CREATIVE

ANALYSIS
Table of Contents
01/02 Table of Contents
17/18 Strategic Approaches
03/04 Introduction
19/20 Client Story
05/06 Initial Findings
21/22 Creative Brief
07/08 Initial Findings
23/24 One-Liners
09/10 Client Research
25/26 Instagram Ads
1 1 / 1 2 S.W.O.T. Analysis
27/28 Print Ads
13/ 1 4 Customer Needs
29/30 Closing
15/16 Customer Personas
02
 This is the full client book for the capital venture, Explore
Eden. The purpose of this client book is to gain an in-depth
understanding of Explore Eden’s current position in the market
place so that we can develop a creative strategy for their
advertising. In this book, you will find comprehensive research,
analysis, and creative content for Explore Eden.

Introduction

04
Summary of Key Facts:
Explore Eden was created when a
friend of the founder wanted to camp
on his land and offered to pay him for
Definition of the Primary
the access and the idea to profit off
Advertising Problem:
of otherwise non-revenue producing
The key issue with Explore
asset was sparked.
Eden’s advertising is that
there is not a central strategy,
Explore Eden was created in response
font, color pallet, imagery, or
to state parks being overcrowded, the
theme uniting the brand.
RV/Camper/Sprinter Vans craze, and
people looking for new ways to explore.
Hosts and owners use the Explore Eden
app to rent and book properties.

Communication Objective:
Consumers should understand the
ease of using the Explore Eden app

Initial
to rent their property as a hots or to
book a property as a renter. Special

Findings
emphasis should be made that no
prior camping experience is needed
to rent through Explore Eden. Key
messaging should be that Explore
Eden removes barriers to entry that
competing services do not.

06

Initial
Findings
Key Benefits:
The key benefits of Explore
Eden are that is a low cost,
convent way to explore
the outdoors with no prior
camping experience needed.
Primary Competition:
The primary competition for Explore
Eden is Hipcamp, public state parks,
and other private land and property
renters. Future goals for Explore
Eden should be to make Explore
Eden stand out in the mind of
consumers as offering more variety
than competitors and being easier
to use. Key messaging should be
that Explore Eden removes barriers
to entry that other services do not.
Support:
In just a few months Explore
Eden has created an Instagram
with over 1700 followers,
found properties in 5+ states,
and is building a website to
complement their app.
08
 Client Research
Explore Eden fits into the outdoor
exploration market that is prominent in
the NWA area and beyond.
Explore Eden, LLC is based in Fayetteville, Arkansas that’s vision
is to become the ultimate outdoor marketplace by seamlessly
providing a digital platform that allows users to book a stay at an
exclusive site hosted by private landowners. Explore Eden solves
the problem of expensive and confusing to plan camping trips
and overcrowded state parks and campsites by unveiling once
hidden land and opening it up to the public for a safe, custom,
outdoor camping experience.

Explore Eden benefits the land/facility owner and camper.

Owners are able to make a profit on assets that may otherwise
provide no revenue to them, while the camper is able to forgo
the intimating logistics of planning a camping trip by using the
Explore Eden app.

Explore Eden is currently based in NWA but has plans to expand

to 15 new market in the next few months. The Explore Eden app
can be used for camping trips, bachelor/bachelorette weekends,
birthday parties, weekend get always and more.

Hosts create a profile on the Explore Eden app where they enter
information about their property/facility and set their own rental
price. Once a host has been approved by the company, their
camping location becomes active on the app for the public
to rent. When a property/facility is booked, hosts are notified
immediately and are compensated 24 hours after guest arrival.
Explore Eden cares about both landowners and renters and will
create property-specific advertising to drive business to specific
properties. Moreover, at any time a host can pause the booking
feature on their property to ensure they have access to their asset.

03
05 10
 S.W.O.T. Analysis
STRENGTHS
• There is a clear market for
this in the NWA area
• Business operations are
very easy to understand
and want to be a part
of (there is no confusing
hidden fees or hard to
understand instructions
for hosts or renters)
• Thus far the company
has gained traction in the
NWA area
OPPORTUNITIES
• The name of the
company is clever and
has the potential to be
expanded upon to create
storytelling branding
• Can expand services
beyond NWA area
• Could potentially expand
into condo/house/
apartment rental
11
WEAKNESSES
• The target audience
for the company has
not been established
• Social media is being
utilized before a
concise and cohesive
company brand has
been established
• Current branding
and app design is
no communicating
effectively
THREATS
• National Competitors
(Hipcamp, State Parks,
etc.)
• Potential to be seen
only as a service for
avid campers
• Currently only a limited
number of properties
available
• The Explore Eden team
is very small and has
limited creative talent
 DIVERSION
The Explore Eden renting service
allows users to escape from
their busy, everyday lives and
reconnect with nature.

Selling Statement:
Customer Rediscover, Reconnect, Re-imagine

Needs
NOVELTY
Explore Eden offers a camping
experience that is not otherwise
attainable. It is easy to organize,
affordable, and benefits both
the host and renter.

