that America’s Best is price conscious Ensure that potential costumers know they don’t have to sacrifice style for price with America’s Best
MANDATORIES • Use current logo • Create new tagline • Include call to action
TONE The tone of the advertisements is meant to be fun while still addressing a serious concern of the customer. The images in the ads, which speaks to a different personality within the target market, are meant to grab a person’s attention with bold colors and styling. The copy intends to use clever word choice to communicate the serious problem of good-looking frames that cost too much.
SUPPORTING EVIDENCE • America’s Best Contacts & Eyeglasses allows you to shop at a retail location or order glasses online, and even offers eye exams in their stores. • Retail stores have employees who are kind and willing to help. • America’s Best offers the same popular, designer brands that many people look for. • The largest competitors of America’s Best offer similar services, but not always at such a discounted price. • Members of the target market prefer to purchase glasses in the store opposed to online so they can try the frames on.
PROMISE America’s Best allows you to shift your attention from price and focus on what really matters: finding the right pair of glasses that accentuate your personality.
TARGET AUDIENCE Men and women, 25-54, middle class.
ROLE OF CAMPAIGN Increase awareness of the America’s Best brand. Educate customers about a lead promotional offer from the brand. Address a common concern of the target audience that price can deter a customer from purchasing the eyewear he or she desires.
BACKGROUND America’s Best Contacts & Eyeglasses began providing discounted eyewear and eye services in 1978. Today, the brand has over 350 retail stores around the country as well as a comprehensive online store. Between the two methods of shopping, customers can purchase glasses and contacts, eyewear accessories, eye exams, and a number of other products and services. America’s Best is wellknown for offering designer eyeglass frames at discounted prices, a deal they are able to provide by purchasing their frames in large volumes.
CREATIVE BRIEF
EXECUTION ADS
PROBLEM You’ve found the perfect pair of glasses, and then you realize it’s way out of your price range. This is a common problem, practically a human truth. BIG IDEA America’s Best allows you shift your attention from price, and focus on what really matters: finding the right pair of glasses that accentuate your personality.
10 EXECUTION ADS
ADDITIONAL EXECUTIONS O
ur first non-traditional execution will be an out-of-home ad featured in elevators in buildings in major cities. Mirrors in elevators will have different glasses frames on them so consumers can stand in front of the mirror and see how they would look in the glasses. The decals would feature the America’s Best logo and copy explaining what to do, how to upload a picture, and a message cohesive with the print ads. Our second non-traditional execution will be glasses coasters placed in bars. Our target market age is the typical age found in bars in major cities. The coasters would feature the pun, “Wish these glasses were cheaper?” and inform the user of the deal they can receive with America’s Best. Our third non-traditional execution would be a spot on the hit show “Project Runway.” The show is usually sponsored by or partnered with a brand where the designers create a look to be paired with or inspired by that brand or product. The show would feature America’s Best and the contestants would create a look to go with a pair of America’s Best glasses. Research shows that a large majority of our target market is in the demographic of people that watch Project Runway so it would be a great way to reach them.
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EXECUTION ADDITIONAL EXECUTIONS
13 EXECUTION ADDITIONAL EXECUTIONS
AGENCY Z
ZACH BRIGGS
ach is the Marketing Director for Park Productions. He has designed and currently maintains this organization’s website, as well as graphics for various projects. Over this past summer, Zach worked at Burch Creative Capital in New York City. This internship was an inspirational opportunity to work alongside marketing professionals. He is beginning the semester as Food for Thought’s Marketing Director, organizing marketing initiatives for its events and activities, which benefit the lives of children worldwide who are denied basic living necessities and a quality education. Additionally, Zach is the coordinator for Concert for a Cure, an annual benefit event that raises money for cancer research. In his spare time he also creates marketing materials for the School of Business, is the Chief Layout Editor for the Park Scholar annual report, and is the Events and Marketing Director for 180 Degrees Consulting, an international student-run consultancy that works with non-profit organizations. South Hill Elementary School has also welcomed Zach back to volunteer for his third year in a row. Zach is a recipient of the Park Scholarship, a merit based scholarship at the Roy H. Park School of Communications at Ithaca College.
A
ALICIA ROSA
licia Rosa is a junior Integrated Marketing Communications student from Rochester, NY. She doesn’t consider going to bed before 3 am and loves dogs and cats equally. Alicia interned with Martino Flynn this past summer as a copywriting intern where she fell in love with the close-knit small agency experience. She also participated in the annual PGA in Rochester as a brand ambassador for MercedesBenz. Unfortunately all she got was a t-shirt, not a car. Alicia is currently a Marketing Intern for the Office of Career Services at Ithaca College where she creates graphics and various promotional materials. She also does graphic design for Fattell Consulting LLC and is the Marketing Director for Stale Kale Productions. Alicia can’t wait to study in Los Angeles next year to gain more experience and also to take a cliché picture near the Hollywood sign.
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AGENCY
TEAM MEMBERS
TOM DEMPSEY T
om Dempsey is a junior Integrated Marketing Communications major and Sport Studies minor hailing from Andover, Massachusetts. A fan of Boston sports, he loves football enough to play on the team at IC while still cheering on his hometown Patriots. Last summer, Tom interned as an account manager at a sales and marketing company outside of Boston and gained valuable career experience; he also learned he probably does not want to pursue a career in sales. Tom will seek to intern in a marketing position in the Boston area again this summer, and he has no current plans to study at any of Ithaca College’s alternative campuses in the coming year.
RYAN MCGEE R
yan McGee is a junior Integrated Marketing Communications student from Ithaca, NY. He has an affinity for copywriting, and plans to attend the ICNYC program his next year in the fall. He currently acts as station manager of WICB, and works as on-air talent. He periodically takes on management of underwriting accounts and does VoiceOver work for MarCom at IC. This summer he hopes to work with a kitschy design firm in Ithaca and destroy the last shred of dignity he has by doing busywork for a “just-because-it’s-daddy’s money” start-up company out of a Cornell student’s dorm room.
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AGENCY TEAM MEMBERS
“Don’t call the world dirty because you forgot to clean your glasses.” ~Aaron Hill