Creative Brief
Boyd Jahn Pancreatic Cancer Motorcycle Run
Prepared by Cassie Jahn
1. Project Overview:
a. Client information and company/organization background.
The Boyd Jahn Motorcycle Run is a fundraiser that raises money for Pancreatic
Cancer research. The Run will have its seventh annual fundraiser this summer.
b. Problem/Opportunity/Current Situation.
BJMR is currently competing with multiple runs that raise money for different
cancers. BJMR wants a new, professional look to set them apart from other runs.
2. Goals/Project Objective:
a. What is the background information for the project?
The run organizer, Kris Jahn, has organized this event for the past six summers. She
has created the fliers, logos and shirt designs mostly by herself with some help from
friends. Jahn wants to see this campaign go from small and unprofessional to a
medium sized campaign with a clean design concept.
b. What are the specific event(s), program, image campaign, product launch, etc.
BJMR is a small annual motorcycle run that wants to see a change in its seventh
season. The image the organizer wants to create will be clean cut and appealing to
the biker community. The new campaign design will help the Run get a bigger and
better turn out in the end.
c. Specific marketing and creative goals.
The look of BJMR will be clean cut and simple to reflect the feel of the biker
community. Images used will catch the eye of the audience without being too flashy.
d. Specific tactics.
• Logo and Stationary- A simple and clean design using pancreatic cancers
color, purple, will be used on all logos and stationary. The logo will be a
motorcycle with the pancreatic cancer ribbon as the front wheel to let people
know what the run is sponsoring. With purple as an accent color, black will
be used as a main staple throughout the campaign. BJMR’s new logo will be
used on all materials having to do with the campaign. In addition to the logo,
the catch phrase “Come Ride for a Cause” will be featured on many of the
runs advertisements.
• Newsletter- A newsletter will be sent out to the bars the Run will stop at once
a year to let them know what the run is about and how much they raised in
previous years. In addition to being sent out to the bars, a virtual version of
the letter will be posted on the Run’s Facebook page. The letter’s focus will
be what the run is for, when it is happening and what happened in previous
years. The letter will feature the colors and logos used in the stationary. The
catch phrase for the campaign will be used also.
• Interactive Ad- Sent out it potential Run goers, the interactive ad will feature
the Run’s colors and logos to match the rest of the campaign. The ad’s goal
will be to make people more interested in what the Run is about as well as
giving them information for when and where it is. The catch phrase for the
campaign will be used also.
•Magazine Ad- Because BJMR is a small nonprofit, the magazine ad will be
run 3-6 weeks before the Run takes place. The ad will be 8.5 by 11 inches.
The ad will be small to save money and will be run in local magazines in
order to draw as many locals to the event as possible. Like all other materials
for this campaign, the ad will feature the same colors and logo. In addition,
the ad will feature a picture as the main feature. The picture will be of what
the bikers can expect to see on the run as well as an actual biker.
•Newspaper Ad- Local newspapers will be the focus for this campaign. The
ad will be 5.5 by 10 inches. Information about when the Run will take place
and what the Run is benefiting. The ad will feature the logo with information
at the top and bottom of the page. The ad will be slightly larger than those in
magazines to draw more attention. The same logo will be used. The catch
phrase for the campaign will be used also.
•Postcard- The postcard will be two sided and printed on 8 by 5-inch
cardstock so viewers can easily file it with other cards. The background of the
card will feature a picture of what the riders can expect to see on the run. The
card will be sent out closer to the Run date and include the date and time of
the run, what the run promotes and the first stop of the Run. This will be one
of the main promotions of the campaign as it will be closer to the run date and
will be the final effort to get participants. Because of this, the card will cost
more. The catch phrase for the campaign and the logo will be used also.
3. Audience:
a. Who are you talking to? In years past, the campaign has been focused on friends
and family of the Run’s organizer. In its seventh season, the campaign will still
focus on friends and family but will reach out to a larger audience in surroundings
communities to gain more participants. Because this is a motorcycle run, the
campaign will focus on bikers.
b. What are the specific demographics (age range, male/female, economic,
location, specific populations) and characteristics?
The target audience will be the biker community, male and female. There is no age
range for the campaign, biker’s children are welcome to attend the event. The areas
around the bars the Run will stop at will be target heavily for campaign ads. Friends
and family of the Run’s organizer will help in distributing material to surrounding
areas.
c. What do you know about the customers and what motivates them? As bikers,
the main motivation for the customers is a good time. The campaign will promote
the goods times that have been had in past years. Another motivation for the
customer’s is helping raise money for a good cause.
d. What additional information do they need to know? Participants will need to
know when, where and what they can expect from the Run.
