Thank you aj! :D

--- In ca110_team2@yahoogroups.com, "qui_ar" <qui_ar@...> wrote:
>
> MINUTES OF A MEETING FOR THE REVISION AND COMPLETION OF THE CREATIVE BRIEF FOR
TEAM 2
>
> Friday, September 25, 2009
>
> This meeting was a follow-up of the merged meeting we had earlier on. This
was meant to address the concern for the creative brief we created before. This
meeting was conducted on the 25th of September, 2009 at around 8:00 pm (GMT) and
was held via internet chat between Ms. Nicka Potes, team 2's head and Ms. April
Cruz, her secretary.
>
> Present
>
> Facilitator: Potes, Nicka
> Cruz, April
> Special Participation: Evangelista, Avemay
>
> * Attendance for this meeting did not necessarily need the rest of the group.
Only those who are capable, willing and available to create and revise the
creative brief were contacted to join.
>
> Agenda
>
> •Revise and complete the creative brief
> •Think of a better and more appropriate tagline
>
> Discussions, Decisions
>
> First Agenda Item:
>
> The Creative Brief
>
> Business Problems
>
> •Membership – The organization only houses a small number of foreign and local
members; not to mention that these few members do not interact much with one
another and they have minimal participation online.
> •Promotional Strategies – One of the reasons why the organization lacks
members is the fact that its promotional strategies are weak. Information
distribution to target markets is not being practiced and the message does not
come through because foremost, it is not clear. Whoever the organization is
trying to talk to is not given light to.
> •Launching – The promotion also does not work as it should in the Philippines
because it is not launched here formally. A big event does bring in a lot of
buzz—a buzz they are completely missing.
> •Aesthetic Aspect – A member cannot give his or her full potential to the
organization because the site itself is not appealing. Since it is an online
network, attractiveness play an important role in generating lively
participation.
>
> Opportunities
>
> •To redefine the online network's image in contrast to their current
perception.
> •To promote the organization among young communicators.
> •To generate or increase membership
>
> Target Audience
>
> •Approximately 75% of Miriam College's community—including those of the high
school department and that of the college's communication department
> •Communication students of other colleges or universities
>
> Relevant Insight
>
> •It is advantageous to have contacts abroad.
> •There is a necessity to put one's PR skills to practice within a decent
medium
> •Everyone wants a stepping stone to success—to a real career
> •A medium which encourages potential media practitioners
> •"You are born original; don't die a copy" (Mason, J. 1993)
>
> Current Perception
>
> •AYCN vs. EUROPEAN COUNTER PART
> o to be part of a western-based organization is a greater privilege than
being with fellow Asians
>
> Catalyst to stimulate change
>
> •Strong promotion of AYCN
> •Emphasizing the Tagline used in the AYCN TV Commercial
> •Spreading of the AYCN TV Commercial
>
> Why might they believe this?
>
> •Establishment of a strong bond among Asian members of AYCN.
>
> How can we get this message to them?
>
> •Above the line (ATL)
> o Print
> o Outdoor (posters, pamphlets, flyers)
> o TV commercial
> o Web (Twitter, Plurk, Facebook, Multiply, etc)
> •Interactive and PR
> o Door to Door promotion
> &#61607; involve Miriam high school students and teachers in the
organization
> oBooth within the campus
> &#61607; create partnerships with international organizations based in
Miriam college
>
> Is there anything else that might help you?
>
> •Creative handle
> o Strengthening of the tagline "Connecting communicators out of Asia's
youth" through interacting with the foreign members of AYCN.
> •Placing of print and outdoor materials in the high school and college grounds
> •Uploading of The TVC in different websites such as YouTube, Facebook,
Multiply, etc.
> •Conquering the other social networks in advertising AYCN include each one's
social networks in the promotion
>
> Second Agenda Item:
>
> After much thinking, we came to a decision about what tagline to use for our
campaign. We chose, "Connecting Communicators out of Asia's Youth".
>
> Closed Session
>
> The meeting lasted some two or two and a half hours that evening. All
questions about the creative brief were solved and everything came into a
finalization.
>
> Adjournment
>
> The meeting adjourned at around 10:30 pm (GMT).
>