Given the assignment of designing a “Brand Personal Ad,” our group was challenged to think critically in personifying the Brother’s Drake Meadery. Therefore, we approached this assignment by creating a dating advertisement. While creating this ad, we considered our brand’s consumer demographics and psychographics that we gathered from prior research. It was also to important to discuss how our group imagined the appearance of Brother’s Drake Meadery.
Pictured on the right is Kyle, the 27-year-old Graphic Designer
We envisioned Brother’s Drake Meadery as a 27-year-old college graduate named Kyle. Kyle is currently establishing himself in his career as a graphic designer for a major advertising agency. Kyle embraces his creativity through art, reading non fiction, and listening to jazz music. Kyle also has a deep passion for his Columbus community and supporting local businesses whenever possible.
Our target consumer group for this ad specifically was a young classy woman between the ages 25 and 30 years old. This young would currently be working to establish herself as a successfully driven business woman. It is important to our brand that this consumer is mature and driven, while also having a passion for supporting local businesses. This consumer would share similar interests to our brand, such as unique art, jazz music, and reading good books.
Creating the brand personal ad of Brother’s Drake Meadery enlightened our group with further exploring the specific consumer group we feel is attracted to our brand. We chose the route of a dating ad because we felt this was the best way to create an emotional relationship between the consumer and brand. This quickfire challenge helped our group understand the importance of incorporating promotional opportunities with local businesses in order to satisfy the appreciation of the Columbus community. It also helped our group by reminding ourselves it is essential to be interactive with our consumer through social media and listening to what they want rather than what we think they need.
Our team had a pretty easy process in discovering a persona for our brand, COSi. A theme we have used in the past was recurrent in this sense, and that’s embracing the nerd in you. We figured we’d keep this personality in our persona as well as our persona’s perfect match,
The struggles we came across in making our personal ad was establishing the best possible partner for our persona. This was because we were looking as our brand’s perfect match is their also perfect consumer as well as tie that around a couple who would enjoy their time at COSi. Getting to work we found ourselves short of inspiration until we finally started looking at it as we have throughout our other quickfire challenges; by embracing the nerd in ourselves!
As COSi is a science museum with so much to discover we established our brand’s persona interests towards that. As for its soul mate, well same thing! Must be willing to learn, driving distance (to COSi) and a desire to learn new things!
We feel this will help improve our campaigns campaign planning as it’s getting us acclimated to our Brand’s digital presence. This will help us prepare and come up with various accolades, prizes and more. We as a team feel like we are getting closer and closer to knowing exactly how to market our brand’s presence and what exactly it has to offer.
For our brand personal add quickfire challenge, we have incorporated the aspect of Rag-O-Rama being a clothing store and wanting to expand our stylist that we have. We are going to have Sage, a recent Ohio State fashion graduate be a stylist to someone who needs some fashion help because she wants to expand her styling portfolio. We are going to advertise that anyone can nominate their friend that they feel could use an update in their wardrobe with help from Sage. The idea is that someone would get nominated and the Rag-O-Rama stylist would pick out who they feel needs the most help. After they get picked, the winner would come into the store and spend the day getting to know Sage so that she can feel out what style would best fit their personality.
Retrieved from Girl of Style
They would spend the day picking out outfits for the big reveal party. Rag-O-Rama would throw a reveal party with a makeup artist, catered food, and fun music. This is a great way for someone to be able to get experience with fashion with the Rag-O-Rama store and when they invite their friends, they will get familiar with the store as well. For this idea, it was very challenging because we were unsure of how to incorporate the store and a meeting up setting. We decided this is a fun way to get lots of people involved but also still have the experience of one on one. This is going to help us improve our team campaign planning because it will bring yet another idea to the table for some social media action. Being able to get some retweets, likes, and comments is going to help further the Rag-O-Rama brand.
Our client is The Scioto Mile, specifically a series of monthly events held over the summer called Movies on the Mile. For this quickfire challenge we were tasked with personification our brand, our consumer, a meetup for our brand and consumer and a personal ad for our client.
We personified our client as a young family returning to Columbus after moving away for a few years, the parents in their late 20s with young children. Our ideal consumer is also a young, local family. We decided on young families because The Scioto Mile and Movies on the Mile are both very family-friendly. The Scioto Mile is only 5 years old, but they took a break for a while and are coming back this summer, so we played on the age of the park when determining the age of the family and the children. We believe a young family would love to meet other young families so the parents can be friends and so their children will be able to make new friends.
For the meet up, we decided to have the families meet on the Scioto Mile for a Movies on the Mile for opening night. The challenge we had for creating the ad was we didn’t want to be too cliche, and we didn’t want to sound too creepy because we wanted to include children. This quickfire challenge will help in campaign planning because we will now be able to keep in mind that our target consumer is the family we will meet up with. See our personal ad below!
