Airship Assignment — Design Brief
As part of the Airship Content Manager assignment, I was tasked with creating a blog post and a design brief for digital adverts that will be used to promote the mock holiday guide.
The Assignment
Airship aims to launch a campaign targeting retail marketers and CRM professionals. The goal is to inform and inspire them on how to effectively engage their mobile app customers during the holiday season. The objectives are to keep customers engaged with the brand via the app, boost sales, and encourage the use of loyalty points during this period.
The campaign will include the following assets:
A retail inspiration holiday guide.
A webinar featuring an interview with a retail customer about their holiday campaign plans.
A blog post summarizing the key points of the holiday guide and promoting its download.
Social media posts and digital adverts distributed through retail media partners to promote the holiday guide.
My Task
Prepare and present the following:
Blog Post (View the blog post!):
Write a blog post (maximum 800 words) summarizing the holiday guide.
Provide three alternative titles for the blog post.
Adverts Design Brief (You are here!):
Create a design brief for two adverts promoting the holiday guide download.
The adverts will be placed on the homepage of retaildive.com.
Specify the designs for one MPU (Mid Page Unit) and one leaderboard ad.
Here is my Design Brief!
Target Audience in the Retail Industry
Director of E-commerce
E-commerce Manager
Head of Mobile Marketing
CRM Manager
Mobile App Marketing Specialist
Marketing Automation Specialist
Customer Engagement Manager
CRM Strategy Lead
Conversion Rate Optimization (CRO) Manager
Director of CRM
Campaign Goal
MPU Ad Design (Size: 300x250 pixels)
Leaderboard Ad Design (Size: 728x90 pixels)
As part of the assignment, I also had to create a presentation that outlined my process and provides a bit more insight into my thoughts for the design brief. You can view that below: