Media Design Master of Fine Arts Degree Program MDM530 Brand Development | Project Brief
Valerie Davidson MDM 530 -‐ Project Brief, 3.4.3. Brand Development Media Design MFA Month 3
Project Brief 1. Company Name Name: Dr. Bronner’s All-‐One Magic Soap Industry: Consumer Packaged Goods Category: Health and Beauty
2. Primary Products or Services Organic skin care soaps, lotions and body treatments. Hair products. New all-‐purpose cleaner. Organic Awareness and Education, including Fair Trade, Industrial Hemp use, Employee Incentive, GMO Labeling, All-‐ One Interblastic Foam Shower and Spa Experience.
3. Campaign Project Objective/Synopsis
4. Big Goal (BHAG) or Project Outcome and how it will be measured for success
To establish a renewed awareness of the Dr. Bronner’s brand. To increase the customer base, thus increasing sales and generating revenue to enable the company to continue and expand it’s work in making the World a better place. To make Dr. Bronner’s a household name in the industry of healthy organic products.
5. Primary Campaign Deliverables Updated Web Design, New Logo Re-‐design, Advertising Campaign, Increased Product Positioning. Increased Awareness Campaign for Industrial Hemp, Fair Trade and 100% Organic Ingredients by developing Educational Material that can be distributed for teaching purposes.
To increase customer base by utilizing a new exposure to the products other than the liquid soap, (their top selling). This would give the company an ability to increase involvement in services they have a passion for. This would bring an increase in sales of 5% in the Rirst year and an expected 3% for the following 3 years above the spending for an advertising campaign.
6. Key Tenets • Conscientious • Generous • Passionate
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MDM530 Brand Development | Project Brief
Project Brief 7. Primary Target Audience
8. Target Clubs and Tribes
Adults, more women than men
Purists
25-‐55 years old
Health and Alternative Medicine Seekers
Educated
Environmentalists, Green and Earth Advocates
Low to middle income bracket $25 -‐ $40k per year
Natural Food Store Shoppers
West Coast
Socially Responsible People Baby Boomer, Generation X and Millennials. Eco-‐Conscious Trend Setters
9. Two (2) Primary Competitors
10. 2 Key Strengths and 2 Key Weaknesses
Mrs. Meyers
Expert knowledge of organic beneRits.
Kiss My Face
Explores new ideas for products. Product lacks media exposure. Product line has an inconsistent look.
11. Positioning Statement Currently Dr. Bronner’s is high ranking, (4.5 out of 5 on Amazon).
12. Unique Selling Proposition (USP) Dr. Bronner’s is the only brand that offers 18-‐in-‐1 uses.
The company is rated the “Greenest Beauty Brand” on the market. The product has a loyal following.
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MDM530 Brand Development | Project Brief
Project Brief 13. Sustainable Competitive Advantage (SCA) Dr. Bronner’s raised the bar on the standard for labeling a product organic. Uses 100% Fair Trade products.
14. 2 Key Features & 2 Corresponding BeneYits Feature: Dr. Bronner’s is dedicated to “Human Projects” all over the world. Bene)it: Money spent on this product will help fund the many causes the company supports. Feature: Dr. Bronner’s is good for your conscience and body. Bene)it: When you use Dr. Bronner’s you do not have to worry about what you are using since it is not only 100% USDA Organic but it is good for the environment. Both of these features can be used in the form of testimonies on advertisements. They can also both be highlighted on the packaging and placed on any electronic networks.
15. Creative Call to Action
16. Current Logo (if available)
Create new packaging design. Bring a current look to the market. Re-‐design logo to create a more updated look. Update and current. Re-‐design and improve the look of the website. Update and current. The creative team will begin work on an advertising campaign. Increased exposure to a larger population to increase sales. Develop added exposure in social media, motion graphics, promotional items, etc... for increased sales.
17. Tag Lines Draft Ideas
18. Additional Notes/Design Notes
• Clean Body, Clean World, Clean Conscience • One Soap • Dr. Bronner’s, The everyone product.
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