Strategic Marketing with Social Media

Assignment 3: Creative Message
Strategies

Table of Contents
Introduction........................................................................................................... 4
Part 1: Creative Message Strategy Brief................................................................4
Develop a creative message strategy brief for your brand................................4
Explain why you decided on each of these elements and how they will
contribute to the development of a creative message strategy.........................7
Part 2: Brand Positioning Strategy.........................................................................9
Describe the brand positioning strategy that you will develop to achieve your
objectives........................................................................................................... 9
Describe two brand or product features/ attributes/ benefits used by Colgate
brand in its IMC campaign.................................................................................. 9
Discuss why this positioning strategy is appropriate in terms of the brand
consumer and brand competition..................................................................10
Illustration of Brand positioning strategy in the marketplace on a perceptual
map............................................................................................................... 11
After you decide what position you want to develop, create your positioning
statement...................................................................................................... 13
Part 3: Brand Message Objective and Strategy...................................................14
What is the brand message objective to be communicated to the target
audience?......................................................................................................... 14
Describe the elements that you will use to communicate your message
strategy to the target audience, and how does it “fit” with your message
objective and positioning strategy...................................................................14
Explain why this brand message strategy is suitable for the target audience..15
Identify the message appeal most appropriate to support your message
strategy and provide justification for it.............................................................16
Part 4: Brand Creative “Big Idea”........................................................................17
Explain the creative “Big Idea” that you will employ to execute your brand
message strategy and why you selected it......................................................17
Describe how the “Big Idea” will work in the different media to be used in the
IMC Campaign.................................................................................................. 18
Identify the message visuals and the message copy in the “Big Idea.”...........19
Describe the storytelling format you decided to use to execute your creative
direction through the “Big Idea.”......................................................................19
References........................................................................................................... 21

Introduction
Every company needs creative advertising in today’s business environment so that it can
compete the competitive business scenario in the industry and can perform better than its
competitors. For this, strategies have to be made and tactics need to be planned. Creative
message strategies are important to spread brand messages ( Baker & Hart, 2016).
Part 1: Creative Message Strategy Brief
Develop a creative message strategy brief for your brand
Message strategy is all about the communicating a brand message in creative and persuasive
form to a target audience. The creative strategy for Head & Shoulders will deliver a message
to the target audience and it will also motivate them to respond. The creative message
strategy brief for the Head & Shoulders embraces following aspects:
1. Consumer Response Path
Consumer`s response is considered for creating creative message strategy, as it will help to
gain the feedback of consumers about the Head & Shoulders. Though consumer response
path, objectives of the message can be determined; and message objective is one of the
foremost elements for creative message strategy. Hence, this will support in developing the
creative message strategy for the brand.
Response of the consumers could be positive or negative that depends upon their
behaviour. Both cognitive and behavioural path will be laid emphasis in regards to
consumer response path.
Cognitive path- Awareness about the brand i.e. Head & Shoulders will be created
among the consumers. The message will communicate the opportunity for the target
customers to use or buy the anti-dandruff shampoo. Knowledge about the brand will
be created as well as increased among the target audience. Through the message it
will be communicated that how the problems of the consumers can be solved. As the
problem of consumers related to dandruff could be solved through the Head &

Shoulders, because of the anti-dandruff attributes it possesses. In short, the target
audience will be educated about the use of brand.
Behavioural path- This path will lead to increase in trial of the product. As the
consumers will be enticed to try the product for certain period of time, in order to
check the benefits they could get through using the anti-dandruff shampoo. Behaviour
of the consumers will be considered for creating message. Through the message they
will be inspired to tell others about the brand. This will led to word of mouth
marketing, which is one of the best ways to enhance the customer base. Beside this,
when the customers will tell about the product in positive manner, then it will be
helpful in spreading the message.
2. Customer Insights
Insights of customers are also important to be determined for developing a message
strategy as it can help in gaining the perceptions of the customers about brand and
other related aspects. Beliefs and below the surface attitudes, which can affect the
behaviour of the customers can be assessed through customers insight. Therefore this
element is determined for creating message strategy in creative manner
(Ozeritskaya, 2015).
The insights of the customers will help in creating the message, as by analysing their
perception about the brand; it can be assessed whether they are enticed through Head
& Shoulders till now or not. Customer’s behaviour will be analysed to ascertain their
purchasing actions, preferences etc. (Kappel, 2017). Customers may think that Head
& Shoulders is an anti-dandruff shampoo and can only be helpful in removing
dandruff from the scalp or it may not help to get shiny as well as bouncy hairs. This
insight of customer can be determined while creating message and the message shall
deliver the information about brand which may be liked by the customers. The
message can communicate the negative effect as well; as what might happen if they
(customers) do not use the product (Ozeritskaya, 2015). The dandruff on the scalp
may increase, if the customers do not use the anti-dandruff shampoo.
3. Message Objective

Objectives of message facilitates in developing creative message strategy. The main
objective of the message is- “To connect with the customers in significant manner”.
Connecting through the customers benefits the bran, as the awareness about the brand
enhances among the customers. Target audience will be persuaded through the
message to try the product. By trying the product they will come to know about the
benefits they could availed through it (Hanlon, 2017).
4. Selling Strategy
Selling strategy will support in creative message strategy as through selecting the
selling strategy it can be determined what has to be included in the message. Through
selling strategy, message can be created as promised benefits of the product will be
delivered to the customers. The message will include the following aspects-
Feature of Head & Shoulders i.e. attributes which gives this shampoo a distinctive
difference. The USP of this shampoo is that, it have ZPTO factor. This factor makes
the product unique and different in comparison to other products. Many other
products claim themselves as one of the best product that could help the customers in
solving their problems. In addition to this, there are variations in Head & Shoulders,
such as lemon, Strawberry and Menthol. Because of variations, consumers may prefer
to buy the product as per their favourites.
Value-pricing- Message will be delivered to the target audience that Head &
Shoulders is the best quality product that customers can purchase for that price.
Benefits of Head & Shoulders will be communicated through the message, by adding
the unique selling point of the product i.e. ZPTO factor that will help the individuals
in removing dandruff. By portraying benefits of the brand that is not offered by the
other competitor brands, will entice large customer base.
5. Creative Message Strategy Statement
Creative message strategy statement for Head & Shoulders comprises the theme of
advertising i.e. advertising appeals and executional styles. This element is being
included in developing the strategy for the reason that, through advertising claims
information about the product could be provided to the consumers. In message, the