Advertising Creative Strategy Presentation

SOCO Innovations

Griselda Gallardo, Melinda O’Cañas, Thalia Ponce

To Write Love on Her Arms

Situational Analysis• TWLOHA is a non-profit

movement dedicated to presenting hope and finding help for people struggling with depression, addiction, self-injury and suicide.

• TWLOHA exists to encourage, inform, inspire and also to invest directly into treatment and recovery.

Situational Analysis

• The St. Edward’s University chapter is an extension of this global movement.

• Student members can get involved by participating in general meetings, chapter activities, and discussions.

Marketing Problem

• TWLOHA is relatively new at St. Ed’s

• Lack of awareness and participation

• Topics may be uncomfortable or difficult to discuss.

• Difficulty with retention of members

Advertising Goal

• To build awareness of TWLOHA at SEU.

• The organization hopes to illustrate how participating can make a difference in students’ lives.

Principal Competition

• Health & Counseling Center, Hilltopper HealthQuest

• Other campus organizations

Target Market• Demographic: Students, 18-

25

• Psychographic: These students are struggling with issues like depression, addiction, self-injury and suicide.

• Students interested in lending their support or gaining knowledge about these issues are also targeted.

Creative Strategy (Promise)

• TWLOHA promises to encourage, inform, inspire, and support students who may be struggling with these issues.

Reason Why

• Members can participate in general meetings, chapter activities, and discussions to get support and help and provide it to others who seek it.

Mandatories

• TWLOHA student organization asked the agencies to use their logo that is used by college campus chapters.