Tropical Hut
Re-brand Proposal

Horiondo, Dan Jieky
Se, John Paulo
Tan, Steven Kevin
Table of Contents I- Creative Brief II- Background III- Project Description IV- Rationale V- Project Objectives VI- Communication Objectives VII- Theoretical Framework VIII- Audience, Beneficiary & Market Profile IX- Project Brief X- Budget Appropriation Proposal XI- Competitor Analysis XII- Marketing Design Studies XIII- Promo XIV- Sample Audience XV- Reference

I. Creative Brief
CREATIVE BRIEF FOR Adeptus Advertising

AD AGENCY NAME Adeptus Advertising
GROUP MEMBERS (with position) Dan Horiondo, John Se, Steven Tan
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PART 1 The Challenge: what is the problem?
Discuss here the problem you think that your brand has, and why it needs rebranding.
Example: Groove’s global campaign titled “Enchanting Beauty” has been a success in first world countries. But, not in The Philippines. Groove Philippines need to align their local marketing efforts with the global line. How can Groove do this in The Philippines?

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PART 2 The Target: who are we speaking with?
DO NOT GIVE US CLASS A-E. Give us your target market’s psychographic profile. Personas are also allowed.
Example: Women who live in the Metro Manila area. They probably work in a BPO-type call center or a bank. Looking pretty and having beautiful hair is important to them to impress themselves and their co-workers. They don’t have time to watch regular tv so they just watch what ever is on YouTube® or download TV series on torrent. They are on Facebook®, Twitter® and Instagram® using their tablets or smartphones.

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PART