Heartland Senior Services
Advertising Campaign Plan
Advertising Campaign Plan
Creative Brief
Whyare we advertising?
HeartlandSenior Services Activities & Resources offers seniors the chance to live afun, exciting and active life. As of now, there is limited awareness ofHeartlands as a place for seniors to come and enjoy themselves through amultitude of activities. The negative stigma that surrounds the word senior isa deterrent for those that are aware of Heartland and we want to put thosethoughts to rest. Heartland should be thought of not as a place for people whofeel old to go, but a place for people to go to act and feel young.
What is the advertising trying toachieve?
Advertisingwill create increased awareness and excitement about the activities andservices that Heartland offers. The advertising will also diminish the negativefocus on the word “senior” in Heartland’s name.
HeartlandSenior Services Activities & Resources offers seniors the chance to live afun, exciting and active life. As of now, there is limited awareness ofHeartlands as a place for seniors to come and enjoy themselves through amultitude of activities. The negative stigma that surrounds the word senior isa deterrent for those that are aware of Heartland and we want to put thosethoughts to rest. Heartland should be thought of not as a place for people whofeel old to go, but a place for people to go to act and feel young.
What is the advertising trying toachieve?
Advertisingwill create increased awareness and excitement about the activities andservices that Heartland offers. The advertising will also diminish the negativefocus on the word “senior” in Heartland’s name.
Who are we talking to?
Sueis 67 years old and was widowed last year. She lives in her own home and her catPatches keeps her company, but she seeks a peer group that understands thechallenges she is going through. She also feels and though people view her asold which keeps her from acting as young as she still feels. Sue loves to read,garden, sew, and sing. Her daily routine includes taking a morning walk,watching The Price is Right, andgardening in the afternoon. She feels in
controlof her life and wants to stay that way. Although she tries to stay active, itis hard to find things to do to fill her days, and she really misses beinginvolved in her community choir.
What do they think now?
Sueis aware that she needs to add more to her life, but does not feel old enoughto attend “senior” meetings yet. Previously, she has flipped right byHeartland’s advertisements because she feels too young to participate in asenior service.
What do we want them to think?
Heartlandis the community’s go-to-place for fun, excitement, and friends. It should beeveryone’s “Cheers” where even if everybody doesn’t know your name, they learnit quickly and you feel welcome and at ease. When you’re at Heartland, you’reas young as you feel.
Sueis 67 years old and was widowed last year. She lives in her own home and her catPatches keeps her company, but she seeks a peer group that understands thechallenges she is going through. She also feels and though people view her asold which keeps her from acting as young as she still feels. Sue loves to read,garden, sew, and sing. Her daily routine includes taking a morning walk,watching The Price is Right, andgardening in the afternoon. She feels in
controlof her life and wants to stay that way. Although she tries to stay active, itis hard to find things to do to fill her days, and she really misses beinginvolved in her community choir.
What do they think now?
Sueis aware that she needs to add more to her life, but does not feel old enoughto attend “senior” meetings yet. Previously, she has flipped right byHeartland’s advertisements because she feels too young to participate in asenior service.
What do we want them to think?
Heartlandis the community’s go-to-place for fun, excitement, and friends. It should beeveryone’s “Cheers” where even if everybody doesn’t know your name, they learnit quickly and you feel welcome and at ease. When you’re at Heartland, you’reas young as you feel.
What’s the main idea we need tocommunicate?
Youhave to grow old, but you don’t have to grow up.
What’s the tone?
Theadvertisements will be warm and welcoming with a playful and exciting undertonefull of possibilities and youthfulness.
How do we know we’re right?
Seniorsdo not want to be thought of or treated as if they are old. They want to havefun and enjoy their favorite activities with people their own age in awelcoming environment.
Youhave to grow old, but you don’t have to grow up.
What’s the tone?
Theadvertisements will be warm and welcoming with a playful and exciting undertonefull of possibilities and youthfulness.
How do we know we’re right?
Seniorsdo not want to be thought of or treated as if they are old. They want to havefun and enjoy their favorite activities with people their own age in awelcoming environment.
Print Ad
Print Ad
Print Ad
Promotional Item - Bookmark
Promotional Event Flyer
Brochure
Brochure
Promotional Item - Pen
Promotional Item - T-Shirt
Promotional Item - Flyer
Promotional Item - Cookie Insert
