BE YOU

Account Coordinator
Melissa Cuellar
Researcher
Melanie Baduy
Art Director
Meghan Fisher
Copywriter
Tiffany Boodhoo

Creative Strategy Statement

A convergence of traditional and digital advertisements will target teenagers
who are looking to establish their style among their social group. It will
demonstrate the superiority and fashionable casual outwear of Clark Little. A
vivid illustration of East coastal living with Clark Little will convince them.

Advertising Plan
Key Fact: According to a Schwab survey, 54 percent of teens ages 13 to 18
know how to use a credit card and 64 percent know how to write a check.
Teens spend more money on clothing (21 percent) compared to spending on
any other product or category.
Advertising Problem: Consumers have a diverse selection of casual outwear,
and are unaware of the quality and fashionable uniqueness offered by Clark
Little apparel.
Advertising Objective: To establish Clark Littles apparel as a principal
influencer of fashion trends among teenagers.
Target Consumers: Primarily male teenagers between the ages of 16 - 18, who
spend most of their time outdoor.
Competition: Competition among causal outwear include stores like Bass Pro
Shop which sell several brands in one location. Individual brands include Guy
Harvey, Salt Life, Quicksilver, Billabong, and Vineyard Vines.
Key Consumer Benefit: Consumers will be satisfied with the quality of Clark
Little apparel as well as the unique trendy designs it has to offer.
Support: TV commercial, magazine ad, billboard, radio spot and social media.
Tone Statement: carefree, spirited, youthful, energetic
Mandatories and Limitations: $1 million for media, $2 for production. Logo:
Clark Little Slogan: URL: facebook.com/clarklittle

Summary:
The objective of this campaign is to establish Clark Littles apparel
as a principle influencer of fashion trends among teenagers. We are
specifically targeting 16 to 18 year old, physically active males living
across eastern coast cities. Through the use of pre-roll commercials,
radio spots, social media and billboards we plan on creating a campaign
centered around the unique aspects Clark Littles apparel line has to
offer.

Research:
Strategy: In order to establish Clark Littles brand among other
competitors such as Guy Harvey and Billabong, we are creating a
campaign that exudes a youthful, energetic and spirited feeling through
various mediums including pre-roll commercials, radio and social media.
Aside from advertising the quality of the apparel the brand offers, we
want consumers to also want to associate with the lifestyle the brand
encompasses. Weve strategically chosen a demographic we believe
our specific campaign could have success with due to numerous factors
weve researched and analyzed.
Target Audience:
As previously mentioned, we are mainly targeting males ages 13 to
18 years old who like to spend their time outdoors. For the purpose of
this research, I will specifically break down why we chose this exact
demographic by introducing data that supports each characteristic.
We chose to target not only boys, but those who like to spend their
time outdoors. According to a research conducted by the International
Scholarly Research Notices public health department, 25 percent of
males in grades nine through 12 meet the recommended 60 minutes
of physical activity per day. Furthermore, another research conducted
by The Outdoor Foundation found that the outdoor participation rate
among adolescent boys ages 13-18 has continued to rise since 2012,
adding three-percentage points in the past two years.

Finally, another study conducted by the University of Minnesota found

that 70.3 percent of males 16 to 18 years old spend at least three hours
per week engaging in outdoor activities. Because Clark Littles brand
represents an active and energetic lifestyle, it was important to target
young males who follow a similar lifestyle. The statistics and data we
found are enough evidence to show that a majority of males this age do
participate in various outdoor activities, so it is reasonable to market
Clark Littles apparel to them.
Furthermore, we also took into account the financial independence
of our target demographic. First, we look at why we market the teens
themselves instead of their mothers. Oliver Pangborn, a consultant from
The Futures Company-a market research firm, asserts, teenagers have
become the gatekeepers to modern trends. Basically, he claims that in
order for a brand to succeed they need the support of the youth. This
generation of teens holds more purchasing power now than generations
of the past.
Then, we looked to see if they could realistically make their own
purchases. A survey conducted by Schwab claims that 61 percent of
teens 13 to 18 years old know how write a check and 54 percent know
how to use a debit card. This proves that teens do have the resources
available to make their own purchases without having to be fully
dependent of their parents.
In addition to this finding, Piper Jaffrey released a semi-annual report in
October of 2014, which highlighted the fact that teens spend a majority
of their money (21 percent) on clothing compared to other categories
such as food and electronics. This same survey of 7,200 teens also
concluded teens continue to diversify their taste through discovery of
emerging brands and multi-experimentation.
Basically teens are leaving behind mainstream brands such as
Abercrombie for more unique options in order to differentiate
themselves among their peers. They also noted that, the millennial
thirst for adventure is clear with experimentation, discovery and
individuality being the new cool. This is what the Clark Little brand

