You will continue the development of the creative brief you began in Module 1 by

Posted: September 9th, 2023

You will continue the development of the creative brief you began in Module 1 by focusing on a single-minded proposition, or most important message, about the services offered by the health and wellness center.
Create a 1-2 page paper (not including the title or reference pages) in a Word document for your response.
Use APA format for the paper, title page, references page, and in-text citation.
Develop an introduction and conclusion for your paper.
Step 1. Experience
The best way to get to know a service or product is to experience it as the client would do. Wear the boots. Use the moisturizer. Drink the smoothie. Try out the health center. What do you like? Not like? Is there a feature that stands out more than any other? That feature is the single-minded proposition or SMP, and it becomes the driving force of the creative brief and the marketing campaign.
Step 2. Research
Many modern television commercials feature single-minded propositions. To familiarize yourself with this marketing technique, create a log of services, products, and their SMPs as you watch television. Include health and wellness organizations if possible.
Step 3. Brainstorm
Brainstorm and write down all the best features of the health and wellness center for which you are developing the creative brief.
Step 4. Decide on One
From the list, decide on the single-minded proposition, or most important message, about the offerings of the health and wellness center (Module 1).
Step 5. Determine the Benefits
Determine the benefits of that one outstanding feature. Remember, clients do not purchase the membership at the health and wellness center. They are purchasing what the membership does for them – so the benefits should be stated that way. For example, the health center has a dark room where clients can exercise while watching a movie on a big screen. They improve their health while being entertained – and the time on the treadmill seems to tick by faster, better accommodating their busy schedules.
Step 6. Draft
From the list of benefits, draft the single-minded proposition.
Step 7. Simplify
Simplify the entire process of writing the single-minded proposition into a one-page document. In the document, briefly summarize these key points:
Background and Summary
Target Audience and Benefits
Job Description (Type of Advertising)
Goals/Objectives
Single-minded proposition, or most important message
Ad from Step 8
Make sure the one-page is creatively written and concise. You may use visuals. NOTE: All the research (Modules 1-3) completed in the process of arriving at this one page becomes supporting documentation for submission in Module 4. Submit only the 1 to 2-page document in Module 3.
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Step 8. Experiment
Try out the single-minded proposition as the main headline for an ad you design for the health and wellness center. Include the ad or a link to the ad in the single-page document, depending on your chosen delivery method (Step 5).
Step 9. Submit
Submit your final document. Be sure to include a title page and references page using APA format.
This criterion is linked to a Learning OutcomeDemonstrates a Conceptual Understanding
20 to >16.9 pts
Mastery
A. Clearly addressed all elements of the assignment. B. Demonstrated real-world application.
This criterion is linked to a Learning OutcomeAnalysis of Issues/Problems
30 to >25.4 pts
Mastery
A. Clearly addressed the issue/problem. B. Exhibited scholarly analysis. C. Established a solid connection to theory and/or research. D. Demonstrated critical thinking surrounding the issue/problem with depth and breadth. E. Formulated deep conclusion and/or implications.
This criterion is linked to a Learning OutcomeUse of Evidence
30 to >25.4 pts
Mastery
A. Displayed a variety of scholarly references as evidence. B. Demonstrated use of scholarly literature and research beyond sources provided in the course.
This criterion is linked to a Learning OutcomeScholarly Writing
10 to >8.4 pts
Mastery
A. Exceeded or met formal writing standards. B. Demonstrated correct grammar, usage, mechanics, and spelling.
10 to >7.9 pts
Mastery
A. Demonstrated near-perfect APA formatting.