MarKeting McKenna

Finish Line Co. | Newsletter #2 Audience Adaptation

Target: Parents of College Students

The Challenge
Reposition the same product — the Study Survival Kit — for an entirely different audience. Instead of speaking to stressed college students, this version targets parents who want to support their student from afar.

The Insight
Students feel stress.
Parents feel distance.

During midterms and finals, parents want to help — but often don’t know how. The Study Survival Kit becomes more than a productivity box; it becomes a tangible way to show encouragement.

The Strategy

Tone Adjustment
Newsletter #1 was peer-to-peer, playful, and student-focused.
Newsletter #2 shifts to warm, reassuring, and trust-building.

Instead of humor about procrastination, the messaging focuses on:

• Supporting student well-being
• Reducing academic burnout
• Sending encouragement from home
• Thoughtful care over convenience

Emotional Positioning
The product is reframed as:

• A care package with purpose
• A stress-relief tool
• A simple way to stay connected

The CTA encourages parents to “Send Support Today” rather than “Power Through Midterms.”

Objectives

• Expand brand reach beyond student inboxes
• Position Finish Line Co. as parent-approved
• Drive purchases through emotional connection
• Reinforce the brand as supportive and solution-driven

Why It Works

This project demonstrates my ability to:

• Adapt tone and messaging for a new demographic
• Reposition the same product without changing the brand
• Shift from relatability-driven copy to emotionally persuasive copy
• Maintain strategic clarity under deadline pressure

The result is a cohesive second campaign that broadens the brand’s audience while preserving its core mission: helping students finish strong.

Newsletter:

Newsletter Creative Brief: