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In this section, include any notes the creative team should be aware of. Is there a challenge
the client is faced with Any opportunities in the market What is the primary purpose for this
Client example: VirtuWare is interested in running a brand campaign promoting its cloud
computing services. In February, print versions of the campaign will run as full spreads in the
Harvard Business Journal, The Economist and The Wall Street Journal. The campaign must
scale to be used in outdoor advertising, TV and online display ads. Approved art is due on
Jan 30, by 5 pm EST.
What are the main reasons behind this project What action does the client want target
audiences to take Objectives are often aligned with the overall business goals of a client.
Client example: To raise awareness of VirtuWare as the premium cloud computing provider.
Who is the piece directed towards Describe demographics and psychographics. What
is known about the target audience already that can help the creative team strategically
design and produce an effective marketing piece/campaign Try to capture the audiences’
preconceived notions of the brand and the product category.
Client example: C-level and IT execs at large, enterprise-level corporations that are interested
in creating efciencies through cloud-based computing. These are well educated, serious
business people with a lot on their plates. They spend a great deal of time in meetings and the
whiteboard is their friend. They are strategically involved at a high level within their companies.
Cloud computing is on their minds. They fear that many vendors in the cloud computing
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