Tim Hortons Think about the most important benefit to your chosen target market and the best way to connect with them. Think of ways to creatively break through the clutter and engage your target.  Your written Creative Strategy describes your Central theme -your Big Idea. This will differentiate the competitors one you have selected your media and communications tools (part 4). Review the examples from our lesson and your text book. A big idea is not a slogan. A big idea gets at the root of how we want the consumer to feel.  Include 3 creative concepts based on your creative strategy. These are rough mock-ups of your creative and do not pertain to any specific media selected. You do not need to explain how you will be using these creative concepts, that comes in Part 4. Some examples would be: a social media post, a banner ad for a website, a poster, a radio script, a video storyboard, etc. These do not need to be polished, final creative. I am looking at concepts only and how they reflect your Big Idea. Use examples from other brands and explain how you would change it.  5) MARKETING COMMUNICATIONS MIX  You must include these tactics from those we covered in our lessons. Which of the below will you use in your campaign and why?  Digital Marketing /Social Media Marketing (plus creative example)   Public Relations or Direct Response Marketing (include an example of message)   Experiential Marketing or Sponsorship (explain the sponsor and why chose them)   Traditional Advertising (use 1 traditional medium from these)   Radio a. Out of Home   Print (Newspapers)