Selling Statement:
A different kind of camping experience.

14
 Guest Persona Host Persona

Age: 25-35 Age: 30-65

Geographic Geographic
• 45 minutes of Southeast US Metro • 45 minutes of Southeast US Metro

Demographics Demographics
• Young couples • Owners of campable land within 90 minutes of
• Avid campers (adventurer) large metros in the Southeast US
• Parents of kids 17 and younger • Lives in town but have property outside; lives
close to the land or can service it easily
Values/Goals • Owns 2 pieces of land (home and property)
• Adventurous • Land passed down from parents (will)
• Likes to be outside • Both genders
• Likes to travel

Consumer Personas
• Camps 2-5 times per year Values/Goals
• Uses social media
• Yearns for nature • Open to what to do with the property
• Wants a simple/easy camping experience • Looking for passive income
• Has a reason to go outside (mental • Likes to maximize free-time
health, kids, etc.) • Wants to help people get outside
• Experience/memory centered • Tech competent
• Continuous shopper

Psychographic
• Looking to reconnect
• Turned off by current/classic camping
models
• Love experiences (travel...)
• Wants an easy camping experience
• Has camped before
4 Uniques
• Unique campsites/unexplored Land
• Private/controlled/personalized/
customizable experience (pick your
experience) “Your trip, not the park’s trip”
• Add-ons
• Future Tech Differentiator
Understanding Consumers
• “If I knew there was a new site that wasn’t
Devils Den that was easy to book...”
• Your trip, not the park’s trip
Psychographic
• Looking for a second stream of passive income
• Needing a way to pay property taxes
• Enjoy outdoors
• Passionate about their community
• Want to provide the public with cool
adventures (purpose
• Have land but not really sure what to do with it
• Buckets of (mobile, cabin, glamping, primitive)
• Co-owners of the land (usually with family/
siblings) Want to maximize free time
4 Uniques
• Cashflow your land
• Marketing spend directed to host properties
• A hosting method for all types of land
• Future Tech Differentiator

16
 Strategic Approaches
A l l Exp l o re Ed en a d ver ti s i n g s h o u l d fal l i nto on e
o f th es e c a teg o ri es fo r b o th g u es t s an d h osts.
Generic Claim: Don’t wait for
adventure to find you!
This ad would picture a group of smiling
individuals at a high emotional moment while
at an Explore Eden rental. Ideally bright colors
and bold fonts would be used to engage the
viewer and make them want to experience the
same high the pictured models are.
Product Feature: Experience the Outdoors
Authentically
This ad would highlight the unique rental
properties/facilities available for rent through
the Explore Eden app. The app would show the
rental screen for a property, and then a model
engaging in outdoor activities. Additional copy
could include how renters get owner insights
upon renting a property/facility (if Explore Eden
implements this.)
Image Branding: Put Away The Distractions,
Get Back To Eden
This ad would feature a beautiful outdoor scene
of a river or field at sunset/sunrise. The idea is to
showcase how Explore Eden can help renters
get back into and reconnect with nature.
Unique Product Claim: Getting Outdoors
Shouldn’t Be Complicated. So Don’t Let It Be.
This ad would include a picture of items that
are needed to go camping: a tent, sleeping
bag, cooler, firewood, etc. Then pictures of the
Explore Eden App would be displayed to show
the ease of booking a rental space. The ad
would include an attractive Gen Z or Millennial
to appeal to these target markets and help
them see that even with no prior experience of
camping/hiking/etc. with Explore Eden anyone
17
can be an outdoorsman.
Positioning: Tired of boring family time? Us too.
This ad would show a family sitting around the
dinner table bored at home and then a side-by-
side image would show them roasting hot dogs
and marshmallows at one of the Explore Eden
rental properties. This ad targets families and
parents who want to engage with their kids. The
slogan would be in a bright, bold font to build
upon the fun adventure that is renting with
Explore Eden.
Attitude: You’re Next Adventure Awaits, What
Are You Waiting For?
This ad plays up the idea that everyone can
experience the outdoors. This could be one in
a series of ads showcasing the different types
of services Explore Eden offers: a glamping ad
could appeal to a sorority girl or bachelorette
party planner, a cabin rental appeals to the
mom/family man, the soon to be added hunting
features appeals to the hunter, etc. Colors and
type should change to reflect the audience:
daintier and lighter for female/family focused
audiences, and more bold and intense for male
audience.
Lifestyle: Everyone Is An Adventurer, You Just
Have to Decide What That Means For You
This ad would show the same model in a variety
of Explore Eden properties/facilities doing a
variety of activities: fishing, glamping, hiking,
swimming, cooking, etc. Each image would
have the name of the rental property listed and
a QR code that users can scan to get to the
rental page on the Explore Eden app. Color and
type would vary for each image with a central,
neutral presentation being used for the slogan.
 Client Story

Adventure
awaits!

Find your
next outdoor
adventure!

The adventurer
lives in all of us!

