Professional Documents
Culture Documents
Com 320 Campaign 2 Creative Brief Final
Com 320 Campaign 2 Creative Brief Final
Com 320 Campaign 2 Creative Brief Final
fun and relatively self centered way to share images from their lives). The older demographic
will have less experience on social media, but will be very active with online versions of
newspapers (such as the PJStar.com).
3. Who are the opinion leaders in our target community?
In the target community there are 3 main opinion leaders. These opinion leaders influence
members of the community about what choices they should make regarding cultural experiences
in Peoria and how they perceive Peoria in general. These opinion leaders are:
The Peoria Journal Star
Phil Luciano (columnist for the PJ Star)
The Buzz (PJ Star blog for all things entertainment in Peoria)
The PJ Star is a great source of news and influence for the parents, and too a lesser extent, the
older children. Phil Lucianos column is great for those who read the PJ Star. And The Buzz falls
into the same general audience, but younger and more active online. The older children are more
influenced by people their own age, their parents to a lesser degree, and social media (which is
an extension of friends). The young children, though, are influenced by their parents and
teachers. They essentially are influenced by any adult figure of authority.
4. What is our ideal user experience and what is the one thing we want users to take away from
this experience?
The ideal user experience for the PRM has many parts to it. First of all, we want to have an
active dialogue and communication with the target community. By using the PRMs main
webpage as a hub for all other social media platforms (Facebook, Twitter, YouTube, Instagram),
we will create one central area where the target audience can connect with each other and the
PRM. On each of the social media platforms, the idea driving their purpose is the same as the
Big Idea for the campaign: Share life. We want the target audience to share and communicate
easily and effectively, by sharing stories, experiences, photos, tweets, posts, videos, etc. We
want people to share life by using the shared experience of the PRM.
5. What are the most important supporting facts?
The most important facts that this campaign should consider are:
29.0% of households within the target community had children under the age of 18 living
with them
The PRM is roughly only two years old
There are other places within the Greater Peoria area that cater to the same audience as
and offer similar experiences, such as: The Wheels OTime Museum, the Peoria
Historical Society, and the Caterpillar Visitors Center/Museum which is right next door.
When asked how to improve the museum, a vast majority of people responded by
wishing for new exhibits and price reductions
39% of people get their news online or from social media sites
o Of that, 78% said they used a phone to get news
o The other 32% used some other form of mobile device