Wrigley's Positioning Framework/Creative Brief

Although I am studying public relations to later pursue a career in law my interests in public relations lie in image promotion working within a creative team. This could include within a PR agency or within the company itself. My creativity and ability to work well in teams gives me an advantage toward success in this field.

To be able to do this my work must appeal to either the business I work for or to the director of the PR agency. I must build a working portfolio showcasing my creative style and abilities.

Within the Agency I would be required to create company or product images, advertising campaigns, events and other forms of promotion for clients. For example an advertising campaign for Wrigley’s gum promoting their environmental safety and health policy, to be published in magazines relating to global issues, global awareness and even magazines centralizing on outdoor activities showing their commitment, community involvement and affiliation with environmental associations both nationally and internationally.

The ad campaign would highlight Wrigley’s involvement in “Keep America Beautiful,” “Keep Britain Tidy,” “Keep Australia Beautiful,” and an environmental organization in Ireland as well as education awareness programs sponsored by Wrigley’s including Wrigley’s Greenup program targeted at teens in the U.S., the National Spring Clean and Green Schools program in Ireland, and the launch of the antilittering badge with the Girl Guides in the U.K.

This project would be laid out first pinpointing the target audience and then deriving the intended price willing to pay for the advertising. The target audience would then be pinpointed as globally conscious publics with a $100,000 spending allowance on the campaign.

The three goals of this project would be to create a visually stimulating ad that informs publics of the efforts Wrigley’s is extending to promote Environmental health, safety and cleanliness, to call the public into action to contribute to the cause, and to promote Wrigley’s gum.

Research in the form of surveys and interviews would be conducted of the target audience and those involved within the different cause promoting organizations to create an understanding of what they want and what they will buy into. Also further research and understanding of the cause to be able to provide information to the fullest capacity.

The primary audience would be readers actively informed and globally conscious likely to accept the call to action. The secondary audience would be latent readers reading for recreational interest that are uninformed but likely be interested in the cause and possibly still accept the call to action. The tertiary audience would be those already actively involved in the cause but likely to be more interested in Wrigley’s part or in buying the product due to Wrigley’s part in the cause.

The message we want to put out within this campaign would be
1- Wrigley’s cares
2- Wrigley’s is actively involved in bettering the environment
3- Wrigley’s a company that audiences want to support, that sells a product that consumers love and trust.