Market research has shown an increase in small business owners in the KC metro area. These businesses are typically limited in their marketing due to small, shoestring budgets, and the result is poorly crafted ad campaigns and marketing materials, which limits growth. Impact’s unique selling proposition is that it produces big agency ads for small wallets. The goal is to get customers to realize that they can afford big, professional ad campaigns for much less.
Strategy: Create the perception that big ad agencies overcharge, and that big marketing can be done for less. Much less.
Idea expressed in a tagline: When you overpay for marketing (you’re getting taken advantage of).
Execution: Series of print ads and ambient ads in areas populated by the target market.
Proposition: You can build a brand just as good as the big dogs for less.