4. What We Want to Convey:
The Run wants to convey a message of raising money and awareness to a deadly
cancer. With so many other benefits raising money for cancers, the campaign wants to
set itself apart and bring in more people.
5. What will Compel the Audience to Believe the Message:
Audience members will respond to this campaign because it is benefitting a good cause.
The simple and clean design of the campaign will help audience member’s in
remembering what the Run is all about which will in-turn lead to more response. After
attending the Run, audience members will get a sense that they have done something
good and will want to participate in the following years.
6. Creative Guidelines/Approaches:
a. Are there any mandatories for this campaign?
• Logo- The logo will be used on everything pertaining to the event.
• Colors- The official color of pancreatic cancer, purple, will be used
throughout the campaign. Black will serve as a main color and silver will
serve to complement the overall feel of the campaign.
o Purple: R-72 G-41 B-110
C-87 M-100 Y-24 K-12
o Black: R-3 G-0 B-0
C-100 M-100 Y-100 K-100
• Fonts- The fonts used will be simple and clean, complementing the overall
feel of the campaign.
• Catch Phrase- “Come Ride for a Cause”
• Website Information- www.boydjahnmotorcyclerun.wordpress.com
• Social Media
o Instagram- BoydJahnRun
o Twitter- BoydJahn_Run
o Facebook- Boyd Jahn Motorcycle Run
• Phone Number- 763.245.0937
• Address- 1234 Apple St. Omaha, NE 68104
Boyd Jahn Pancreatic Cancer Motorcycle Run
Prepared by: Cassie Jahn
12/4/2016
Logo
Purpose: A simple and clean design using pancreatic cancer color, purple, will be used on all
logos and stationary. The logo will be a motorcycle with the pancreatic cancer ribbon as the
front wheel to let people know what the run is sponsoring. With purple as an accent color,
black will be used as a main staple throughout the campaign. BJMR’s new logo will be sued on
all materials having to do with the campaign. In addition to the logo, the catch phrase “Come
Ride for a Cause” will be featured on many of the runs advertisements.
Boyd Jahn Pancreatic Cancer Motorcycle Run
Prepared by: Cassie Jahn
12/4/2016
Business Card
Purpose: A simple white design will draw the audience attention to the main feature, the logo,
without taking away from the information provided. Information provided is that of the runs
organizer, Kris Jahn.
Boyd Jahn Pancreatic Cancer Motorcycle Run
Prepared by: Cassie Jahn
12/4/2016
Letterhead
Purpose: The letterhead will be sued to make the Run look more professional. A sleek design
will help the audience keep their attention on the body text while still having the impression of
pancreatic cancer benefit.
Boyd Jahn Pancreatic Cancer Motorcycle Run
Prepared by: Cassie Jahn
12/4/2016
Newsletter
Purpose: A newsletter will be sent out to the bars the Run will stop at once a year to let them
know what the run is about and how much they raised in previous years. In addition to being
sent out to the bars, a virtual version of the letter will be posted on the Run’s Facebook page.
The letter’s focus will be what the Run is for, when it is happening and what has happened in
previous years. The letter will feature the colors and logos used in the stationary. The catch
phrase for the campaign will also be used.
1
Boyd Jahn Pancreatic Cancer Motorcycle Run
What is it?The Boyd Jahn Pancreatic Cancer Motorcycle Run is a fundraiser benefitting the Pancreatic Cancer Action Network.
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Who is Boyd Jahn?Boyd Jahn was diagnosed with Pancreatic Cancer in 2009. Since his death in 2010 the Boyd Jahn Pancreatic Cancer Motorcycle Run has been working to improve the outcomes of other Pancreatic Cancer patients.
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©KPPhotography
Run honoree Boyd Jahn
“The Run is a great way to be with friends and raise awareness for an awesome cause.” -Kris Jahn, run organizer
The Who, What, When, Where and Why’s
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Why Go?The run benefits a great cause and is a fun fill day for everyone involved.
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Okay, so... When and Where is it?The run will go to five stops on July 15, 2017. Rain or shine.
