Creative Strategy and Solution Assignment 2022

Running head: CREATIVE STRATEGY AND SOLUTION
CREATIVE STRATEGY AND SOLUTION
Name of the Student
Name of the University
Author Note

CREATIVE STRATEGY AND SOLUTION
1
Brand:
The bag manufacturing company, Crumpler is an Australian brand. The company
concentrates at innovative ideas, vibrant colours and good quality. The company currently
sells in the Australian and international market but is planning to expand its operations
(Crumpler.com, 2019). Crumpler is known for his high quality and high price with different
variants in colours. The product range of Crumpler includes Backpacks, Messenger, Work
bags, Travel bags and accessories (Crumpler.com, 2019). The products of the company have
evolved with the changing demographics, functional requirements and tastes of the target
consumers. The products are considered under the luxury category due to its high price,
which reflects its premium quality and life-time warranty (Crumpler.com, 2019).
Advertising Problem:
The advertising problem that the campaign will address is the restricted communication
approach of the company by avoiding the focus on the global market.
The expansion plan of the company should entirely be supported with a global
marketing communication strategy, including content and communication of unique
offerings. Currently, Crumbler does not reflect an effective advertising content targeted
towards the global market, its communication message content and presence is restricted to
the approach towards the local customer groups. The new campaign will transform the
message and reach of brand communication. The website content of the brand reflects the
concentration to their skills and understanding regarding customer needs rather than framing
the content based on customers’ preferences.
Advertising objectives:
 To communicate the global compatibility of the brand

CREATIVE STRATEGY AND SOLUTION
2
SMART objectives-
Specific goals- To design the communication plan effectively that reflects the alignment of
the company's offerings and the changing preferences/trends amongst the millennial of the
global market
Measurable- The effectiveness will be measured by the increase in customer base and sales
by 20 percent from the international market
Achievable- The contribution of the marketing team can achieve the goals by researching the
changing trends amongst the target groups both in the national and international market
(Moore, 2017).
Realistic- The goal of a 20 percent increase in international customer base can be
accomplished by investing in the communication rationale of the product offerings.
Time-bound- The goal will be achieved in the 12-months period.
 To advertise relatable content and through relatable people for global expansion
SMART objectives-
Specific- To design content and appoint communicators that are relatable for the target
consumer group in the global market
Measurable- The accomplishment of the goals will be measured by the rate of involvement of
customers in promoting the brand.
Achievable- The goal can be achieved by aligning the media content relatable to the
millennials’ choice and preferences and by employing the opinions of the millennials in the
form of brand promotion.
Realistic- Crumpler can increase customer involvement and incorporate co-creation of the
brand by relating their thought process in the communication plan.

CREATIVE STRATEGY AND SOLUTION
3
Time-bound- The goal can be achieved in the time frame of 8-months
 To strengthen the brand by increasing the online presence
SMART objectives-
Specific goals- To improve the online presence of Crumpler for establishing a strong image
and recognition of the brand.
Measurable goals- The success of the objective can be measured by the increased rate of
customer conversion from the improved traffic on online accounts and website.
Achievable goals- The goal can be achieved by increasing the content in social media pages
and designing contests for involving target customers from around the world in the same
platform.
Realistic goals- With the support of effective marketing content and SEO expertise, the
purpose of increasing the customers from the group participating in the social media pages
through likes, comments, sharing and co-creating content can be achieved (Knoll, 2016).
Time-bound- The objective can be achieved within four to five months period.
Creative strategy:
The creative strategy for the bag manufacturing company, Crumpler will be focussed on the
objective of solving the identified advertising problem of the brand. The creative strategy will
be designed by incorporating the following deliverables:
Target market-
The current target market of Crumpler is both male and female, of age group between
18 to 30 years. Based on the geographic segmentation, Crumpler targets both national and
international market. The company targeted the generation Y population who are office-
goers, college-goers. The company also targets the lifestyle choice of the customer groups, a
population group that reflects the inclination towards travelling and leisure. The brand also