The document outlines a marketing plan for SmartKage, a baseball training and scouting system. It details the target audience as parents of baseball players aged 35-54, and the goal to educate parents on early skills evaluation and development to drive purchase of SmartKage assessments. The marketing strategies proposed include video, print, and radio ads targeting areas near SmartKage's 160 locations to help players assess their skills and potential through SmartKage's innovative performance metrics.

1. Creative Brief
By Team Purple

2. The focus is on…
Covert parents from clinics
to SmartKage
Getting Influencers of the
Category (Coaches,
Scouts) to talk about the
Brand
Educating parents about
the process of recruiting,
scouting and importance
of understanding their
children’s skills early
DRIVE PURCHASE INTENT BY GENERATING AWARENESS AND EDUCATING THE TARGET
2

3. our
target
audience

4. 4
Pen potrait of our
customer
 Parents aged 35-54
 Want to provide the
best training for their
children
 Mainly in the North
East, Mid-west and Mid-
Atlantic Regions
 Parents that are
confident enough about
spending money
 Steady income $75000 -
$150000
 Easily influenced by peers

5. 5
key insights
Parents want the best for the children.
No matter their personal background,
they want their child to be able to
succeed in whatever they do.
Not every parent has the same
background in sports, but SmartKage can
make up for that difference.
The “Ultimate Reality Check” in skill
evaluation, SmartKage reveals your
skills, and can immediately put you on
a path for improvement.
SmartKage can provide parents and
children with the knowledge they
otherwise may not have about the value
of training/ working on specific skills in
during the offseason.

6. this
should
resonate

7. 7
The new level of Intelligence.
UNLOCK Your True Potential.
USP #1

8. 8
Game-changing Innovation
A Smart Move Today,
A Better Game Tomorrow.
USP #2

9. 9
features &
benefits to
highlight in
creative
Features:
• price cheaper than normal scouting
• national, standard measurement and
records database
• 160 locations this year
Benefits:
• children feel supported and parents feel
informed
• players know where they are and how far
they can go
• convenient access, save time, money &
energy

10. 9
Positioning
statement
To
Parents who opt for the best training options for their children and are
ready to be educated about baseball
SmartKage
is an innovative, national baseball technology system
That
can effectively and accurately measure and analyze baseball players’
performance in a standardized approach
Because
it has innovative technologies (PITCHf/x™, HITf/x™, FIELDf/x™ and
COMMANDf/x™) to assess performance with 75 metrics, 160 locations to
access, and is highly recommended by baseball coaches
so that
it can help players easily find their potential and improve their
performance, and it saves time, energy and money, so that kids are more
confidently playing and parents are more proud watching.

11. 10
Barriers to overcome
Age of the player
Change of Values
Commitment
Limited Locations
Database Building

12. 11
What do we
want them
to do?
Step1: Recognize Value
Step2: Purchase a trial
Step3: Recommend

13. 12
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capture the
momentFather:
• Watching (TV) the big game on a Saturday night at home while snacking and
having a beer / soda
• Gets the beer and soda from the SUPERMARKET
• Around 9 pm, check EMAIL, FACEBOOK, GOOGLE RESEARCH
• Check SMARTPHONE once before sleep (every night)
• Sunday morning read the NEWSPAPER, MAGAZINE
• Go out for a DRIVE (RADIO) to the SUPERMARKET
• Barbeque Dinner with the PARENTS (WORD OF MOUTH) of kid’s classmates
Mother:
• Drive (RADIO) son / daughter for baseball lessons at the training center 10 miles
away
• Go to a Shopping Outlet/Mall (Posters)
• Watch fave TV show while texting friends through SMARTPHONE
• Read her favorite MAGAZINE before she goes to bed

14. 13
creative
executions
A
A TrueView Video
campaign
B
TV commercial - 30
to 60 seconds
C
Print ad in the local
magazines in all of the
160 locations
D
Flyers delivered to high school, and
little league coaches - perhaps
during winter baseball and summer
baseball training times of the season
E
Radio advertisement in
the local radio stations

15. 14
• Launch would be at the start of Summer by the time all
160 products are installed
• Frontloading for the TV commercial during the launch
• Always-on content on Youtube during the launch
• A professional player co-sign
• Application on Mobile for parents to access scores and
information about their child’s performance and any
updates about baseball
recommendations