Spring

Quarter 2013 Madison Leskinen Creative Brief

Table of Contents
Overview and Background . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Purpose of Ad Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 The Target Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 The Key Messages to be Delivered . . . . . . . . . . . . . . . . . . . . . . 6 Reasons to Believe or Buy . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Aids to Creativity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Sample Timeline for Execution . . . . . . . . . . . . . . . . . . . . . . . . . 8 Ad #1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Ad #2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Ad #3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Overview and Background

ArtBridge is a non-profit organization that strives to enhance the urban experience by temporarily altering intersections, bridges, and overhead constructions into public pieces of art. The ArtBridge team and volunteer members view blank overhead areas around cities as untapped resources to expand their artistic canvases. An inspiring artist, Rodney Durso, founded ArtBridge in New York City during 2008. For five years the organization was only located in New York City, but recently on March 10, 2013 they opened up a new instillation in Kingston, New York. Due to the fact that New York City is always under renovation, and construction ArtBridge takes that opportunity to select unique pieces of art submitted by artists and take them to a larger scale to be viewed by millions. In order to create more awareness to artists around New York City, we are going to run an advertising campaign targeted towards young artists living in the five boroughs. For this campaign there will be three ads, each with a different headline and body copy, but will have the same overall concept. We will deliver our message to the intended audience through mediums that they view on a regular basis, such as flyers and billboards.

Purpose of the Ad Campaign

ArtBridge wants to increase the awareness of their organization, and the opportunities they present to artists to have their pieces recognized. The goal of the campaign is to double the amount of artists who submit their artwork to be chosen to be on the next project. The turnaround time for the campaign will be a year and a half from the advertisements being taken off the press and distributed around the targeted cities.

The Target Audience

The Primary Audience Our campaigns initial target market is young adults, both men and women living in Manhattan, Bronx, Queens, Brooklyn, or Staten Island that range from 18 years old to 29 years old. As of 2010 there was about 400,000 individuals in this age group currently living in New York City, and we aim to have our campaign ads be viewed by the 300,000 in the targeted age group, and have a quarter of 400,000 reply to our call to action. The audience that we are striving to reach out to are young adults that fall under the hipster stereotype, people who enjoy indie and acoustic music, regularly drink coffee from baristas, cafes, and Starbucks, and enjoy expressing themselves through the different forms of art. Generally this group has their set opinions and standpoints on the popular debate topics, and fall under being Independents or Liberals when it comes to politics. They believe in equal rights for women and men, and equal rights for gay, lesbian, and transgender individuals, which includes the right to marry whom they choose to. In addition to having open minds on things that Republicans are often against, they are activists for making our world ecofriendly, so they recycle, plant trees and gardens, ride bikes or if they drive its in a hybrid car, and they use products that are healthier for the environment. This primary target audience would take part in our non-profit organization, and promote the campaign because it is about giving young artists the chance to have their emotions, opinions, and views on life exposed to the residents of New York City. Although ArtBridge does not relate to going green, one of our overall objectives as an organization is to make the city beautiful, and vibrant through art, which the hipsters will appreciate because traditionally only art can be respected through galleries, fashion shows, coffee shops, and universities that offer art programs. Since they themselves are artists, or value art whether it be fine art, contemporary, or abstract, they view is as an outlet to escape the chaos of the city life, and will either feel motivation to submit their own work, a friends work, or donate to our organization so we can expand our project sizes and reach other cities besides New York City.

The Secondary Audience Our second target market fits the same age range as the primary audience, 18 years old to 29 years old and also lives in one of the five boroughs of New York City. A majority of the 400,000 individuals in this age group would fall under the secondary audience because our primary audience is very specific, and the secondary audience is more relatable and general attributes found in young adults. What sets the secondary audience apart for the primary audience is that they are not as extreme as the hipster group. They have a neutral perspective when it comes to politics and debate topics. They could be Liberals, Independents, or Republicans, but are not on the extreme sides of either party. They enjoy being in New York City because you can get from point A to point B by riding a bike, taking a taxi, or the subway system. They also welcome how diverse the city life is because it exposes several cultures and perspectives that you cannot experience in many other locations. This is what drives their outlook on the several mediums and forms of art, it can be used to enlighten people on cultures, religion, emotions, and opinions. Unlike the primary audience, the secondary audience is not artists themselves, so the reason why they will partake or believe in our organization will differ from the primary audience. They will participate by donating, volunteering in the projects, and supporting the artists who do get accepted to be showcased around the city. So although they will not actually be included in double our submission numbers, they can help promote the organization by sharing our flyers, and sharing through word of the mouth. They are more accepting, and willing to donate money to causes instead of always saving or spending their money on other activities. They believe in organizations that help benefit and give back to the people and the communities around them who help give them the chance to continue their projects.