Personifying the Great Westerville Food Truck Festival is a task that comes fairly easy. With core elements such as charity and a passion for food, the festival itself embodies those principles associated with someone who is more than willing to give back to a community in which they call home. Transitioning these elements into a person was easy, and, thus, Wes was born.
Our team envisioned Wes to be about 25 years old, and new to the Athens area, although he is originally from the suburbs of Columbus. By “new to the Athens area”, our team meant that Wes, much like the food truck festival itself, hasn’t been around the area for long, but is wanting to make some connections and cement his place his place in the community. Wes, much like the social presence of the Great Westerville Food Truck Festival, took to his only means of social network communications- Facebook- and posted a call-to-action issuing an invitation to members of the Athens community to join him on his volunteering venture to the local food bank, which is akin to the Great Westerville Food Truck Festival in terms of its giving nature, as well its relations to food. Our team decided that Wes would be the type of person who would enjoy giving back, but also enjoyed the pleasures of local food, and would thusly invite his newfound volunteering group of friends out to one of his favorite food trucks of the area after their volunteering stint.
Some challenges our team faced with this quickfire were the characteristics of those consumers in which Wes was looking for. Because the Great Westerville Food Truck Festivals caters to all, there was not a great distinction to be found among the consumers, spare their passion for good food. Since the food truck festival, however, is a philanthropic event at its core, we chose to have that same principle embodied by Wes, who also sought out that same ideal from within his Facebook post.
Our team felt that this quickfire would aid in our campaign planning by identifying those who we should target over the social media channels in which we plan to use. Since we identified that attendees of the Great Westerville Food Truck Festival were fans of food and of the giving nature of the event, we can use those same topics within social media posts to incur greater engagement with those posts thereof.
The Donate Life Team chose to design a personal ad for a compassionate volunteer and healthcare advocate that seeks a friend to volunteer alongside her. We developed Donate Life into a young, hardworking and friendly female that makes the brand personal to our audience.
“Donna Lyfe” is from Richmond, Virginia because it is the location of Donate Life’s headquarters. Her humanitarian nature shows through the description of herself, as she has two rescue dogs. Her personal qualities echo those of Donate Life’s because she’s passionate about helping others and loves her work. We played on the medical aspect of Donate Life by making her volunteer location a hospital. To mimic the 18 and up requirement for organ donor registration, we made it so that the hospital also required volunteers to be 18 and up.
It was difficult to make Donate Life into a character because of the sensitive nature of its mission. It was also difficult to identify how to casually call out for a friend to contribute to its cause and really form a two-way relationship. These are also reasons why Donate Life may struggle getting its message out in a carefree, friendly way on social media. We found that expressing the pride in volunteer work and helping others while also sharing small, unrelated details about a person or a brand may make the brand more personable and entice a social media user to get involved.
The insights gained from the Quickfire Challenge will help the Donate Life team during our campaign planning because we now know how to step into the shoes of our brand and utilize its defining qualities in ways that attract the consumer.
Our client, Level One Bar + Arcade, opened in 2015 and is the newest barcade to hit the Columbus area. As a brand, Level One, represents itself with a laid-back, but playful personality and loves to encourage friendly competition in it’s audience. It promotes itself as a fun, laid-back place to grab drinks and play retro arcade games.
A personal ad we for Level One
When developing our personal ad, our group wanted it to speak in a voice that really exemplified the personality of our client, so our first step in the process was to envision our brand as an individual person. To get a good feel for our client’s audience and personality, we used information from our social media listening study as well as Level One’s website. Based on the demographics of their audience and the tone their posts on SM, we pictured Level One as 28-year-old Columbus native named Nick. Due to the techy and often geeky nature of gaming culture, we pictured Nick as an IT worker with a quirky personality and a dry sense of humor. Someone laid-back, who loves technology and computers as well as gaming and some friendly competition.
Our next step in the process was to come up to come with the ideal partner for the personification of our client’s brand. Based on the demographics we observed on social media, we pictured Nick’s ideal partner as a “kind lady” from the Columbus area in her 20s and 30s. As a gamer and a bar-goer, we pictured her as having an active social life and quirky interests involving old video games, pinball, movies, and technology. While coming up with our brand’s ideal partner, we were strongly reminded of the character Bernadette from Big Bang Theory.
Our last step was to come up with an ideal location to meet-up for a first date. We felt it was important to choose a place that really fit the laid-back, competitive nature of our brand’s persona, and thought the idea of going on a date to play laser tag would make a really good fit. We felt laser tag was a great example of a form of active entertainment that fosters a competitive spirit in the players, much like that of a barcade.