individuality being the new cool. This is what the Clark Little brand
encompasses since its origin. The lifestyle associated with the brand is
one of adventure and exploration, stemming from Clark Little himself.
In addition, we are using #IAmDifferent as a running theme for our
campaign.
This study supports our plan for tacking our main advertising
encompasses since its origin. The lifestyle associated with the brand is
one of adventure and exploration, stemming from Clark Little himself.
In addition, we are using #IAmDifferent as a running theme for our
campaign. This study supports our plan for tacking our main advertising
problem, which is the lack of awareness teens have regarding the
quality and uniqueness of this brand, by creating a campaign that has
a spirited and youthful tone statement that will surely capture our
targets attention.
Media Usage:
We ultimately decide to target our demographic through pre-roll
commercials, radio spots, billboards and social media. A new study by
Deloitte found evidence that teens spend more time watching movies
and TV shows on their computers and tablets rather than on actual TV
screens. 48 percent of participants aged 14 to 24 admitted to viewing a
majority of their content through non-traditional mediums. This includes
Netflix, Hulu, YouTube and others.
For this reason we decided to create a pre-roll commercial that
could play before the main program. Because viewers will be actively
searching for what they want to watch, there will be a higher chance
of them actually watching the pre-roll commercial and retaining the
message rather than having the option to change the channel in order
to avoid viewing something. We will also be creating a radio spot that
could potentially air on Spotify, Pandora and similar music applications.
A research conducted by Statista found that the second largest
percentage of Spotify users were aged 13-18, at 21 percent. In addition,
a report by Nielsen noted that 43 percent of all new app downloads are
music applications.

These statistics demonstrate the popularity of musical application

and justify our reasoning for advertising on them. Lastly, we want to
create a social media campaign. Clark Little originally gained popularity
through Instagram, so that is a platform we definitely want to use.
A research conducted by the Pew Research Center found that 81 percent
of teens are on social media, with Hootsuite saying Instagram is
considered the most important social network by American teens. It
is clear that advertising on this platform would have success among
our demographic, especially with the specific type of campaign we are
creating. As previously noted on the Piper Jaffrey report, teens are
taking their social brand more seriously, and Instagram is the primarily
platform in which they want to create a unique presence.
Ultimately, we will be creating a social media campaign for various
social networks, which is an effective way to reach our target due to
their huge online presence and activity.
Conclusion:
Thorough research on the target demographic as well as on the medias
we are creating have provided sufficient evidence for us to confidently
proceed with our campaign as planned. In todays society, young male
teenagers are more financially independent than ever, making their
own wardrobe choices and purchases without the interference of
their parents. They have also become more conscious and aware of
their online presence and social media identity, craving a lifestyle of
adventure and exploration in order to stand out from the crowd. This
has led to the downfall of mainstream brands and the opportunity for
new and unique brands, such as Clark Little, to prosper and grow among
the youth.

