The Products
You’re here to see what I can make, not my walkthrough! Here is a brief client description from ChatGPT followed by the products.
Create a detailed creative brief for a Social Media and Technology company selling Office chairs. This new offering debuts near Cinco de Mayo. Please use this audience profile as the primary audience for marketing:
Business Profile:
Name: ABC Fitness Studio
Industry: Fitness and Wellness
Budget: Moderate
Geographic Location: Austin, Texas, USA
Demographics: B2C, Small businessDay 1: Social Post
I needed to figure out what the core message was for this chair, so I started with a social post. I settled on the idea of a “spotter” as a connection between the chair’s ergonomic benefits and the interests of a fitness company.
This first example is a splash image with some simple, problem/benefit copy. Ideally, I would like images that are a little more evocative of a fitness center (maybe someone lifting weights in their office chair).
This mockup is a little more typical of what I do regularly as a writer — I focus on creating the post content, while the Design team and Content Strategy teams find the right image. I chose this stock photo because it is repeated on the landing page, creating a consistent experience for readers going from one platform to another.
Day 2: Blog Post
With a social post in place, now I needed to write a blog post or landing page that would capture the broad sweep of traffic generated by a social post. Without testimonials or other real information about this chair, I went with a landing page to collect traffic. This gives an opportunity to add a little life to the product and highlight some key benefits.
This was quickly laid out using Adobe Express and Illustrator. I’m not a huge fan of the visuality, but I’m also trying to spec out one thing every day.
This landing page emphasizes ergonomics (the message from the social post)
Day 3: The Email
Email drafting is underway…
This email will be written specifically to ABC Fitness Studio, though it could be generalized to other fitness center businesses. Because this is a more direct pitch to executives for the product, I will emphasize the affordability and productivity points more than ergonomics. Ergonomics are important, but at the b2b level, I want to emphasize how this chair supports ABC Fitness Studio’s goal of fostering productivity in their media teams.
Day 4: The Review
So, is this a complete package for my client? Let’s review the pieces once they’re all uploaded to the page.
The Write Up
This is the first spec ad in this little shenanigan, so I’m going to start by listing the three options my spreadsheet gave me today. These are the exact prompts I will feed into ChatGPT.
Option 1 (social media office chairs for a gym?!) seems the most interesting, so let’s run with that.
[su_spoiler title=”Option 1: Social media company selling chairs” icon=”arrow-circle-1″]
Create a detailed creative brief for a Social Media and Technology company selling
Office chairs. This new offering debuts near Cinco de Mayo. Please use this audience profile as the primary audience for marketing:
Business Profile:
Name: ABC Fitness Studio
Industry: Fitness and Wellness
Budget: Moderate
Geographic Location: Austin, Texas, USA
Demographics: B2C, Small business[/su_spoiler]
[su_spoiler title=”Option 2: Logistics company selling cameras” icon=”arrow-circle-1″]
Create a detailed creative brief for a Transportation and Logistics company selling
Digital cameras. This new offering debuts near Glastonbury Festival (United Kingdom). Please use this audience profile as the primary audience for marketing:
Business Profile:
Name: Smith & Associates Law Firm
Industry: Legal Services
Budget: High
Geographic Location: Sydney, Australia
Demographics: B2B, Medium-sized company[/su_spoiler]
[su_spoiler title=”Option 3: Entertainment company selling shirts” icon=”arrow-circle-1″]
Create a detailed creative brief for a Entertainment company selling
T-shirts. This new offering debuts near Valentine's Day. Please use this audience profile as the primary audience for marketing:
Individual Profile:
Name: Robert Davis
Interests: Fitness, nutrition, outdoor activities
Budget: Moderate Geographic
Location: Sydney, Australia
Demographics: Male, 45 years old[/su_spoiler]
Process
First, we generate the creative brief. I already know that I’m trying to figure out how Cinco de Mayo fits in here, or if it even does. Maybe it’s just a spring-time sale.
The Creative Brief
For those interested, this is what ChatGPT gave in response to the Option 1 prompt above. I’ve bolded the things I’ll really be focusing on.
It’s important to note that this brief wants a social media post, a blog post, and some interactions with events and influencers. Two of those are not possible in this exercise.
