GP5-W08-Creative Brief / AI Assets
GP5-W08-Creative Brief / AI Assets
1 Creative objective
The creative objective of the “Fresh from Our Farm to Your Campus” campaign is to increase awareness of the CPP Farm Store by creating engaging and visually appealing content that connects with the Cal Poly Pomona community. The campaign will highlight fresh seasonal produce, locally grown products, campus-made gift bundles, and convenient online ordering with in-store pickup, encouraging more people to explore everything the Farm Store has to offer.
Beyond promoting individual products, the campaign also aims to strengthen the Farm Store’s brand by showcasing its unique role within the university community. Through consistent messaging and eye-catching visuals across digital platforms, the campaign seeks to inspire first-time visits, encourage repeat purchases, and build lasting relationships with customers by emphasizing freshness, convenience, and community involvement.
2 Target audience
The primary target audience consists of Cal Poly Pomona students, faculty, staff, and nearby residents between the ages of 18 and 45 who value fresh food, convenient shopping, and supporting local agriculture. Many of these consumers have busy schedules and prefer quick, accessible shopping experiences. They regularly use digital platforms such as Instagram, TikTok, Google Search, and Google Shopping to discover new products, learn about promotions, and decide where to shop.
This audience is motivated by freshness, affordability, and sustainability. They are interested in seasonal produce, locally grown products, and unique campus-made gift bundles while also supporting businesses that contribute to the university community. The campaign will connect with this audience through engaging visuals and clear messaging that highlight the Farm Store’s fresh products, convenient shopping options, and strong connection to Cal Poly Pomona. By aligning with their interests and shopping habits, the campaign aims to increase brand awareness, encourage customer engagement, and inspire both first-time and repeat visits to the CPP Farm Store.
2.1 Key Message
The primary campaign message is:
Fresh from Our Farm to Your Campus.
This message emphasizes the connection between CPP’s agricultural identity, the Farm Store, and the campus community. It communicates that customers can conveniently purchase fresh, locally grown, and seasonal products directly from Cal Poly Pomona.
Supporting messages may include:
- Fresh, local, and grown close to campus.
- Discover what is fresh this week at CPP Farm Store.
- Shop local. Support CPP. Taste fresh.
The message is designed to encourage students, faculty, staff, and nearby community members to view CPP Farm Store as a convenient destination for fresh products, seasonal items, and campus-related gifts. It also supports campaign tactics such as the “Fresh This Week” webpage, seasonal pickup bundles, and weekly social media posts.
2.2 Tone and Style
The campaign will use a tone that is fresh, friendly, welcoming, local, and student-friendly. The language should be simple and conversational so customers can quickly understand what products are available, why they are valuable, and how to purchase or pick them up.
Visually, the campaign should use bright natural lighting, real product photography, seasonal produce, and recognizable elements of the CPP Farm Store or campus environment. Designs should feel clean and approachable, using warm earth tones, natural greens, and CPP brand colors when appropriate. Promotional materials should avoid appearing overly corporate or artificial and instead highlight authenticity, freshness, and the connection between the farm and the campus community.
Overall, the creative style should make CPP Farm Store feel convenient, trustworthy, and community-oriented while maintaining a consistent and professional connection to Cal Poly Pomona.
3 Channel recommendations
To maximize awareness and increase customer engagement, the CPP Farm Store should use a combination of digital and campus-based marketing channels. Each channel reaches a different segment of the target audience while reinforcing the campaign message.
3.1 Instagram
Instagram should be the primary marketing channel because it is widely used by Cal Poly Pomona students. The Farm Store can share photos and short videos of seasonal produce, locally made products, special promotions, and behind-the-scenes content. Instagram Stories and Reels can also be used to announce limited-time offers and events.
3.2 Email Marketing
Email newsletters are an effective way to communicate with students, faculty, staff, alumni, and community members who subscribe to updates. Weekly emails can highlight seasonal products, promotions, campus events, and exclusive discounts while encouraging repeat visits.
3.3 Facebook
Facebook is useful for reaching faculty, staff, alumni, parents, and local community members. The platform can be used to promote events, announce new products, and share educational content about locally grown produce and sustainable agriculture.
3.4 CPP Website and Campus Communications
The Farm Store should utilize the Cal Poly Pomona website, campus newsletters, digital signage, and student announcements to increase visibility among the university community. These channels help reach people who are already on campus and may not follow the Farm Store on social media.
3.5 Google Business Profile
Keeping the Farm Store’s Google Business Profile updated with accurate hours, photos, promotions, and customer reviews improves visibility in Google Search and Google Maps. This makes it easier for new customers and visitors to discover the store.
