Creative Brief

Arianna Ford
Rachel Mayhew
Traci Muldoon
Sandy Morales

COMM 474
November 28, 2017

I. Project Description:
IOGEAR, an ATEN Technology Company, is a connectivity solutions manufacturer that creates
innovative, high-performing and reliable products for small and medium-sized businesses and
consumers. First known as a leader in KVM/KVMP solutions, IOGEAR has evolved to become
an expert in all areas of technology, including Audio/Video, MAC/PC, Gaming, Networking and
Mobility. For nearly three years IOGEAR has been a forerunner in USB-C product
manufacturing. The goal of this campaign is to educate consumers about USB-C and recognize
IOGEAR as a leader in this technology.

II. Description of Target Audience:

College students nationwide of all genders and races between the ages of 18-24, who use a
variety of Apple/Mac/PC/Windows laptops, smartphones, tablets etc. These students use
multiple devices at one time and are looking for portable and lightweight products. Consumers
in this demographic tend to be first adopters of new technology.

These students have incomes ranging from full-time, part-time work to unemployed. They
understand when they are seeing an ad and use social media for entertainment, news and
information. They value products that are reliable and portable. This demographic needs
products that will enable them to perform schoolwork as well as extracurricular activities on-the-
go and at an affordable price.

III. BRAND EQUITIES:

IOGEAR offers innovative, high-performance connectivity solutions. The company was recently
named as a 2018 Innovation Awards Honoree for CES (Consumer Electronics Show). Products
chosen as CES Innovation Honorees reflect innovative design and engineering in some of the
most cutting-edge technology products and services coming to market.

Known as a technological innovator, IOGEAR produces high-quality yet cost-effective products.

As a leader in USB-C connectivity, IOGEAR aims to educate the target audience (college
students) who may be unaware of this beneficial technology.

IV. COPY STRATEGY:

Benefit Statement:
● IOGEAR is a respectable and prominent leader in USB-C product manufacturing
and other connectivity devices.
● IOGEAR offers solutions for those who looking to adopt USB-C but still possess
older technology.
● IOGEAR’s products can eliminate clutter from your workstation.
● Both reliable and portable, IOGEAR products can be used and stored in the
workplace, at home, and on the go.
● IOGEAR had displayed their commitment to their customers (at any level of need
or income) by offering a wide range of products and customer service.

2
 Reasons Why/Support
● IOGEAR’s products are affordable and reliable.
● The green initiative the company takes on shows their care of the environment,
while other companies do not share the same ideals.
● IOGEAR is innovative and has market solutions that create and redefine product
categories.
● Their customer-centric culture means that customer satisfaction is a priority.
● IOGEAR is ahead of the game with their overall slogan, “We connect tomorrow,
today!”

Brand Character

IOGEAR is trustworthy, economical, trendy, and modern. They constantly strive to be a

leader in the industry and within the community. The brand is representative of an active,
on-the-go lifestyle with portable and durable products as well as a stable, reliable
solution for your home and workspace needs.

V. CONSUMER INSIGHTS:

The target audience (college students) knows when they see an advertisement. The photos
used in this campaign should not evoke selling products but instead, offer solutions to problems.
The photos used must reflect this mindset, and be engaging for our target audience.

IOGEAR is best known for their affordable and reliable products. Sleek devices in clean settings
is a must. To showcase our product being used on-the-go, these photos should be shot in
different locations with real students using the devices. The content should showcase IOGEAR
has connectivity solutions that can fit their daily needs, at school, at home or on-the-go.

The photos posted on social media (Facebook, Instagram Twitter) to promote our campaign
must meet our educational goals. Post engaging photos that are not clear advertisements and
will entice our target audience to stop and read the captions. These photos and videos will
showcase the ease of use and attractive qualities of IOGEAR products, more specifically their
USB-C ones.

VI MANDATORY EXECUTIONAL ELEMENTS:

Any posts containing graphics that use IOGEAR colors must use the official IOGEAR Signature
Colors: Green (C50, M0, Y100, K0), Gray (C0, M0, Y0, K75), Black (C40, M40, Y30, K100), and
White (C0, M0, Y0, K0). Green symbolizes nature, free-spirit, energy, as well as authenticity.

3
Gray gives a solid and trustworthy feeling. White conveys a sense of honesty, simplicity and
freedom, while black signals strength and power, which can amplify the impact of the IOGEAR
voice. If the IOGEAR Logo is used, it may only be featured in Black, Dark Gray, or White. Any
typography should reflect company guidelines; headline choices are Helvetica, VAG Rounded,
or Century Gothic and body choices are Helvetica, Arial and Myriad. The mandatory hashtags
that will be used in this campaign on each post will be #StayConnected, #IOGEAR, and #USBC.

VII Timeline:

Photos will be taken at the start of the campaign, towards the end of September. Given time to
edit, the photos will be released on a timeline according to the best times to post on social
media. Throughout the campaign, some posts will have an ad placed on them (depending on
their performance or message) to further promote and receive higher results. The last date of
our campaign will be November 30, 2017.

VIII Budget:

We have been given a total budget of $750 ($250 for October, $500 for November) to use for
social media promotion. We estimate about 300 hours being put into this project. Our agency
will charge $25/hr.