This is the creative brief, interview transcript, paper edit, and rough draft of a script for a branding class (IMC 634 Digital Storytelling) project for the West Virginia Power.
West Virginia Power Branding Project
Creative Brief WV Power
Focus:
Create a unique, social and community-based entertainment value that can’t be found anywhere else. Instill a sense of hometown pride and ownership that recalls the long, rich baseball history and celebrates the strong community.
Issues:
Declining attendance. With rising costs of entertainment outings and the availability of cheap at home entertainment options (video gaming, Netfix, Pay-per-View) customers are more particular when choosing where to spend entertainment discretionary income.
Time poor consumer and a perception of a baseball game being too long or boring. Game is long; today’s consumer is time-conscious. (Most recreational activities are 2 hours or less). Baseball games typically last 3 1/2 hours.
Audience:
Urban Charlestonians
- Live or work…
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Tammy Kleppinger 