[su_spoiler title=”Creative Brief” icon=”arrow-circle-1″]
Creative Brief: Office Chair Marketing Campaign for ABC Fitness Studio
Client: The client is a Social Media and Technology company that is introducing a new line of office chairs. They aim to target ABC Fitness Studio, a small business in the fitness and wellness industry, located in Austin, Texas, USA. The client’s objective is to market their office chairs to ABC Fitness Studio, aligning the product with the studio’s brand image and catering to their budget and needs.
Objective: The primary objective of the marketing campaign is to successfully introduce and promote the new line of office chairs to ABC Fitness Studio. The client aims to position their office chairs as the ideal solution for businesses in the fitness and wellness industry, emphasizing comfort, ergonomics, and affordability. The goal is to generate sales and establish long-term partnerships with similar businesses in Austin, Texas.
Target Audience: The target audience for this campaign is small businesses in the fitness and wellness industry, with a focus on ABC Fitness Studio in Austin, Texas. The audience consists of decision-makers or managers responsible for purchasing office furniture. The demographics include business-to-consumer (B2C) small businesses, primarily located in the local geographic area.
Key Message: The key message for the campaign should revolve around the following points:
- Elevate your workspace with ergonomic office chairs designed for fitness and wellness businesses.
- Maximize comfort and productivity for your employees and clients.
- Affordable solutions that cater to your budget without compromising on quality.
- Create a professional and inviting atmosphere for your fitness studio.
Creative Considerations:
- Theme and Tone:
- The theme should incorporate elements of fitness and wellness, featuring vibrant colors, active individuals, and a dynamic atmosphere.
- The tone should be energetic, professional, and focused on promoting a healthy work environment.
- Visual Imagery:
- Use visuals that showcase fitness-related activities and a productive office environment within a fitness studio.
- Highlight employees and clients using the office chairs comfortably while working or engaging in fitness-related tasks.
- Channels and Campaign Components:
- Social Media Marketing: Utilize platforms such as Facebook, Instagram, and LinkedIn to reach the target audience. Create engaging content, including images, videos, and testimonials.
- Content Marketing: Develop blog posts or articles that discuss the importance of ergonomic office chairs in the fitness and wellness industry, featuring ABC Fitness Studio as a case study.
- Influencer Partnerships: Collaborate with fitness influencers or local wellness experts who can endorse the office chairs, sharing their experiences with the product.
- Email Marketing: Send targeted email campaigns to fitness and wellness businesses in the Austin area, introducing the office chairs and offering exclusive discounts or promotions.
- Local Events: Participate in local business events or trade shows related to fitness and wellness, showcasing the office chairs and their benefits.
- Messaging:
- Emphasize the ergonomic features of the office chairs, highlighting their ability to promote proper posture and reduce discomfort during long work hours.
- Communicate the importance of creating a productive and inviting workspace for employees and clients within the fitness and wellness industry.
- Showcase the affordability and value of the office chairs, catering to small businesses with a moderate budget.
Timeline: The marketing campaign will run from April to June, with a focus on the weeks leading up to Cinco de Mayo to align with the product debut. The campaign will continue beyond Cinco de Mayo to ensure continued brand exposure and engagement.
Budget: The client has allocated a moderate budget for the campaign, covering social media advertising, influencer collaborations, content creation, email marketing, and event participation expenses. The budget will also include creative development, production, and promotional materials.
Key Success Metrics:
- Increase in inquiries and sales from fitness and wellness businesses, particularly ABC Fitness Studio.
- Positive feedback and testimonials from satisfied customers.
- Growth in social media engagement, including likes, comments, shares, and followers.
- Successful partnerships with influencers and local wellness experts.
- Increase in brand awareness within the fitness and wellness industry in Austin, Texas.
By adhering to this creative brief, the Social Media and Technology company can effectively market their office chairs to ABC Fitness Studio and similar small businesses in the fitness and wellness industry.
[/su_spoiler]
The Approach
I’ll end up creating a social post for Facebook and Instagram that directs readers to the blog post, as well as an email meant for fitness studios, also directing them to the blog post. The blog post will include a link to the product.
I will be using Stable Diffusion, Adobe Photoshop, and Adobe Illustrator to generate images, and I’ll use Adobe InDesign to lay things out. Whenever Stable Diffusion can’t generate something useful, I’ll use Pexels.com for free material. The image’s description will have more detail about the source.
