Creative Brief- H.L.T. Housewares

Creative Brief

Name of Client: H.L.T. Housewares

Prepared by: Haleigh Tomasek

1. Project Overview:
2. H.L.T. Housewares is a new home décor store in West Omaha. The store has a mixture of both modern and eclectic pieces for the home. These items vary from couches and tables to lamps and art. This store includes good quality items that are low in cost. This store is not a chain, the owner Haleigh Tomasek is currently concentrating on successfully starting this location with intentions to open more locations in the future.
3. The store is new to Omaha and is not very well known. The company needs strong branding to compete against larger furniture stores in Omaha.

2. Goals/Project Objective:
3. This project is meant to gain new customers and inform the people of Omaha about H.L.T. Housewares.
4. A party will be held to celebrate the “grand opening,” of the store. This will attract attention of potential customers.
5. The main goal is to gain attention in the community to bring in customers.
6. Tactics
7. Mailing directly to the potential customers to gain awareness and attract attention and gain a following of people interested in the store. The mailers will also include information on how the store came about to give more of a connection with the customer.
8. Flyers will be placed in stores around the location of H.L.T. Housewares as well as areas downtown and midtown Omaha. The flyers will be located in popular destinations to gain more views from potential customers.
9. Brochures will be accessible in the same areas that the flyers are available. The brochures will include pictures of the store to show the potential customer what the store is and also information on the owner.
10. Local ads including coupons to spark interest in potential customers.
11. The Reader newspaper will include a large ad with a %15 off coupon to bring customers to the store. The ad will mention the “grand opening” of the store.
12. The Omaha World Herald will include a small ad with a %15 off coupon to bring customer to the store. The ad will mention the “grand opening” of the store.
13. Audience
14. The campaign will be targeted to mostly women, but generally people who are interested in home décor.
15. The styles are most appreciated by women ages 20-40 whether they live in an apartment or own a home.
16. The customers will enjoy the reasonably priced and stylish pieces for the home. The atmosphere of the store is warm and provides many ideas on how to decorate the home and designing tips.

 

4. What We Want to Convey:
5. We want to establish a place with a loyal customer following. The customer should feel as if they are walking into a beautifully decorated and warming home. They will see that the pieces are well made and very well priced. They will also feel welcome to asking questions and tips from experienced decorators. The store is designed with the customer in mind and not overcrowded.

5. What will Compel the Audience to Believe the Message:
6. The items sold in the store cannot be purchased in other local furniture store competitors. The items are exclusive to the city and to this particular store. The items shown in the store are purchased from surrounding cities from trusted furniture and housewares makers. The store is also lightly staffed to give the comfortable and feeling. Regular customers will always see a familiar face. The owner will be present during a majority of business hours to give the mom and pop store feel. The employees will also have experience in decorating to make them credible for their advice and product knowledge as well as design. The customer will be pleased with the unique furniture and housewares that does not break the bank.

6. Creative Guidelines/Approaches:
7. The biggest guideline is budget, since the store is the only location and is just opening. Until the store gains a regular customer following, the budget for advertising will be lower in the beginning.
8. A logo for H.L.T. Housewares must be created to provide a memorable graphic to connect with the store. The logo will include lighter colors to show the relaxed experience that is represented in the store. The logo will also include a chair to show what kinds of items are sold in the store. The logo will be placed on every business card, stationary, newsletter and flyer to remind people what store the items are representing.
9. Contact information for store to be shown on necessary items:

1.website: www.hlthousewares.com

2. phone number: 402.444.4444
3. e-mail: hltomasek@hlthousewares.com
4. Address: 444 Rosebud Drive Omaha, NE 68144