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©C
assie Jahn
The riders are ready for the first stop
“There’s just something about that eye twinkle, you know when he was up to no good!” -Ken “Hammer” Hammerlund, run goer and friend of Boyd
3
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2015
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A Look at Past Boyd Jahn Motorcycle Runs
2010-2016:
©K
ris Jahn
Kris Jahn and Steve Wong enjoy a beautiful 2012 Run.
4
Come Ride for a Cause!Where and WhenMonie’s Bar and GrillOmaha, Nebraska68104
Saturday, July 15, 2017Check-in starts and 10amKickstands up at Noon
Payment$15 per Bike or...$25 per Couple
Cash and checks will be accepted the day of the run.
Checks will be made out to Pancreatic Cancer Action Network and can be mailed, in advance, to Kris Jahn.
After PartyThe Run ends at the Ugly Bar in Bellevue, Nebraska with food and prizes.
Long Haired Delinquents will be performing 10 PM to Midnight
Social MediaTwitter: @BJMRFacebook: Boyd Jahn Motorcycle RunInstagram: @BJMRunSnapchat: Boyd_JahnMR
Contact UsKris [email protected]
1234 Apple St.Omaha, NE 68104
Boyd Jahn Motorcycle Run
Editor: Cassie Jahn
Contributor: Logan Back
Layout Design: Monica Houck
Photographer: Kim Pietrzak
Boyd Jahn Pancreatic Cancer Motorcycle Run
Prepared by: Cassie Jahn
12/4/2016
Magazine Ad
Purpose: Because BJMR is a small nonprofit, the magazine ad will run 3-6 weeks before the Run
takes place. The ad will be 8.5 by 11 inches. The ad will be small to save money and will be run
in local magazines in order to draw as many locals to the event as possible. Like all other
materials for this campaign, the ad will feature the same colors and logo. In addition, the ad
will feature a picture as the main feature. The picture will feature scenery from a previous run
as well as an actual biker.
No City LimitsNo Rider LimitsNo Donation LimitsCome Ride for a CauseBoyd Jahn Pancreatic Cancer Motorcycle Run
©DarrellRichards
Boyd Jahn Pancreatic Cancer Motorcycle Run
Prepared by: Cassie Jahn
Newspaper Ad
Purpose: Local newspapers will be the focus for this campaign. The ad will be 5.5 by 10 inches.
Information about when the Run will take place and what the Run is benefiting will be featured.
The ad will feature the logo with information at the top and bottom of the page. The ad will be
slightly larger than those in magazines to draw more attention. The same logo will be used.
The catch phrase for the campaign will also be used.
Come Ride for a Cause
All proceeds beneift the Pancreatic Cancer Action Network
For more info contact Kris Jahn at [email protected]
$15 per Bike or$25 per Couple
Boyd Jahn Pancreatic Cancer Motorcycle Run
Prepared by: Cassie Jahn
Postcard
Purpose: The postcard will be two sided and printed on 8 by5-inch cardstock so viewers can
easily file it with other cards. The background of the card will feature a picture of what the
riders can expect to see on the run. The card will be sent out closer to the Run date and include
the date and time of the run, what the run promotes and the first stop of the Run. This will be
one of the main promotions of the campaign as it will be closer to the run date and will be the
final effort to get participants. Because of this, the card will cost more. The catch phrase for
the campaign and the logo will also be used.
No City LimitsNo Rider LimitsNo Donation LimitsCome Ride for a CauseBoyd Jahn Pancreatic Cancer Motorcycle Run
Saturday, July 15thCheck-in at 10am
Kick Stands Up at Noon©DarrellRichards
All proceeds benefit the Pancreatic Cancer Action Network$15 per Bike or$20 per Couple
Monie’s Bar and GrillOmaha, Nebraska68104
U.S. PostagePaid Permit #
9876
Darrell Richards1234 Orange St.Omaha, Nebraska68182
Boyd Jahn Pancreatic Cancer Motorcycle Run
Prepared by: Cassie Jahn
Interactive Ad
Purpose: Sent out to potential Run goers, the interactive ad will feature the Run’s colors and
logos to match the rest of the campaign. The ad’s goal will be to make people more interested
in what the Run is about as well as giving them information for when and where it is. The catch
phrase for the campaign will also be used.
Saturday, July 15thCheck-in at 10amKick Stands Up at Noon
Monie’s Bar and GrillOmaha, Nebraska68104
Come Ride for a Cause!
All proceeds benefit the Pancreatic Cancer Action Network
$15 per Bike or$25 per Couple