Guitar Center Lessons Rebrand
Problem:
Appeal to the target audience and inspire acquisition from the 5.8 million customers and external prospecting efforts.
Target Audience:
Women, Age 35-45 with children around 5 years old. Generation X and Y millennials are well-educated, musicians, feminists, travelers, self-carers, and working parents who are closer to their kids than previous generations.
Insight:
This target audience is focused on self discovery.
Reasons to believe the insight:
Gen X and Y came up through the information age and thus have more choices than previous generations. To know what choice is right for them, they need to know their identity.
Because music is an expression of self, varied perspectives is easily encouraged.
This is what was being sent out.
This is what I pitched.
Last notes.
Who were the cross functional partners?
Customer relations management team, design team, and the Lessons marketing manager.
What was the level of involvement?
Researched, designed, wrote, and pitched.
Where can I find more samples of this?
Reach out and I can send you other mock ups that I made for this pitch.