USC IML 140 Final Project

  1. Describe your Business Idea.  Be sure to include:
  • The Pain
  • The Product/Service
  • Target Customer  

The Pain: Current Twin XL sized bedding is PLAIN, BORING, HARD TO FIND, AND POOR QUALITY. College students have little to no variety when searching for the Twin XL sized bedding required for their dorm mattresses.  Thread count quality is low, typically <150. College aged demographic is searching for bedding that will reflect their identities/individual personalities, especially since they are all looking to create their “dream dorm room” as purported by the stigmas typically associated with going off to college/starting the new chapter in their life journey.

The Product: Quality Twin XL bedding with original designs catering to the eclectic/unique college individual.

Target Customer: College age students who are looking to personalize their dorm rooms and who view style, design, and their bed as an integral vehicle of self-expression.

  1. Describe the Purpose of the commercial and the target Audience.

The overarching content/voice of my commercial will be essentially like a college student talking to another college student. I want to effuse how college is fun, exciting, a time to work play hard, and to embrace the fact that sleeping is non-existent in college–in fact, sleeping is for wimps. (A plethora of pictures featuring college partying and late night drunchie relay this message fine). But when college students finally do decide that they can’t take it anymore and they need to rest, they need to rest on a bed covered in Dorm Deco Twin XL Bedding. The Dorm Deco Bedding is a sign of college life and a freshman’s right of passage (this is a “lifestyle brand”). 18-21 is one of life’s largest milestones and transition periods where people grow into themselves, become more independent, and where they ultimately seek to define their identity. I always find it fun to go to my friends’ apartments/dorm rooms and see how their personality resonates in so many different aspects in their living space–pictures, posters, colors, furniture arrangements, decor!! Everything attests to one’s character and I want Dorm Deco Twin XL to be a part of this milestone point where personification is so critical to a customer.

So my commercial concept is more crazy and quite honestly, borderline lame, but I think it’ll at least be a fun video and commercial that a college aged person would pay attention to. The electro music is also very demographic specific and representative of the 21st century 18-21 year old lifestyle!




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