Sources:
(Physical Activity Stats)
http://www.hindawi.com/journals/isrn/2012/674936/
http://www.outdoorfoundation.org/pdf/ResearchParticipation2013.pdf
http://www.ntv.umn.edu/time.shtm
(Spending Stats)
http://www.inc.com/issie-lapowsky/inside-massive-tech-land-grabteenagers.html
http://www.businesswire.com/news/home/20070919006225/en/SchwabSurvey-Reveals-Insights-Money-Behavior-Concerns
http://www.businessinsider.com/how-teens-are-spendingmoney-2014-2014-10
(Media stats)
http://recode.net/2014/03/26/teens-twentysomethings-spend-moretime-watching-tv-on-other-screens/
http://www.statista.com/statistics/475821/spotify-users-age-usa/
http://www.pewinternet.org/2010/09/14/the-rise-of-apps-culture/

Target Audience Profile

For our Clark Little campaign, we have strategically decided to target
16 to 18 year old, physically active males. The following research
includes a study on their lifestyle, purchasing habits and popular brands,
and how they get their information through different mediums.
Lifestyle:
Todays teenagers, especially males, are more focused on their friends
and professional development rather than on romantic pursuits.
According to the Center for Disease Control, the percentage of sexually
active teenagers has been on a steady decline. The 2013 U.S Census
Bureau also noted that the median age for marriage has increased from
22 to 28. Teenage Alcohol and drug use has also decreased in recent
years as teens are engaging themselves in other activities. The American
Time Use Survey researched specifically how they spend the majority
of their days. The study revealed that they spend a majority of their
time sleeping (9.2 hours), followed by an average of 6.6 hours at school
and 2.9 hours watching TV, on the computer or listening to music. They
dedicate almost an hour of their day to physical activity or sports during
the week and have around 3 hours of leisure, which including socializing
and attending events. Furthermore, another study by the University of
Minnesota suggests that male teens, specifically aged 16 to 18, suggest
that 70 percent of that population spend at least three hours a week on
physically activity. ESPN also conducted a study where it was found that
Basketball was the most popular sport among teen males, after which
came baseball and then football. Todays teens are also more employed
than ever, with 20.3 million 16 to 20 year olds currently working part
or full time. The annual wage for 15 to 10 year olds with a job is just
around 4,900 dollars.
Purchasing habits and popular brands:
Piper Jeffreys 2014 annual report revealed that teens spend a majority
of their money on clothing and food. Popular restaurants they visit
include Chick-Fil-A, Starbucks and Taco Bell. Another survey revealed
that their favorite places to shop for clothes include Nike, American
Eagle and Urban Outfitters, with brands like Hollister and Aeropostle
losing popularity. Furthermore, 67 percent of teens own iPhones, with
Apple being their favorite technological brand. It was also revealed by
Credit Donkey that teens are willing to spend more money on technology
than any other product. Teen males are also not saving up as much
money as the use to for cars or other luxurious items.

Ho w t h ey c o ns um e m e d i a:
Not surprising, 95 percent of teens are online and so this serves as
their primary outlet for gathering information. As previously noted,
radio consumption has declined with teens preferring to get their music
through online streaming applications or programs, the most popular
being Spotify. A research study at Morgan Stanley also revealed that teen
males consume more television when its football season. In addition we
also saw that Facebook, Instagram and Snapchat are the most popular
applications. 44 percent of boys have an Instagram account and 71
percent of all teens revealed to be on more than two different social
platforms. Also, teens dont only use social media for networking and
sharing purposes, but also as inspiration on how to brand themselves.
23.1 million teen users admitted to discovering new brands on social
media, with 17.8 referring to social media before making a decision. It
plays a big role on their perception of brands and products.
Sources:
Lifestyle:
http://www.hhs.gov/ash/oah/adolescent-health-topics/americasadolescents/day.html
http://www.ntv.umn.edu/time.shtm
http://www.bls.gov/news.release/youth.nr0.htm
https://www.creditdonkey.com/teenage-consumer-spending-statistic.
html
Habits and brands:
http://www.businessinsider.com/how-teens-are-spendingmoney-2014-2014-10
http://home.isr.umich.edu/releases/how-teen-workers-spend-theirmoney-um-study-shows-trends/
Media consumption:
http://www.theguardian.com/business/2009/jul/13/teenage-mediahabits-morgan-stanley
http://www.huffingtonpost.com/suren-ramasubbu/influence-of-socialmedia-on-teenagers_b_7427740.html
http://www.knowledgenetworks.com/news/releases/2011/061411_
social-media.html

