Advertising Message Strategy class

Creative Brief Client Name/Project: MathMoose Key Fact: “MathMoose is an Internet software solution created to help students learn, master and retain basic math facts.”

Problem: MathMoose has very low brand awareness amongst parents and teachers and is not a program that is used widely among schools or in households.

Objective: To strengthen brand awareness of MathMoose substantially through increasing subscriptions to MathMoose by 10% from parents and/or teachers by May 2013.

Target: Parents, Children 1st-4th grade, Elementary School Teachers, School District Board Members, and Principals Insight: Teachers “Whenever I have students that struggle with course material, there is not much I can recommend to their parents besides after school or private tutoring. Many times, the students that struggle the most are the ones that don’t have the access or resources to do either of these things. I have been searching for a way to provide help for these students, and make my job a little easier. I need a system that could help students reinforce what they learn in class and also allows me to interact with parents and track progress of individuals in my classes.”

Parents “My son, Matthew, has been struggling in math class and I am at a loss at what to do. As a single mother, I don’t have the kind of disposable income that some parents do to give their children a private tutor. I’m constantly seeking something affordable that could really go hand-in-hand with what Matthew’s teacher is covering.”

Promise: Mathmoose offers an affordable and accessible website to practice math skills in a studentfocused workspace in which teachers and parents can track their child or student’s progress, essentially improving your student’s skills and mastery of mathematics.

Support: 1. Website can be accessed anywhere that internet is available.

2. Detailed online reporting for Teachers, Administrators and Parents.

3. Students aren’t distracted by ads or audio.

4. There is no software to download and does not require any extra supplies or materials.

5. Students are given three chances to re-attempt missed problems and improve in areas of weakness.

6. Math Moose is the most affordable service of its kind, with an individual yearly subscription of $14.95 or $24.95 for up to four users Mandatories: Math Moose logo and url