1. Project Brief
To: Creative Team
From: Meredith Horrigan
Date: April 10, 2012
Re: COSE Case Study
CC: Emily Boylan, Kayleigh Joyce, Mandy McCollum
Please let me know if there are any additions, revisions or comments for this document.
Project Name: COSE Case Study
Project Description: We have been charged with developing and recommending an integrated
campaign for the Council of Smaller Enterprises (COSE). We are encouraging COSE to reach out
to an untapped audience by expanding its services to include a three-tiered program tailored to
college students.
Communication Objectives: Our objective is to increase awareness of all the programs and
services that COSE offers College level members.We hope to build perceived value in
membership, and to position COSE as the best development tool for undergraduate and
graduate students. Thus, student membership in the three tiered college student programs
offered by COSE will increase.
Target Audience: Our target audience will be both college undergraduate and graduate
students who are 18 to 30 years old. Also included in our target audience are university
professors, who are our best advocates. We hope this secondary audience will generate more
awareness of COSE’s offerings among our primary audience.
CTB: Convince college students that COSE has the best tools to help them attain their
entrepreneurial goals and self-expression, and that COSE has already helped previous students
reach self-expression and success. COSE will offer a new college student tiered membership
program. Services include: a new rewards and incentives program, student contests, and an
integration program that inserts COSE into their classrooms.
Projected Timeline:Proposal – April XX
Full proposal to client – April 27th

2. Deliverables:Print ad (8.5”x11”) highlighting a student testimonial, awebsite landing page
focusing on the three tiers and its program offerings, concept board that showcases how COSE
with be utilized in the college classroom.