The Key Message to be Delivered

For our ad campaign the most crucial message that we want our primary and secondary audiences to take away is that ArtBridge is a non-profit organization that strives to give artists the opportunity to showcase their own artwork to the millions of residents in New York City, and were an organization that artists and art fans can support by submitting work, volunteering, or donating.

Reasons to Believe and Buy

Non-Profit Organization that encourages and supports the arts, which is currently getting cut from grade level schools around the United States. Give artists the opportunity to jumpstart their name in the art community, by promoting their name and artwork in upcoming projects. We only use pieces from submitted artists, not based on experience, reputation, or establishment, but on talent. We take art outside of the traditional areas they can be found in, to show the public how beautiful and inspiring art can be. We auction off the pieces from each project, which helps the artists with establishing themselves after the projects are over as well. We bring life to areas in the city that are under renovation, to take structures that may not get noticed before, but will get recognition during the duration that ArtBridge involves that site in a project. Our projects can inspire and influence people within the community to become more involved in their artistic side, or support the arts. Can create activists in the city to work to get the forms of arts back into grade schools and help show the importance of art is important for children to experience.

Aids to Creativity
Brand Personality ArtBridge is a genuine and sincere non-profit organization, we believe in giving back to the community that supports our goals and us. We see the world as a canvas, and no artist should feel restricted on where they are allowed to express themselves. There are no tricks in our organization, whatever you put into our projects whether it be art, time, or money we will make sure it is put to the use we say its going towards, and will give back to the people who help us going strong, and continue to do what we believe in. Consumer Insights Residents of New York City benefit from supporting organizations that encourage aspects that keeps the city unique and exciting. Art, music, and culture are key components that keep people visiting, moving to, and living here. Organizations like ArtBridge help artists gain independence, recognition, affiliation, and diversion. Positioning Taglines No restrictions, just art. Paint outside the canvas. Connects the public to the arts. Mandatory Elements Current logo (included on title page) Current slogan, Connects the public to the arts. Has to be included on the three ad layouts in some way. Website is http://art-bridge.org/ Facebook page is https://www.facebook.com/ArtBridgeNYC Twitter account is https://twitter.com/ArtBridge Email address is info@art-bridge.org Expectations Previously stated we expect this new ad campaign to double the number of artists who submit work, number of volunteers, and donation amounts within the next year and a half. If we succeed in obtaining our goal we will have enough money to expand outside of New York City, and reach young adults who fall into our primary and secondary audiences that live in other urban areas on the West Coast of the United States. 7

Sample Timeline for Execution

May 10, 2013 Present creative brief to the board of Advisors. May 15, 2013 Determine if changes need to be made to campaign objectives, execution, and message. May 30, 2013 Receive final approval from Board of Advisors, sponsors, and employees. June 13, 2013 Creative Director review of idea sketches. June 20, 2013 Creative Director and Creative Team review rough mock ups of advertisements. June 30, 2013 Creative Director, Creative Team approve finalized advertisements. July 10, 2013 Creative presentation to Board of Advisors, and employees. July 24, 2013 Media presentation of flyers, billboards, and banners that will be displayed within all five boroughs of New York City. August 1, 2013 Print advertisements. August 15, 2013 All ads are set up on billboards, flyers are posted around the city, and banners are hung around the city. February 15, 2014 Measure campaign success.

Advertisement #1:

Advertisement #2:

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Advertisement #3:

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Bibliography "Connects the Public to the Arts." ArtBridge. N.p., 2011. Web. 05 May 2013. Salvo, Joseph J., Arun Peter Lobo, and Adam L. Willett. New York City Population Projections by Age/Sex & Borough. New York: New York City Department of City Planning, Dec. 2006. PDF

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