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Client: Davidson Jewelers

Job #: Campaigns 4-29-24

Title: "Crafting Memories, One Jewel at a Time"

Date: 4/18/24

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1 Why does brand want to advertise?

Have more younger people, ages 20s-30s to come in and shop, increase sales.

2 Who is the audience?

A. Demographics – mid 20s-30s, income of over 20k a year, no specific education but preferable someone who had bachelors or GED, both male and female, anyone who has a steady income and can put out money on jewelry

B. Psychographics – middle to upper class lifestyle, bubbly personality and likes bling and showing off, someone who will continue shopping with us for years and be loyal, and values good quality, family owned local businesses.

C. Geographics – suburban, urban, local to medford area and south jersey

3 Who are the brand’s competitors?

KAY Jewelers, Zales, Father and Son Jewelers, Fred Meyers Jewelers, (any local or big name jewelry store in area)

4 What do they (audience members) currently think (about the brand)?

They like the brand and trust it, their grandparents and parents currently shop there but they are looking at shopping with them now.

5 What do you want them to think (about the brand)? (THINK CONSUMER BENEFIT. What the product does for the end-user.)

Want them to think that we are a trustworthy company that they can stay loyal to and has good quality products. We also want them to think we have reasonable prices and are the best jewelry store in the area.

6 Why should they buy this brand (product or service)? Clearly answer: “WHY BUY?”

Buy because we only have the best quality jewelry and have the best prices, you can trust us because we have your best interest in mind.

7 What is the big message you want them to know? (THINK SLOGAN.)

We create memories in every item we make.

"Crafting Memories, One Jewel at a Time."

8 Determine what the brand’s positioning is. Do you want consumers to say it’s safe, cool, fun, reliable, etc.? (WHAT IS THE BRAND KNOWN FOR?)

We want customers to say that we are reliable, good quality, trendy, and timeless

9 What is the brand’s USP? (UNIQUE SELLING POINT OR PROPOSITION?) What separates this brand from its competitors?

We have been a family owned brand for over 50 years, and our customers trust us enough that their families come to us generation to generation. Many family jewelry stores for their entire lives.

10 What is the brand’s character or personality?

A. What kind of personality does the brand have?

Classy, timeless, quaint, family owned, inviting

B. Who would the brand be as a famous person?

Audry Hepern

C. Who would that famous person be in relation to the consumer? (A coach, friend, uncle, sister, neighbor, dad?)

A relative, like a mother, grandmother, or a sister

D. How would that person (friend, brother, boss) speak to the consumer? How would a coach speak to team members? THINK ADJECTIVE. A coach would be authoritative, encouraging, concerned, etc.

They would speak gently and elegantly.

11 What is the tone of voice? (HOW YOU SPEAK TO YOUR AUDIENCE: Think adjective. Refer to #10d, above.)

Tone of voice would be calming, classy, with etiquette

12 What kinds of tactics (specific ad/promotional techniques) do you want to use?

Social media, blog post, outdoor ad, email

13 Think about what kind of campaign will generate press and create buzz.

Social media will be a great way to reach the target audience because of its audience on social media in general.

Blog posts are popular with today's culture so this is insightful and by creating weekly blogs about how to clean jewelry or even what new products we have will be good.

Outdoor ads are smart because putting them on a busy road near where we are located will generate a lot of attention and foot traffic in stores.

Emailing promotions and info about new products can help the store reach their audience

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1 What is the brand’s character or personality?

Classy, fancy, good quality, friendly, and reliable.

2 Why does the brand want to advertise?

To get more customers coming into the store, and get their name out there more. Also attracting younger customers.

3 Who is the audience?

Commuters on their way too or from their jobs. Preferable people who can afford high end good quality jewelry. So the ideal audience is people in their 20s-older who work steady jobs in the city.

4 What do they (audience members) currently think?

They either don't know about us yet so they don't have an opinion, or they like jewelry and come to us and have shopped with us for years.

5 What do you want them to think?

That we sell high end good quality jewelry that is affordable and trustworthy. We want them to keep coming back to the business for the rest of their lives and tell friends and family about us as well.

6 Why should they buy this product/service?

Because it is a family owned, local business that has been running for 40+ years. We take care of our customers and treat them like family and will only give them the best quality items, so they should trust us and buy from us.

7 What is the big message you want them to know?

We craft memories for you and your loved ones, one jewel at a time, a piece from us is a priceless memory.

8 Where is this going? Think medium!

On route I-76. This is a highly traveled road that goes in and out of the city with people commuting to and from work, which is our ideal audience.