Creative Brief

Client: Student Sustainability Initiatives Symposium (Hosted by the USGBC

Students)
Date: 2/23/15
Prepared by: Renee Stohle
Describe purpose of organization?
-Yearly event for students that are interested in environmental fields or have
an interest in sustainability.
-Bringing together environmental and engineering topics.
-Will have campus faculty and guest speakers.
-Presentations on urban transportation, animal sciences, the Sustainable
Farm
What services does this organization need? (Mention the media they
currently utilize)
-Poster-Dining Hall Ads
-Publicity/Advertising Advice

Who/what is the competition? (Provide a snapshot of the brand situation

including current position in the category, brand challenges, competitive
threats, and future goals.)
-Earth Week Committee host(ed) a similar event at the IKE
-Student Sustainability Committee

Who are we talking to? (clear definition of who the target is both
demographically and psychographically. Be specific!)

-College students that are involved in environmental engineering or to

students that have an interest in the environment.

What consumer need or problem do we address? (Describe the unmet

consumer need that this organization provides.)
-The education of environmental sustainability and how they can be applied
to engineering and business.
What does the consumer target currently think about the
organization? (Determine whether insights currently exist or whether new
research needs to be conducted?)
-Even though last years event was a little unorganized and put together last
minute, there was high praises. They enjoyed the speakers 80 people
attended the event.

Where would we like to be in the mind of this person?

-Being green is not just about recycling. There is much more to offer with the
help of new technology and businesses.

What is the consumer promise, the big idea?

-A sense of inspiration to make the world more eco-friendly.
-There is more to do outside thanks to the abundance of
-Students will feel more enlightenment with the information presented
What is the supporting evidence?
-Various presentations on urban transportation, animal sciences, the
Sustainable Farm, and real estate relating back to the common theme of
environmental engineering.
-Positive feedback from last years symposium

Describe the organization brand in three words:

-Green-oriented, Innovative, Curious

What is the tonality of the advertising?
-Awe-inspiring. There wish to bring together the engineering world with the
environment. They want people to be insightful about fixing the world around
them.
General Notes: Event Date-April 20th (Have Posters done towards the end of
March)
-Will look into social media outlets to increase number of attendees