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SmartKage Creative Brief

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Pooja Iyer
Pooja Iyer

The document outlines a marketing plan for SmartKage, a baseball training and scouting system. It details the target audience as parents of baseball players aged 35-54, and the goal to educate parents on early skills evaluation and development to drive purchase of SmartKage assessments. The marketing strategies proposed include video, print, and radio ads targeting areas near SmartKage's 160 locations to help players assess their skills and potential through SmartKage's innovative performance metrics.

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Creative Brief By Team Purple
The focus is on Covert parents from clinics to SmartKage Getting Influencers of the Category (Coaches, Scouts) to talk about the Brand Educating parents about the process of recruiting, scouting and importance of understanding their childrens skills early DRIVE PURCHASE INTENT BY GENERATING AWARENESS AND EDUCATING THE TARGET 2
our target audience
4 Pen potrait of our customer Parents aged 35-54 Want to provide the best training for their children Mainly in the North East, Mid-west and Mid- Atlantic Regions Parents that are confident enough about spending money Steady income $75000 - $150000 Easily influenced by peers
5 key insights Parents want the best for the children. No matter their personal background, they want their child to be able to succeed in whatever they do. Not every parent has the same background in sports, but SmartKage can make up for that difference. The Ultimate Reality Check in skill evaluation, SmartKage reveals your skills, and can immediately put you on a path for improvement. SmartKage can provide parents and children with the knowledge they otherwise may not have about the value of training/ working on specific skills in during the offseason.
this should resonate
7 The new level of Intelligence. UNLOCK Your True Potential. USP #1
8 Game-changing Innovation A Smart Move Today, A Better Game Tomorrow. USP #2
9 features & benefits to highlight in creative Features: price cheaper than normal scouting national, standard measurement and records database 160 locations this year Benefits: children feel supported and parents feel informed players know where they are and how far they can go convenient access, save time, money & energy
9 Positioning statement To Parents who opt for the best training options for their children and are ready to be educated about baseball SmartKage is an innovative, national baseball technology system That can effectively and accurately measure and analyze baseball players performance in a standardized approach Because it has innovative technologies (PITCHf/x, HITf/x, FIELDf/x and COMMANDf/x) to assess performance with 75 metrics, 160 locations to access, and is highly recommended by baseball coaches so that it can help players easily find their potential and improve their performance, and it saves time, energy and money, so that kids are more confidently playing and parents are more proud watching.
10 Barriers to overcome Age of the player Change of Values Commitment Limited Locations Database Building
11 What do we want them to do? Step1: Recognize Value Step2: Purchase a trial Step3: Recommend
12 900px x 535px 900px x 535px capture the momentFather: Watching (TV) the big game on a Saturday night at home while snacking and having a beer / soda Gets the beer and soda from the SUPERMARKET Around 9 pm, check EMAIL, FACEBOOK, GOOGLE RESEARCH Check SMARTPHONE once before sleep (every night) Sunday morning read the NEWSPAPER, MAGAZINE Go out for a DRIVE (RADIO) to the SUPERMARKET Barbeque Dinner with the PARENTS (WORD OF MOUTH) of kids classmates Mother: Drive (RADIO) son / daughter for baseball lessons at the training center 10 miles away Go to a Shopping Outlet/Mall (Posters) Watch fave TV show while texting friends through SMARTPHONE Read her favorite MAGAZINE before she goes to bed
13 creative executions A A TrueView Video campaign B TV commercial - 30 to 60 seconds C Print ad in the local magazines in all of the 160 locations D Flyers delivered to high school, and little league coaches - perhaps during winter baseball and summer baseball training times of the season E Radio advertisement in the local radio stations
14 Launch would be at the start of Summer by the time all 160 products are installed Frontloading for the TV commercial during the launch Always-on content on Youtube during the launch A professional player co-sign Application on Mobile for parents to access scores and information about their childs performance and any updates about baseball recommendations

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SmartKage Creative Brief

  • 2. The focus is on Covert parents from clinics to SmartKage Getting Influencers of the Category (Coaches, Scouts) to talk about the Brand Educating parents about the process of recruiting, scouting and importance of understanding their childrens skills early DRIVE PURCHASE INTENT BY GENERATING AWARENESS AND EDUCATING THE TARGET 2
  • 4. 4 Pen potrait of our customer Parents aged 35-54 Want to provide the best training for their children Mainly in the North East, Mid-west and Mid- Atlantic Regions Parents that are confident enough about spending money Steady income $75000 - $150000 Easily influenced by peers
  • 5. 5 key insights Parents want the best for the children. No matter their personal background, they want their child to be able to succeed in whatever they do. Not every parent has the same background in sports, but SmartKage can make up for that difference. The Ultimate Reality Check in skill evaluation, SmartKage reveals your skills, and can immediately put you on a path for improvement. SmartKage can provide parents and children with the knowledge they otherwise may not have about the value of training/ working on specific skills in during the offseason.
  • 7. 7 The new level of Intelligence. UNLOCK Your True Potential. USP #1
  • 8. 8 Game-changing Innovation A Smart Move Today, A Better Game Tomorrow. USP #2
  • 9. 9 features & benefits to highlight in creative Features: price cheaper than normal scouting national, standard measurement and records database 160 locations this year Benefits: children feel supported and parents feel informed players know where they are and how far they can go convenient access, save time, money & energy
  • 10. 9 Positioning statement To Parents who opt for the best training options for their children and are ready to be educated about baseball SmartKage is an innovative, national baseball technology system That can effectively and accurately measure and analyze baseball players performance in a standardized approach Because it has innovative technologies (PITCHf/x, HITf/x, FIELDf/x and COMMANDf/x) to assess performance with 75 metrics, 160 locations to access, and is highly recommended by baseball coaches so that it can help players easily find their potential and improve their performance, and it saves time, energy and money, so that kids are more confidently playing and parents are more proud watching.
  • 11. 10 Barriers to overcome Age of the player Change of Values Commitment Limited Locations Database Building
  • 12. 11 What do we want them to do? Step1: Recognize Value Step2: Purchase a trial Step3: Recommend
  • 13. 12 900px x 535px 900px x 535px capture the momentFather: Watching (TV) the big game on a Saturday night at home while snacking and having a beer / soda Gets the beer and soda from the SUPERMARKET Around 9 pm, check EMAIL, FACEBOOK, GOOGLE RESEARCH Check SMARTPHONE once before sleep (every night) Sunday morning read the NEWSPAPER, MAGAZINE Go out for a DRIVE (RADIO) to the SUPERMARKET Barbeque Dinner with the PARENTS (WORD OF MOUTH) of kids classmates Mother: Drive (RADIO) son / daughter for baseball lessons at the training center 10 miles away Go to a Shopping Outlet/Mall (Posters) Watch fave TV show while texting friends through SMARTPHONE Read her favorite MAGAZINE before she goes to bed
  • 14. 13 creative executions A A TrueView Video campaign B TV commercial - 30 to 60 seconds C Print ad in the local magazines in all of the 160 locations D Flyers delivered to high school, and little league coaches - perhaps during winter baseball and summer baseball training times of the season E Radio advertisement in the local radio stations
  • 15. 14 Launch would be at the start of Summer by the time all 160 products are installed Frontloading for the TV commercial during the launch Always-on content on Youtube during the launch A professional player co-sign Application on Mobile for parents to access scores and information about their childs performance and any updates about baseball recommendations