+ Ad Copywriting Final Project By: Lexy Karvonen

+ Background Info- I chose to do my family business, Karvonen’s Brandsource which has many departments from furniture, to appliances, electronics, bedding and décor. Karvonen’s is located in Perham MN. The business was started in 1926 by Yalmer Karvonen. In the late 1940’s Harold Karvonen, Yalmer’s son joined the business. The tradition continued when Harold’s son John, the 3 rd generation owner, joined the family business in To keep the family tradition going, Johns son, Aaron is Karvonen’s 4 th generation and present day owner.

+ Informal Research- After sitting down with 3 rd generation owner John and 4 th generation owner, Aaron Karvonen, I found that: Karvonen’s target market are manly those who live a 30 mile radius around Perham, MN, where Karvonen’s is located. Karvonen’s target audience is locals between years old, whom are dual-income families.

+ The Strategy- Is to get local customers to link Karvonen’s to Refreshing Designs and to position the two companies as the Perham area’s home improvement dream team. We not only can furnish your home at the most affordable prices, but the savings don’t stop there. Now, the dream team can help you with the entire process from selection, paint, countertops, wallpaper, lighting, fabric, window treatments, flooring, home décor, and more!

+ Unique Selling Point (USP) Is that Karvonen’s is the proud new owner of an Interior Design Company, Refreshing Designs. The Karvonen and Refreshing Design dream team wants to bring love and expression back into their customers lives in the easiest most efficient way, by merging together, so they did. We are positioning Karvonen’s and Refreshing Designs as your home improvement dream team that can bring all your design dreams to life.

+ Campaign Theme- Is a dream theme. This vision is inspired by dreams because I like that they can mean so many different things to different people. I also did this so ads in the future could go along with the dream theme but also have room to play and get creative. For example, future ads could play along with lucid dreaming, daydreams or even home improvement nightmares.

+ Element #1: 30 TV Commercial- This commercial is aimed to remind Karvonen’s customers about our famous products, and to announce that Karvonen’s has bought the interior design company, Refreshing Designs. Here, I put the idea in our consumer’s heads that we’ve already been around for 4 generations, but we are only getting started. This introduces Karvonen’s and Refreshing Designs as your home improvement dream team. -commercial-link/ -commercial-link/

+ Element #2: 60 Radio- This ad stays on the dream theme through a hypnotist’s that can unlock the customer’s subconscious mind, revealing their deepest home improvement dreams. This piece is written for the medium by using theater of the mind, through sound effects, metaphors, and backwards thinking. -radio-script/ -radio-script/

+ Element #3: Two Magazine Ads For both of these magazine ads I really exaggerated the dream theme and played off the idea of husbands and wives having completely different design dreams. Both photos are from from Erik Almas collection called sleep and then I just added in some minor details. These ads position the dream team as the place that can satisfy everyone’s design dreams. I did these ads so that our local customers can visually link Karvonen’s with Refreshing Designs and get to know them as the dream team through these dream themes.

+ The 1 st Magazine Ad- I chose to do this because in the home furnishing and improvement world, especially at Karvonen’s, the women are the decision makers. That’s why this ad is directed to wives. I wrote this piece using word play, curiosity and reverse benefit to grab the audience’s attention and to make them want to read more.

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+ Element #3: Two Magazine Ads The 2 nd Magazine Ad is designed in hope to get its viewers to link Karvonen’s to Refreshing Designs. This also goes along with the other magazine advertisement, but this time showing what the wife would want. I wrote this with repetition, word play, and using the metaphor, “Think of Karvonen’s and Refreshing Designs as your home improvement dream team.” In this particular ad I positioned the dream team as a place that has something for everyone. Even the husband and wife who have totally different interior design dreams.

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+ Element #4:Direct Mail Piece- This is a Newsletter/iNewsletter both of which are going to be sent out by print and electronically via . It will be sent out to Karvonen’s local customers. This free newsletter is perfect for the home furnishing and design business because it can be used to introduce products and a new issue can be sent out monthly. However, this newsletter was created to tell our customers the big news about Refreshing Designs as well as to give our customers furniture cleaning tips, product information and huge ways to save money by choosing us

+ So, choose the dream team- Karvonen’s beat any price any day policy has already offered their customers huge deals for 9 decades. But, now the saving don’t stop there. Through Refreshing Designs now we can do it all. Most home designers charge more than retail price for building products, but not Refreshing Designs. Our discounts are your discounts; meaning whatever Refreshing Designs pays for the products is exactly what you will pay. Here, we even provide an estimate of each individual item to show step by step, proving that Refreshing Design’s is different from anyone else in the industry. So, whether you are building or updating a home pick the dream team to bring alive all your design dreams.