Creative Brief

Core Message

We Provide trumpeters with the tools to enhance their performances and feel more confident and excited about playing the instrument they love.

Goals

• Develop baseline marketing statistics for VODA LLC
• Sell 100 Rotas first month
• Gain Pr from a musical publication

Retention Execution

Make trumpeters understand that the Rota is a huge advantage and immediately beneficial.

Call to action

Give it a whirl

Features

1. Spins your trumpet effortlessly

2. Light weight and easy to wield during a show.
3. Straps securely to your trumpet.

Benefit

1. Saves the buyer time from learning how to spin it themselves.

2. stand out during band performances confidently
3. Won't fall out of your hand and damage or ruin anything.

Implementation

Digital and can adapt to print or OOH if necessary.

Executional Mandatories

Rota Logo, Voda logo, URL,

Gender

Male, Female

Age

15-25 Gen Z

Income

10,000- 35,000

Region

United States

Marital Status

Relationship, Single

Education

High school, College

Responsibilities

Dependent for the most part.

Life Style

These are young adults who like to be themselves. They try to explore new avenues and always be one step ahead. They're at the point where they are starting to gain more independence and are now making their own decision and finding out who they really are. Becoming their own person and being accepted is crucial to their self confidence.

Advantage

Becoming their own person is important for them. Self expression and identity are key to this stage in life. We have to show how the Rota can give them more freedom and expression in what they love most. Being in band! We have to entice some competition and make them understand with practice they can really stand out.

Quotes

"We each have our own style and way of being, but what binds us is that we accept and understand everyone’s styles." —Male respondent, 16, Recife

"We must practice tolerance, and we must learn to listen and accept differences." —Male respondent, 20, Gioânia

“Whenever I'm bored, I can always find something to do on my phone.”—Male, 17

Buying habits

Overall, Gen Z spending is at its lowest level since Fall 2011. Marketing to them on a broad level will require a multi-platform social media strategy. But better to start with YouTube than, say, Facebook

Gen Z will make up 40% of online consumers by next year. An estimated 90% of teens are already consuming branded content on social media. However the Piper Jaffray survey found that teens are spending 4% less than they were a year ago and one-third of them believe the economy is getting worse.

Time Habits

The survey evaluates discretionary spending patterns, fashion trends, technology, and brand and media preferences. An impressive 83% of teens have an iPhone, and they’re not afraid to use it. In fact they’re hardly ever not using it. But their prolific screen time is a very good thing for brand experience.

According to Google, Gen Zers consider YouTube content educational with 80% saying that YouTube videos have helped them become more knowledgeable. It also makes them feel good: 84% of teens report feeling overwhelmed and stressed by school and activities and they say YouTube allows them to decompress.

Psychology

Age of identity exploration.

Young people are deciding who they are and what they want out of work, school and love.

Age of instability

The post-high school years are marked by repeated residence changes, as young people either go to college or live with friends or a romantic partner.

Age of feeling in-between

Many emerging adults say they are taking responsibility for themselves, but still do not completely feel like an adult.

Characteristics

The young adult period is characterized by rapid physiological, sexual, cognitive, and emotional changes. Many young adults also move into new adult roles and responsibilities: They may begin higher education studies, enter the workforce, move away from home, or start a family. They may be expected to accept responsibility for themselves legally and make decisions for themselves. The young adult period as “intimacy vs. isolation”, describing it as the period when individuals often begin intimate relationships after developing a sense of identity.