Full Page Newspaper Ad
Client: Green Gardens (Spec)
Audience: Couples, 30-45 years old with children. Expressed wants: Safety, eco-conscious lifestyle, affordable, room to grow, idyllic community.
Challenge: Create one full-page, full-color broadsheet newspaper ad. Get readers to visit the company website for more information. Generate potential leads for sales reps through website visits and registration.
Tone: Friendly, Promotional, Sincere
Strategy: I concentrated on the needs, wants, and fears of the audience to find the benefits that matter most to them. First, I provided features the audience needs like details about crime levels, school systems, transportation, and cost of living but framed them as direct personal benefits to the audience instead of pure statistics. Next, to build trust and goodwill toward the brand, I wanted the reader to feel comfort, ease, and happiness – the feeling of being a carefree kid again. To achieve that, I used descriptive, sensory imagery and nostalgia. Even if the audience didn’t actually have this idyllic childhood, they want it for their own kids. Finally, in order to pique curiosity and get the audience to visit the site, I gave overviews that trigger more questions (how can all of this be true?/how do they do it?/I want to see more!).
Design by: Zara Armstrong
