Creative Brief

CLIENT: DIGITAL GUIDE, INC.

PRODUCT: BOSTON CONNECT

DATE: 2/10/2020

WRITER: RHEA JACOBS

BUSINESS OBJECTIVE

Awareness + Action: To build awareness about ‘Boston Connection’ and convince target audience to download the app.

BUSINESS PROBLEM

Digital Guide, Inc. wants to launch the company with its first product offering - Boston Connection. The mobile app, which is available for free download, is intended to help newcomers locate necessary resources in the city.

PRODUCT PROFILE

Boston Connection is a one-stop information guide that eliminates the hassle of visiting multiple websites to identify affordable furniture and grocery stores and things to do in Boston. The brand will also organize events so users can meet new people.

TARGET PROFILE

M/F, 19-30, international student or young professional, medium disposable income, residing in Boston. This person is looking to smoothen the move from their home country to Boston and is comfortable using mobile apps for different purposes.

Person X has recently moved to Boston from a foreign country. Due to budget constraints, X wants to identify stores that offer affordable but good-quality furniture and groceries. Further, X has never purchased and built his/her own furniture before or had to worry about maximizing storage space. X is excited to explore the city. Since X is living away from home, he/she is looking forward to meeting new people to build a strong network of friends.

TARGET PROBLEM (CURRENT PERCEPTION)

I need information on affordable furniture and grocery stores and what each one’s specialty is. I use Google and Quora to look for details and recommendations, but I find the process to be tedious. It would be helpful to have this information in one place. I am excited to explore Boston. Being away from home is tough and it can get lonely, so I want to find a way to meet people and build new friendships.

TARGET SOLUTION (DESIRED PERCEPTION) (CAMPAIGN PLATFORM)

Advertising will convince target audience to download ‘Boston Connection’ because the app is a one-stop source of information on the best places to travel, eat and shop in Boston, and it also provides users with the opportunity to connect with new people.

SOLUTION SUPPORT

Information on furniture stores with user recommendations; List of essential products to maximize storage space and other helpful suggestions; Details about grocery stores and each one’s specialty with user recommendations; List of places to visit in Boston, with suggestions on how to organize each trip; List of restaurants in Boston with coupons for first-time visitors; Events.

SOLUTION ALTERNATIVES (COMPETITORS)

Google Maps, Quora, Eventbrite, Meetup

BRAND IDENTITY

Warm, friendly, informative, fun, collaborative, useful

MANDATORIES

© 2020 Digital Guide, Inc. Contact info