The Container Store brief

Brief: The Container Store

Why do we need to advertise?

Since opening their first location in 1978, the founders of the Container Store have been receiving praise for their attention not only to their customers, but to their employees as well. This has helped them skyrocket from a $35,000 startup to one of Fortunes “100 Best Companies to Work For” every year since first receiving the honor in 1999. Awareness growth of the business has remained stagnant through out the years however, and have been slowly declining since 2008. Our goal is to increase awareness in order to boost sales.

How is the advertising going to accomplish this?

By targeting mothers with kids who are starting college.

Who are we going to connect with?

Mothers of college students venturing into dorm life.

What are the most insightful things we know about them?

MOMs know how disorganized kids can be, they took care of them their entire lives. They washed and put away their clothes, picked up their skates and rolled up their video game controllers; they made their beds and put away their shoes. They take time to meet the roommates, and they study the living spaces carefully. To them, their kids will always be their kids, and they worry about their well being even more now that they are away, and they make sure their kids have everything they need before they venture out on their own.

What is the single most effective message we can tell them?

We provide practical items for the practical parent.

What else do we know to support this message?

College students and their parents will spend an estimated 3.6 billion dollars every year for dorm supplies. Websites such as Circleofmoms.com even offers help of all types for mothers who seek advise from others moms.