19
 All visual elements should
follow these guidelines to
C L IE N T LO G O S
Creative
create a holistic look on
the Explore Eden social
media and website.
Visual Components Guidelines:
• Focus on landscape images
• Capture moments/experiences
• Keep consistent color palette (green/natural)
• Do not use computer generated content
• Use natural photos

Brief
VI S UA L I N S PI R AT I O N

PRI M ARY LOGOS

CO LOR PALET TE

#081B13 #245A41 #459946 #EEEBDF

TYPO GRAPHY SAMPL E S

Kanit Montserrat
S ECONDA RY LOG OS

A BCDEFGHIJKLMN ABCDEFGHIJKLM
OPQRSTUVWXYZa NOPQRSTUVWXYZ
bcdefghijklmnop abcdefghijklmno
qrstuvwxyz12345 pqrstuvwxyz12345
67890!@#$%^&*( ) 67890!@#$%^&*( )

SLOGANS
A n ew way to Ex pl ore.
Lowe ring ba rrie rs to ou td oor adventure.

21
 One-Liners Mock-ups
Potential advertising one-liners/headlines for social media or other distribution. Example mock-up designs using Explore Eden font & col-

• Adventure is whatever you what it too look like

• Your Everest is out there, go find it
• Your Everest might be closer than you think EXPLORE EDEN
• The app you’ll never delete to make space BRINGING CAMPING
• Adventure at the press of a button
• Amateur? More like adventure
INTO THE 21 CENTURY
• Camping for the person who hates the outdoors
• Camping for the outdoorsman and the indoors man
• The adventurer lives in all of us ADVEN TUR E Adventure
• Camping but make it easy
is WHATEVER at the Press
• You don’t have to be survivalist to enjoy the outdoors
IT looks like to of a Button
YOU
• Something to look forward to
• Explore Eden bringing camping into the 21 century
• Explore Eden for when you need a last minute get away
• Explore Eden for when you need a last minute action
• Lower barriers to camping experiences by allowing campers to have more
control over their outdoor experience
• Explore what was once forbidden.
• Camping without the hassle CAMPING BUT MAKE IT EASY
• Book and camp – simple as that
• Explore Eden unveils once hidden properties and opens them up to our
community of guests for a new way of experiencing the outdoors
• Eliminating crowds and roadblocks for your outdoor experience
• Lowering barriers to camping
EXPLO R E E D E N
LOWERING BARRIERS
• Discover new ways of private camping

TO CAMPING
• Ultimate marketplace for outdoor exploration
• Customize your camping experience
• Curating experiences on otherwise unexplored lands
• a great trip starts with a great (camp)site

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• Find your next outdoor adventure today
 Instagram Ads

YOU PROVIDE THE PEOPLE

WE PROVIDE THE CAMPSITE

Unplug and connect with your family
in the great outdoors with Explore
Eden’s help! Look at over 20 local
INSTAGRAM STORY INSTAGRAM STORY INSTAGRAM STORY listings for your next family stay-
cation!
No matter what the occasion,
Explore Eden has the perfect site for
your next guys trip, girls’ weekend,
or family time!

Social Media Content Examples:

INSTAGRAM POST INSTAGRAM POST

Social media elements • Families camping
should abide by all visual • Tent/fire set up
components guidelines. • Nature shots
• Girls/guys trips

26
Print Ads
YOUR EVEREST IS CLOSER
THAN YOU THINK

WHEN THE CHAOS

OF YOUR LIFE FEELS
quiz
bowl
OVERWHELMING AND
school
pictur
e day doctor
YOU NEED A BREAK
appoin
tm ent
ADVENTURE AWAITS
dinner FOR THE ADVENTURER
grand with
parent
s IN ALL OF US . . .
dance chess
recita club
l parent
teache
r cookin
FIND YOUR NEXT
class g
confer
ences AUTHENTIC OUTDOOR
EXPERIENCE WITH
???
soccer
game
EXPLORE EDEN’S HELP!
family
campin rent du
guita
r less trip?? g e
on
meetin
g
with Hea
ther

g List
Packin
guitar phase
10

MAGAZINE ADS
& uno
e frisbee
propan l
es footbal
match
tent cards
g bags lighter
binocu
lars
sleepin skewer
s
pillows tes bug box ts
ts pla sui
blanke bottles swim
es water een
batteri hts de sunscr
lemona
flashlig s s visor
mp hot dog
headla hats
buns sses
map ??? p sungla
ck ketchu m
backpa kit lip bal
chips
first aid zip locs g extra
camera gear ??
brin e??
of thes
coffee
fishing tea
s
compas pancak
e mix
boo ts syr up rs
hiking cho cracke
graham
rain pon er te
chocola llows
dbreak ma
need bothe? win marsh
ve
of thes shorts
tshirts
reser e??
psit
pants

cam
jacket
CAMPING socks
MADE tennis ?
flip-fop
shoes
s

EASY
hiker.pdf 1 4/12/22 11:13 AM

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CM

MY

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CMY

POST CARD
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 By following the guidelines
outlined in this client book,
Explore Eden will be able to
create a cohesive brand and
connect with customers.

29
CREATIVE
ANALYSIS