This week we started to take inventory of what we’ve already done and what we still need to do for our final report and presentation for the Better Business Bureau. We also spent some time solidifying the concepts for each of the advertisements that will make up the main assets of our report. Most of our time, though, was spent piecing together the communication plan. To do this, we have started relying heavily on the Field Book to guide us.
First, we spent a great deal of time developing five box positioning for the overall Better Business Bureau, then for each of the areas our project focuses on: the Children’s Advertising Review Unit, the Children’s Food and Beverage Advertising Initiative, and then the various services the BBB offers (business ratings and reviews, handling consumer complaints, Auto Line). Partway through this process, we made the observation that we probably should have done this earlier in the process, but luckily the work we had already done matched well with what we learned in developing the five boxes. That being said, the boxes came somewhat easy because we do have such a strong grasp of the BBB based on all of the research we have done to this point. Also, as we were working through the five boxes and thinking about the ads we have developed, we had an ‘a ha moment’ and came up with another simple ad concept that we feel works well with the overall purpose of our work of telling the story of the BBB to the American family.
For this coming week, main objective is to get mockups of our ads produce and to market test them with a few members of our target audience. Once we have done this, we should have all the necessary pieces in order to complete our project.
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