Losurdo App

Describe the challenge?

Get CDM students to take the stairs instead of the elevator to the second floor. Using My Fitness Pal(?)
 and Nike(?) and a health food as sponsors 

Who is the target audience?

 DePaul CDM students/ Commuter students. 

What does the audience currently think about the brand or group?  

They don't care if they inconvenience their fellow students.

What would we like the target to think and feel?

We want the target audience to be courteous to fellow students who need to get to higher floors and not drive us all up a wall. Take the stairs, its for your benifit! 

Which facts, evidence or thoughts will assist in this change of thinking?

Taking the stairs is a healthy alternative. You fellow college mates won't be mad at you.

What is the brand essence?

What is the key emotion that will build a relationship with the core audience?

Everyone is doing it, why don't you?

What media will best facilitate our goal?

A mobile app and unconventional marketing will be the best 

What are the most critical elements?

To have a laugh and encourage health in the industries. 

What is the  single most important takeaway?

Get some exercise in your daily routine

What do we want the audience to do?

TAKE THE STAIRS....and laugh at the joke.