A mock-up of our brand’s personal ad
For our final Quickfire Challenge, our team was tasked with the challenge of creating a personal ad as if the brand were looking for meetup with its ideal target consumer. When attacking this challenge we sat down and analyzed who we thought our brand was. We know The Boutique Truck to be friendly and very personable to its already existing fanbase. With that in mind we decided our brand would most likely be looking for a friend, especially since the truck is new to the Columbus area. Ultimately, The Boutique Truck prides itself on being unique and trendy, so what better way to gain a new fashion-forward friend than to go on shopping trip around the city? We decided this would showcase the friendly and outgoing personality of the brand, and foster the ideology to always be seeking new trends and new places to shop, which fits both the brand’s and consumer’s values.
There weren’t many challenges our team faced during this challenge in terms of coming up with the idea; however, we had to have a long discussion on where we were going to place the personal ad. We ultimately decided that a general post on Facebook in a Columbus-based fashion page would fit this demographic the best, as well as, seemed the most appropriate given the desired meetup. In addition, we discussed how this location (on a Facebook page) would be the route we would take if we were trying to find a gal pal in the area.
This Quickfire Challenge will improve our team’s campaign planning because it allowed us to dig deeper into understanding the brand, as well as the consumer. By personifying our brand and consumer we had to really look into the personality and behavior, which will in turn help us when developing future campaigns.
Our client, Glenn Avenue Soap Company, values natural and safe ingredients in their products as well as the aspect of supporting local businesses. Because of this, we wanted to create a person who shared those same values.
When deciding what Vanessa Springfield, our brand persona, would be like, we looked to the ideas behind the brand we are supporting. We chose the 32-year old mom because we felt that it was an age that was young enough to try something new, but old enough to consider higher quality products than what you might casually pick up at the convenience store. We wanted it to be a mom because that is generally the type of people our company attracts, since Glenn Avenue offers safe and natural products to use in one’s home. The company was also started by a family, so the value of family is strong. We made her into someone who cares about the environment and wants to help promote a sustainable environment while living a natural life, just like Glenn Avenue shares in their brand story.
Our challenge when creating our brand personal ad was what exactly our brand persona was going to be looking for. Finding a way to incorporate the actual soaps was difficult, so instead we put a twist on it and went for something that was outside the box but still fell in line with the same concept our client’s products represent. We went for the idea of looking for an organic cooking class partner, because the idea behind organic cooking is using simple, safe, and natural ingredients in the process just like the process of creating Glenn Avenue soaps. We chose to look for someone who was in the Grandview Area, the same area the company shop is located in, who wanted to partake in the local community because one of Glenn Avenue’s main goals is to become more incorporated and relevant in the local community.
By turning our brand into an actual person, this Quickfire will help us in our campaign planning because it gives us a personal perspective into our client. We can see the values of our brand and it helps with the primary consumer targeting. It helps us see into the eyes of the consumer as well as realizing some goals for ourselves. Reaching out to the local community will be very important in our campaign because that will be a key part in becoming a locally supported business. It also helps give our brand a more clear voice, which is important when communicating and posting on social media. Having a clear idea will help with consistency, which is key.
Photo borrowed from: https://www.instagram.com/experiencecolumbus/
I am a female entrepreneur living in German Village in Columbus, Ohio. I love having dinner in the city and exploring everything downtown has to offer. I am very outgoing and easy to get along with, and I tend to make new friends wherever I go. I have lived in Ohio practically my whole life, but Columbus stole my heart. I am seeking someone to explore the city with in my free time!
My ideal partner in crime would probably be in their late 20’s or early 30’s who definitely loves adventure! If you’re new to Columbus I would love to show you around the city, or if you’re a seasoned cbus veteran we could get together and check out all the key spots.
My ideal meetup would be catching a baseball game at Huntington Park and lunch somewhere in the Arena District. After that we could check out all the new pubs on high street and wander around downtown. Who’s up for a night on the town?
Our process in designing our personal advertisement
Experience Columbus is our client, however, we are promoting the Certified Tourism Ambassador program it offers. Our team used a lot of information from our Social Media Listening Study assignment to get a feel for, not only what type of person our brand is, but who our best companion looks like. From this study, our team quickly learned that our our brand is a young entrepreneurial professional who holds a strong passion for everything Columbus-related and enjoys making friends easily. We discovered that our companion could be one of two things: a person similar to our brand or an adventurous person who is new to Columbus, but excited to experience new things with someone. The listening study played a huge hand in discovering this information.
The headline was a major challenge our team faced, as we came up with our current headline first, but then spent an hour trying to be more creative. We attempted to reference and spin off of Christopher Columbus, nautical things (Columbus is home to the only replica of the Santa Maria), Columbus sports teams, alliterations, and cheesy pick-up lines. None of these ideas seemed appropriate or clear to a first-time reader as to what the goal of the advertisement is. Finalizing a meet-up location was by-far the easiest part of the assignment, as Columbus has a variety of activities for a companion to want to participate in.
After completing this challenge, our team can now visualize who our brand is and who we are targeting in our campaign. This will allow us to make decisions in our campaign that best attract our target audience and give them an authentic and transparent feel for who Experience Columbus is.