Creative Brief Development. Since its inception, and especially for the past 3 years since COVID, the PACE program has enjoyed a steady growth. However, there are multiple similar college and university programs competing with PACE; diploma and certificate programs that provide applied industry learning to post-secondary students. 4 PACE needs to clarify its positioning and set itself apart from the competitors. The communication team at the university decided to engage an advertising agency to develop and launch a campaign for the program. Total approved budget for the campaign. is 55,000CAD. You work at PACE's communication team. And you need to develop a Creative Brief to brief the agency. Your Creative Brief's table of content is as follows: • Market Profile: high-level about key issues in the market, market segments, threats and opportunities. • Product Profile: About the brand and product, key benefits that brand and program offer, ranked by priority. Competitors Profile: Identify top two competitors in the market, describe their position in the market, analysis of the strengths and weaknesses of the competition. • Target Market Profile: A complete profile-of the target market, which includes all relevant demographic, psychographic, and geographic information. • Budget • The Problem: Clear identification of the problem or challenge advertising will resolve. • Advertising objectives: Behavioural obiectives to be achieved based on problem. • Positioning statement: Statement of the brand's benefits, personality or desired image. • Creative objectives: Message content objectives, key benefits focused on and support claims. • Creative Execution: Preferred media and tactical and production considerations. ABOUT PACE In a world of constant change, lifelong learning is a means to success. Since 1972, The University of Winnipeg Professional, Applied and Continuing Education (PACE) has been nurturing minds and advancing careers with high quality, dynamic and innovative programs. PACE offers more than 600 full-time and part-time programs, courses and seminars in a full range of program areas. PACE's unique education model blends university-level academics with practical hands-on experience to fully expand the potential of our students. Our programs specialize in high-growth career fields with strong employment prospects such as project management, human resources, business management, network and ICT security, big data and machine learning, and marketing, public relations and strategic communication. We also offer a vast array of training opportunities to meet the needs of all kinds of students - from those requiring basic skill upgrading to those looking to redefine their careers. The success of our students is at the heart of everything we do. We provide unparalleled advantages such as small class sizes and industry-aligned programs that are continually evolving to meet the changing needs of the job market. Our programs are taught by accomplished professionals in the field who impart their real-world knowledge to provide students with a competitive edge. PACE's connections to industry leaders, associations, and the local community offer additional benefits to students and often provide a bridge to potential job opportunities. PACE is driven by the satisfaction of our graduates. Ninety-six percent of our students reported last year that they are satisfied with the quality of their education at PACE. Here are six reasons why PACE is the right choice for you: QUALITY EDUCATION PACE offers university level credentials delivered by industry recognized professionals. UNIQUE PROGRAMS PACE is continually creating new & unique programs that enhance our student's employability. FLEXIBLE SCHEDULE PACE offers Full-time day, Part-time evening, weekend and online programs. LOCATION Located in the heart of Winnipeg, PACE programs are offered in Buhler Centre. INDUSTRY CONNECTED PACE programs are industry-aligned and keep you connected to the job market. REPUTATION Winnipeg has an outstanding reputation for academics, inclusion and socially just values. Examples of past campaign videos: https://www.youtube.com/watch?v=3y g91GUYK4 https://www.youtube.com/watch?v=0JwGILTXals Refer to PACE website and fact-sheets to learn more about PACE programs: https://pace.uwinnipegcourses.ca/fact-sheets-publications