Ta r g e t A u d i e n c e

Media Plan
TV
Through our research we found that most teenagers spend more of their
time watching shows on their computers and tablets for this reason we
decided to create a pre-roll commercial that could play before the main
program.
Out of Home
Ads would be seen at malls on TV screens and directories and other out
of home locations in high traffic areas where teenagers can be found.
The visual nature of our campaign makes large displays ideal to get our
message across.
Magazine
Magazines cater to visual campaigns, which is why we chose this.
Placements would be in East Coast circulated copies of Sports
Illustrated, surf magazines and skating magazines.
Radio (Spotify/Pandora)
A research conducted by Statista found that the second largest
percentage of Spotify users were aged 13-18, at 21 percent making this
a great way to connect with them.
Social Media
Teenagers are heavily influenced and active on social media. Acting as
a supporting media, posts on Facebook, Instagram and Twitter will offer
extended content on the traditional media we have published.
Direct Mail
To bring the brand physically into their lives, we will send out a stickre
and information card to their homes. This will give them a sense of
owning the brand and help sell it to their friends when they see it.
Newspaper
Teenagars do not read newspapers, they get most of their information
online through the use of their smart phones, tablets and laptops.
E-mail
Teenagers are less likely to check their emails and do not respond well
to spam.

TV SCRIPT 1
: 30 spot Clark Little
Video

Audio

Scene begins with video of clark

gliding through a wave and shooting
it.

SFX: Waves crashing, indie beach

music playing, laughter in the
background.

New scenes of him and friends

wearing Clark Little apparel flashes
by.

Clark Little: Embrace the adventure.

The boys are laughing that the

beach, tight shots focus on the
shirts and their smiles.
They do tricks and tell jokes a
campfire on the beach at sunset.
They take photos and look at them.
Tight shots fall between shots
focusing on the clothes.
Fast shots zoom by of clark surfing
through a wave, capturing the
experience and tight shots pull in of
his bathing suit and top both clark
little)
End on his smile as it fades out.
Logo CL
Social Media Handles at the bottom
#BeYou

Clark Little: Embrace every moment.

Clark Little: Embrace you.
Clark Little: Clark Little Apparel.
Be Bold.
Be Daring.
Be Adventurous.

Be You.

Music and sound fades out. Last sound

heard is a wave crashing.

TV Story Board
: 30 spot Clark Little

Radio Script
: 30 spot Clark Little
Video
Clark Little: When you find your
passion, you never stop chasing it.
You surround yourself with things
that remind you of it, with clothes
that make you feel just as confident
and powerful as you do when you
are doing what you love.

Clark Little: I like to venture into

the depths of the waters. I like to
dive into the heart of a wave, take
a photo and share that power with
the world.

SFX
Intro of a Mumford and Sons song.
Shore break and waves crashing lightly
in the background

Faded laughs and voices of people

having fun at the beach.

Clark Little: Everyone should know

what that feels like. Thats why I
started Clark Little Apparel.
Be bold.
Be daring.
Be adventurous.
Be You

Song fades out

Last sound heard is waves crashing

Magazine

Outdoor

Direct Mail

Takeaway: Sticker

Digital

Social Media
Facebook
Life happens when you decide to start living it. Be Bold. Be You. Wear Clark
Little.Click the link to checkout all of our mens apparel. Bit.ly/112332

Instagram
**10 second clip of the beginning of
the tv ad**
#BeYou || Checkout the full video by
clicking the link in our bio!

Tw i t t e r
Share the #Boldest, most #Adventurous or most #Daring thing youve
ever done and enter to win a free
#ClarkLittle outfit. Make sure to use
#BeYou and tag @ClarkLittleApparel.

BE DARING
ADVE
NTUR
OUS
BE
BE BOLD
BE YOU