1. 1. Jake Meinkoth Creative Brief Saint Louis Chess Club Whats going on in the Market? There are not very many chess clubs in the United States and the Saint Louis Chess Club is one of the biggest in the country winning Best Chess City for several years. Right now most of our customers either do not know how to play chess or they think that the game itself is boring. We dont have much competition when it comes to other chess clubs since none can match are reputation. Are main completion are the activities children are doing today like video games or hanging out on the Internet. Who is Your Target Audience? Our main target audience is parents with children from ages 5 to 10. We want to inform these parents that chess is fun and very beneficial. We want to show them our after school program as well as classes we over. We also want to come of as a fun exciting place for kids to get them excited about coming to the Saint Louis Chess Club. What is the Objective of the Ad? Our main objective is to make chess look cool and fun for children. We also plan on showing parents the many benefits that come from playing chess and being associated with the Saint Louis Chess Club. We want to educate people about the rules of chess and show how fun the game can be for people of all ages. What is Your Key Insight?
2. 2. The Chess Club of Saint Louis is a classy place. The interior is designed similar to a chessboard with lots of open. There are plenty of tables both inside and out. The Chess Club also has plenty of side classrooms. The insight is that parents who see the chess club might b more likely to enroll their kids since they see its a safe fun environment. With all of the events and activities going on children will see the Chess Club as a fun place to go hang out with friends. What is Your Support? The Client has many classes for beginners all the way up to experts. These classes go over everything from what each piece on the board does to different types of strategies one can use while playing. The club also has people of different skill levels so you can play against someone of your own skill instead of someone way better or worse than you. Chess has been around for over 1500 years and has been enjoyed by hundreds of generations. What is the Brand Personality? A Role model that children aspire to be