Intern Project- Radio flyer creative briefing outline v3

CREATIVE BRIEFING

RADIO FLYER | LEO BURNETT

BACKGROUND HISTORY

“BRING JOY TO EVERY BOY AND EVERY GIRL”

-Antonio Pasin, 1917 Founder of Radio Flyer

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Established in 1917, Radio Flyer Boasts a rich family history. They are one of the oldest remaining national toy companies still owned and operated by the founding family, founded by Italian Immigrant Antonio Pasin

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Creators of the original Little Red Wagon

BACKGROUND COMPANY CULTURE

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Vision: to be the world’s most loved children’s brand Mission: To bring smiles to kids of all ages and create warm memories that last a lifetime “We follow the “Little Red Rule”: Every time we touch people’s lives, they will feel great about Radio Flyer because of our passionate commitment to the FLYER code

FUNomenal Customer Experiences Live with integrity Yes I can Excellence in Everything Responsible for success

BACKGROUND BUILD-A LINE

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Website, radioflyer.com features the Build-A Line exclusively, available for the wagon, trike, balance bike, and scooter.

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80% of online sales are on the Build-A line, with the Wagon and Tricycle being the best sellers

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Other products can be purchased on the site, but there are additional shipping and handling costs versus amazon.com’s sales.

BACKGROUND BUILD-A LINE

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The ordering process allows for customizable options such as additional storage, seats, and canopies.

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Products for older children have more style-based customization.

BACKGROUND TOY SHOPPING HABITS

Mass Merchandisers top the list for most-shopped retail channel for toys and games, followed by toy speciality stores, and online-retailers

70%

Parents with Children Under 6 purchased traditional toys at a mass merchandiser

BUSINESS CHALLENGE Grow Sales for radioflyer.com’s “Build-A” platform in the U.S.

OUR ASSIGNMENT Create a big idea that drives awareness and increases purchases on the “Build-A” Platform

WHO WE’RE TALKING TO: Parents with children up to 7 years old (Majority of children are under 3 years old)

WHAT ARE THESE KIDS LIKE? •

6 Months-12 Months: First Steps & Beginning to speak first words

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14-15 Months: Increased Mobility, “Toddler Stage”

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3-5 Years: Expanded vocabulary, “make believe” play spurs understanding of language and feelings

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6 Years + : Elementary school years, kids are now in the classroom learning with their peers, able to articulate their feelings

PARENTS TODAY FROM:

TO:

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Helicopter Parenting

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Trial & Error

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100% Child Safety

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Character Building

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Constant supervision and affirmation

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Diversity & Individuality

PARENTS TODAY Describe their parenting style as Fun, Forgiving, Relaxed, and Aspirational

“The last thing I learned from this experiment, is to find moments to be silly. Silliness is good for your kids and for your heart.�

-Summer Bellessa

Parents want to raise happy, self-assured kids by fostering their ability to explore and express themselves

THERE’S JUST ONE ISSUE… Kids today are being held back.

Nearly 1/3 toys sold today are of licensed brands

AVERAGE TIME SPENT WITH MIXED MEDIA CHANNELS

8+ HOURS AVERAGE TIME SPENT PLAYING OUTSIDE:

4-7 MINUTES "The top reason they don't get outdoors is that they're not interested. They no longer, in their world, see the outdoors as being culturally relevant the way Facebook is, the way video games are, the way reality TV is, the way even school is. It's just not part of their lifestyle any more."

-Christine Fanning
 Executive Director, Outdoor Foundation.

PINING FOR SIMPLICITY OF CHILDHOOD… #TBT:

Kids today aren’t growing up with the same childhood that their parents had. Being a kid today is unexpectedly complicated—and being a parent of these kids isn’t any easier. Parents are pining for the simplicity of real world and connected experiences with their children.

61%

Parents say children need more unstructured playtime

WITH RADIO FLYER IN TOW

ONE THING: Fuel your child’s imagination (and potential) with a Radio Flyer made just for him/her

WAYS IN

THE RITUAL OF GIFT-GIVING

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The majority of purchases for Radio Flyer are made during the Holiday season, or major milestones in a child’s life such as birthdays

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Shifting this purchasing decision from holiday occasions to buying the brand as a major milestone

WAYS IN

SOCIAL PRESCENCE

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Moms with at least one child at home are 85% more likely to spend time with Facebook than the average person

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Multidimensional in their online behaviors, extending beyond just parenting. Utilizing digital technologies to connect with friends, and aren’t afraid to seek advice or companionship from known friends or strangers.

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Interacts with brands

66%

of moms rely on recommendations from other moms to purchase

WAYS IN

CUSTOMIZATION •

Customizable options show brand loyalty

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Customization can highlight the retailer’s expertise in knowing what the children and purchasers want

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Parents are particularly receptive to customizable toys and games that offer a wide range of ways to play and give children the ability to explore varied interests