PROYECTO BRIEF
How to create an advertising campaign
A continuación, encontrarán el espacio donde deben redactar las respuestas:
Diligencie cada una de las casillas de acuerdo con los criterios y el tiempo
verbal que se solicitan.
1. Company information
Name of the company
Trade’s name
Company’s activity
2. Company
history
History of the company in detail
Advertising has been traditionally
done?
What kind of advertising and what
issues were addressed?
What were the objectives of previous
campaigns?
What are the characteristics of your
product or service?
What is the current position of your
product in the market?
3. The product or service
Description of the product or service
with all its features:
Physical
(if it has)
Chemical characterization (if it has)
Packaging (if it has)
Benefits
Trajectory (how long was it released)
Present tense
Aesthetic Center Forma Esbelta SPA
personal services sector
Past tense
The center of aesthetics was created
with the aim of providing wellness
and relaxation services in 2010
Advertising has been done through
the website, through flyers and
promoting the services provided
there.
There have been difficulties such as
the instability in the prices of the
cosmetology sector.
The main characteristics of cosmetic
aesthetic services that are provided
in the center of aesthetics, is to
enhance the image and self-esteem
of the women who visit it, as well as
provide welfare to people who
request relaxing massages.
Currently the center of aesthetics is
growing, because the voice to voice
led by users, is to recommend
services, because they have left
satisfied with the services there pre-
tested
The services provided in the center
of beauty and aesthetics, help to
improve the personal image of men
and women, who seek to feel good
with their physical, also that this also
helps to raise the self esteem of
people who in some they are
depressed because of their physical
appearance.
Lifecycle
Legislation
4. SWOT matrix (Strengths,
Weaknesses, Opportunities and
Threats)
Weaknesses (they are internal to the
company)
Opportunities (they are external,
what the sale opportunities are)
Strengths (they are internal)
 Threats (they are external)
5. Budget
It’s the money assigned to the
project.
6. Consumer/Target Audience
Describe the three types of
consumers:
End consumer: The person who
consumes the product, but doesn’t
decide on the purchase.
Real consumer or objective: The
person who makes the purchase
decision.
Potential Consumer: The person
who has a provisional contact with the
product or who will be the
consumer in the future.
Describe theprofiles
Demographic profile
The cosmetics sector is regulated by
law 711 of 2001, as well as by
resolution 2263, which establishes
the requirements for the opening of
beauty and beauty centers, and
resolution 2827, which regulates the
biosafety manual for prevent pollution
risks.
Present tense
Weaknesses
lack of adequate training for service
professionals.
Opportunities
To look for the needs of the people
with respect to their personal image,
proposing solutions for the care of
the body, applying biosecurity and
hygiene measures to provide a
service of high quality and prestige
STRENGTHS:
Implement marketing strategies
that allow the growth and
permanence of the company
Threats
Competence in the location of the
center
Present tense
the budget allocated for this project is
80 million pesos
Present tense
The final consumer is the user who
visits the cosmetic center in search of
an aesthetic cosmetic service.
The vast majority of potential clients
of the Esbelta SPA Aesthetics and
Beauty Center, are women, aged
between 20 and 50 years, who are
directed to the majority of processes
offered in the company, and a
smaller percentage of men, who
request the services of relaxation and
facial hydration.
Geographic profile
Psychographic profile
7. Competition/Positioning
Describe the type of competition your
product or service has:
Direct
Hint
Main Competition
8. Project objectives
Describe the goal to be achieved in
your project.
9. Market research
Explain the market research you have
made in your project: which are the
latest changes of consumers and the
target public?
10. Schedule
Include the distribution channels for
the products of your project:
Direct
Indirect
Present tense
The Esbelta SPA aesthetics center
has several competitors, such as
Elena del Mar, Dermaline, and Aqua
center SPA, who make it lower the
level of clients that are served.
Present tense
Sales goals:
Sell in aesthetic services, including
shaping, reduction, waxing and
relaxation, to 2,500 people, in the
first year.
Purpose of utilities:
Produce a net profit of $ 160,000,000
in the first year
Communication objectives:
Fix in the mind of 50% of the clients
of the Esbelta SPA Aesthetic Center,
the idea that the image is the most
important in the human being.
Present tense
According to studies carried out by
the DANE, the locality in which the
aesthetic center is located, is the one
with the highest population index,
where all the strata are found,
256,888 people in stratum 2, 265184
in stratum 3, 93970 in stratum 4 ,
115041 in stratum 5, 12973 in
stratum 6, for a total of 753,592
people, of which 70% are women
The culture of the clients that visit the
Esbelta SPA Aesthetics and Beauty
Center, is well marked in the era of
well-being and personal care
Present tense
The distribution channel of the center
of beauty and aesthetics, is
personalized, because aesthetic and
beauty services are provided.