Creative Brief: LMB

1) What is our challenge?
Our challenge is to create an Interactive Social Media web site for the dog rescue organization New Leash on Life Chicago. The goals of this site, specifically targeted at children include: to educate children about the responsibilities of owning a dog, raise awareness to the current dogs up for adoption through the organization, raise money for the organization through interactive games featuring donation, and to promote adoption of rescued animals.

 2) Who is the target audience?

The target audience for the web site itself would be children. The web site will be designed to cater to an age group of about 9-15 using bright colors and fun interactivity. Parents would be an equally important target audience. This is because parents often have control over aspects of a child’s life (such as whether or not they own a dog) and therefore need to be involved. Although the information offered by the web site will be geared towards children, parents can still learn and benefit from it as well as be taken directly to the New Leash on Life official website.

3) What does the audience currently think about the brand or group?

The audience probably is somehow already involved in the dog rescue culture or are preexisting pet owners/animal lovers. They know of NLOL Chicago because it is already an established rescue group in the city with a large following of volunteers and clients.

4) What would we like the target to think and feel?

We would like the target audience to feel a connection with the specific dogs and organization after interacting with them virtually on the website. This connection will hopefully be strong enough to influence people to contribute and help with the cause.

5) Which facts, evidence, or thoughts will assist in this change of thinking? How can we support our proposition?

The web site will feature a separate profile for each dog—this will include a video profile presented in a fun and kid friendly manner. The second part of the campaign allows users to learn about the process of quality dog care while interacting with a virtual version of an adoptable dog. This aspect of the campaign will be effective due to its educational factor as well as interactivity. Children will earn points while learning the steps of proper dog care to eventually get a ‘certification’ as a successful and responsible ‘virtual dog owner.’ The influx of information integrated into the web site will be its success in changing the audience’s thinking.

6) What is the brand essence?

New Leash on Life is a well known dog rescue organization with branches in Chicago as well as Los Angeles. The Chicago branch was self formed by a few hard working and dedicated volunteers in the year 2005. The organization is entirely non profit, and works to find loving homes for rescued dogs. The mission of  NLOL Chicago is to provide consistent advocacy for those forgotten animals - to speak for those who cannot speak for themselves.  

7) What is the key emotion that will build a relationship with the core audience?

The fun and cuteness factor will be initially important to build a relationship with the core audience. Emotions likes sympathy for the animals will also be key to the campaigns success.

8) What media will best facilitate our goal?

This website will obviously be visible and available for interaction over the internet, but will also be features as promotional tools on NLOL’s social media sites such as Facebook and Twitter. There will also be direct links to NLOL”s offical website.

9) What are the most critical elements? What is the budget?

Most of the social media aspect of the site will be free. Anything that needs to be paid for will be covered by NLOL’s sponsors.

10) What is the single most important takeaway?

NLON Chicago only takes care of a tiny tiny tiny percentage of all the rescue dogs who currently need homes. The abundance of homeless dogs is an important issue that needs to be taken more seriously through education and awareness.

11) What do we want the audience to do?

Interact with the site, be educated on the responsibilities of dog ownership, advocate for dog shelter adoptions and raise awareness about dogs currently available for adoption though the NLOL Chicago organization.