3.6 Why These Channels?
Using multiple marketing channels creates an integrated campaign that reaches customers wherever they are most active. Social media builds awareness and engagement, email encourages repeat purchases, campus communications increase visibility within the university, and Google helps attract new customers searching for local products. Together, these channels support the campaign objective of increasing awareness, driving store traffic, and promoting the unique products available at the CPP Farm Store.
| Channel | Purpose | Primary Audience |
|---|---|---|
| Showcase products and promotions | Students | |
| Email Marketing | Share weekly updates and offers | Students, faculty, staff, alumni |
| Promote events and community engagement | Alumni and local community | |
| CPP Website & Campus Communications | Increase on-campus awareness | University community |
| Google Business Profile | Improve local search visibility | Local shoppers and visitors |
4 At least 3 sample creative assets
4.1 Product Image
4.2 Email
Subject Line + Preview Text:
4.3 Instagram Post
5 AI prompt documentation, if AI is used
5.1 Sample Product Image Prompt Used:
Create a realistic, professional product photograph of a Cal Poly Pomona Farm Store gift box displayed on a rustic wooden table. The open gift box should be neatly arranged with locally made products, including jars of fruit preserves and jam, packaged nuts, candy, and a bottle of flavored dipping oil. Make each product clearly visible and attractively positioned, with realistic packaging and no distorted or unreadable labels.
Use bright natural lighting, warm earth tones, fresh greenery, and subtle green-and-gold accents inspired by Cal Poly Pomona. Add a few pieces of seasonal fruit around the box to reinforce the “Fresh from Our Farm to Your Campus” campaign theme. The overall mood should feel fresh, friendly, welcoming, authentic, and community-oriented rather than overly corporate or luxurious.
Use a clean background with a softly blurred farm or campus-inspired setting. Keep the gift box as the main focal point and leave some open space around the product for promotional text to be added later. Create the image in a polished commercial product-photography style suitable for an Instagram post and digital marketing campaign. Square 1:1 composition, high resolution, no people, no text, no logos, and no watermark.
For the product labels on the items, include the CPP Farmstore logo
5.2 Email Graphic Prompt Used:
Create a email graphic of a Cal Poly Pomona Farm Store Gift Basket . It is a box that inlcudes nuts, fruit preserves, flavored dipping oil, candy, jam etc. it starts at $50. It’s a banner that should fit on a regular mailchimp email. (This was the initial prompt, and I asked it to make changes to the graphic to get it to where wanted it to be.)
5.3 Instagram Post Prompt Used:
Create a polished, branded Instagram feed post promoting Cal Poly Pomona Farm Store gift boxes. Use a vertical 4:5 format, 1080 × 1350 pixels, optimized for viewing on a mobile phone.
Feature a realistic, professional product photograph of an open gift box displayed on a rustic wooden table. Arrange the box with locally made products, including fruit preserves, jam, packaged nuts, candy, and a bottle of flavored dipping oil. Make the products clearly visible and attractively arranged. Add seasonal citrus, fresh greenery, and subtle farm-inspired details around the box.
Use bright natural lighting, warm earth tones, natural greens, and CPP green-and-gold accents. Include a softly blurred farm, Farm Store, or Cal Poly Pomona campus setting in the background. The overall design should feel fresh, friendly, welcoming, authentic, student-friendly, and community-oriented rather than overly corporate or luxurious.
Use the uploaded circular Cal Poly Pomona Farm Store logo as the official branding element. Place it clearly near the top of the design without changing its colors, wording, proportions, or illustrated details. Use the same logo on the product labels where appropriate.
Include the following text in a clear visual hierarchy:
Give a Fresh Taste of CPP
Farm Store Gift Boxes
Starting at $50
Shop Online or Visit the Farm Store
Add the campaign tagline near the bottom:
Fresh from Our Farm to Your Campus
Use clean, readable typography with strong contrast against the background. Leave enough spacing around each text element and avoid overcrowding the design. Keep the gift box as the main focal point, with promotional text positioned in open negative space. Create a cohesive, professional social media advertisement with no people, no watermark, use the CPP Farmstore additional logos, and no unrelated text.
6 Explanation of how the assets support the campaign plan
Email:
This email campaign supports the “Fresh from Our Farm to Your Campus” campaign that our group has planned by reaching exisitng customers who have subscribed to receive emails from the CPP Farm Store. This email focuses on reaching these existing customers with a direct, personalized promotion for the CPP Farm Store gift baskets. The subject line and preview text work together to catch the attention of the email recipients and highlight the value of the gift baskets by emphasizing locally made gift baskets starting at $50.
Instagram Post and Product Image:
The IG post and the product image will extend the campaign’s reach by increasing CPP Farm Store’s digital presence. This will be done by showcasing seasonal products and promotions to both current followers and new audiences that do not know about the farm store. One main goal being the push of gift basket sales, by promoting them not only through email, but social media as well. By expanding the Farm Store’s visibility across social media, these assets support the campaign objective of increasing awareness of not only the CPP Farm Store, but it’s products too.
Together, the three assets create a cohesive cross channel marketing campaign that reinforces the CPP Farm Store’s brand across different digital touch points. By maintaining consistent messaging and visual branding, the assets work together to increase awareness of the Farm Store, strengthen its digital presence, and encourage customers to explore products online.