Once the creative brief is complete, you will then move into the development of the message strategy. There is a veritable menu of potential strategies for you to choose, but there are several considerations to keep in mind as you move forward. First of all, one or more message strategies may overlap in a variety of ways. You will need to make sure to choose the strategy (or strategies) that best fits with the creative brief that you’ve developed and ultimately meets both the needs of Trader Joe’s and the needs of their potential customers. Second, you will need to make sure that the message strategy and the method of conveying that strategy fits well with the three distinct segments that you are addressing. This may mean that you develop an advertising campaign that adopts a different strategy and multiple methods for each of the segments. In other words, you may choose an Instill Brand Preference strategy but suggest a feel good ad for the soccer moms, humor ads for college students, and sexual-appeal ads for the single customer who lives alone. Here is where the insight into the individual segments you developed while constructing the creative brief comes into play. Finally, you will also need to consider how the message strategy you’ve chosen might evolve over time. Trader Joe’s is looking for a plan that will carry them through the first two years of business in your area. They would like you to make sure you develop a plan, and advertising messages, that will address their needs on day one, at the one-year mark, and again at the two-year mark. Here, you are basically answering the question, how will the message strategy change as Trader Joe’s becomes more established in its location and within the minds of its targeted segments.