Project Brief

Problem Statement

Search Engine Marketing deserves to capture a greater share of sales-driven organizations’ marketing budgets. eMarketing 101 is a clear leader in the industry and wants to show prospective clients in a fun, memorable way the clear value and outstanding results of investing in Search Engine Marketing with them.

Client

eMarketing 101

Product

eMarketing 101 search marketing consulting services.

Goals

The objectives of this ad are:

• to raise awareness about the benefits of doing search marketing,
• to show how easy and convenient it is to work with eMarketing 101 and
• to show how a steady flow of leads and sales can relieve stress on the whole eMarketing department (or the person responsible for it).

The focus is on the efficiency of working with eMarketing 101.

Audience

Mostly mid-size businesses with 20-50 employees. A slight lean toward the Travel industry. UrbanImpact.com & Landsea Tours would be good examples for mid-size businesses. The particular industry does not matter as much as the size of the business.

Within these companies we will want to target Marketing Managers, Directors, VP of Marketing, CMO, CEO, small business owners, all of whom sales are part of their daily responsibilities.

The ad will be made available on well known social networks such as Facebook, Myspace, and YouTube. Ideally the ad will be funny / entertaining enough to cause the viewer to send it to friends and colleagues.

Client Context

The general idea of the ad is to present the craziest, funniest or most unusual behaviours that could be seen in a marketing department and business context. For instance, what a very relaxed person who has met or exceeded sales objectives for a given month would do during business hours that would be seen as completely unusual.

Humour is the vector we want to use but we do not want to suggest illegal, unacceptable or rude.

We do not want our main character to be fired or anything but we do want them to push their manager’s buttons. Really pushed too! As much as it can be imagined, up to the point where the manager follows our main character’s lead and starts messing around with stuff in the office (practising sport moves, snowboarding, surfboarding, and coming to work with weird apparel (diving gear, muddy athletic gear, mountain bike gear). Sports and lifestyle choices that will appeal to a ‘BC way of life.’ Acceptable activities as long as the job is done. Go crazy!

Media Context

n/a

Ad Promise

Ad creator decides. Should obviously be in line with the product promise.

Product Promise

The promise of the ad is that search marketing delivers sales. The freedom of the main character represents the freedom of clients who work with eMarketing101 because they’re able to easily meet their sales targets compared with those that don’t use eMarketing 101.

Proof

On the wall, there will be an old-school thermometer showing sales of the month or some other clear indicator of sales progress. Each character will also have a measure of their individual sales on their desk. It will be clear the office is a serious hard sales department, though unimportant what they’re selling. Our main character working with eMarketing 101 will always come on top (or on the first position, to make some ranking analogy).

Character

Playful, fun, energetic. Those who get it use eMarketing101 and have an unfair advantage.

Requirements

• 30 second clip, which can be optimized for common web video players like YouTube.
• display provided colour logo
• Always finish with the tagline: "eMarketing 101: Traffic Means Business"
• display URL "www.eMarketing101.ca"
• Create a call to action to visit the website for more info on search and how it can help their business.

Extensions

We would like to have a 30 second clip to start with the potential to create more ads in the future using similar themes and the same character(s) with similar objectives. It is fairly easy to think of many others contexts that the unfair advantage of using eMarketing 101 could apply. The main character could recur in each scenario.