Working Mom Finds Fresh Solution
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The document profiles a target consumer named Jill, a 35-year-old married mother of two who works as a junior manager. It describes her family and home life, noting that she is busy and time-strapped but cares about cleanliness and the environment. The creative brief aims to raise awareness of Arm & Hammer Carpet and Room Deodorizer by portraying it as a simple solution that eliminates odors throughout the home.
![Primary Prospect Profile Demographics Jill is 35 years old and married with 2 kids a dog named Rocky. Her youngest is 3 years old and her oldest is 11 years old. She just went back to work a year and a half ago after being off for a year after the birth of her last child. She works in an office as a junior manager of the management team responsible for ensuring the team stays motivated and is on task. She has a University education with psychology as her major she is making $55k a year and lives in the suburbs. They have two cars and she takes her youngest to daycare and her husband drives their oldest to school. Her husband works in a trade where his skills are in demand and he has experience working in construction where he manages teams for the company on site. They own a nice modest home close to a park in a good middle class neighbourhood. Her husband is 3 years older making $60k a year. Psychographics She has a dog and is often worried about the house smelling like dog. She is very aware of that fact but is very careful about what she buys because she doesn’t want something that would be harmful to the dog or her kids. She works 5 days a week and is the centre of the home. She and her husband take turns at certain tasks but she focuses on trying to keep a semblance of cleanliness and organization to the house. She is always multitasking and doing more than two things at once, her job requires her to take some work home with her to keep things on the level. Her time is precious to her but manages to keep some of it for herself with the help of her husband. She wants to exercise but feels that running after two kids is more than enough. Her husband has a passion for the outdoors and enjoys camping and running around with the dog and kids. She listens to her iPod and usually the radio at the start of driving just to know what the weather and traffic is like. She reads the paper but usually skims it unless she has time. She does read one or two magazines Chatelaine and Macleans which her husband reads as well. She spends at least half an hour on her notebook a night when not at work and is usually watching TV at the same time. She has about 3 or 4 shows she tries to follow but they usually end up tvioed so she can watch it when she has time. Consumer Characteristics She looks for products that are family friendly and are as green as possible. She is a practical person and any product that can do more than one thing is something that she would consider. Her husband like her is very busy often working odd hours, he has just started to do some of the grocery shopping and help out with certain things around the house. He tries to keep things clean but just can’t seem to get his wife’s system. How it works just constantly eludes his sensibilities but he often has fun with her by putting things in the wrong place. She doesn’t like having multiple cleaning products and tries to keep it simple; she has tried everything to get rid of odour and just wants something that works. She wants to be more environmentally friendly but practicality rules all and if it isn’t practical or price friendly it is out the window Creative Brief Objective To raise awareness of the Arm & Hammer Carpet and Room Deodorizer so they buy it over other air freshener or similar products. Target Audience Our target audience is a mother who has children and a pet. She is in her mid thirties and is time starved. She is married and both parents work full time trying to juggle home and work constantly. She is time starved and is looking for simple solutions to her everyday problems. She multitasks watching TV and being online at the same time. She reads the paper but not as in-depth as she would like. Benefit Any time, any smell, anywhere Arm & Hammer will send a fresh breeze into every room of the house. Support This is a product with history and that has been shown to be flexible for many uses from in the fridge to your shoe. It is something that your parents have used and their parents have used and it continues to work while being safe for use around the home. Brand Personality It is a strong, clean and classic look and feel. The logo has a traditional sense that centres on the history of the product. It should be uncluttered and the focus on its odor cleaning properties. Mandatories The Arm & Hammer logo and name of the specific product Colours of orange in association with the logo or packaging to strengthen the brand identity The tag line on the logo must be shown. ,[object Object]](https://image.slidesharecdn.com/tvadarmandhammerv2-091202055813-phpapp02/85/TV-Ad-Arm-And-Hammer-AD-1-320.jpg)
