Creative Brief
Target Audience
A Twosome Place is a dessert café chain has just been introduced in the city of West Hollywood in Los Angeles County. The primary target audiences are female adults who are aged between 18-34 years. The products offered by this firm are designed to meet the needs of this market segment in a unique way.
To ensure that this firm achieves success in this new market, the marketing message must reach this target audience in the most appropriate way possible. The audience may be of any race. Most of them are high school graduates with some form of income. As the name suggests, A Twosome Place is very suitable for couples who want to have time together. This means that the message should reach out to men who are in the same age bracket as the female clients mentioned above.
Secondary audience may be middle-aged men and women who find it necessary to have coffee in a serene environment such as that offered by this coffeehouse. Another secondary audience may be teenagers aged between 14-17 years. At this stage, it is expected that these teenagers fully rely on their parents or guardians for financial support.
This means that they do not have a lot of financial resources at their disposal. This coffeehouse offers them a perfect opportunity to get high-value products at relatively lower cost. Their small budget will be appropriate for this store.
The Message Theme
The single most important message for this promotional campaign can be derived from the firm’s mission statement and the brand positioning strategy it has taken in the market. It is informing the target audience that at this firm, they will get trendy and relaxing environment where they can take time with their friends and enjoy a wide variety of premium products at very friendly prices.
The primary message to the clients is that if they want a trendy place to relax with friends or just to medicate or talk with friends in the social media platform without having to worry about costs, then A Twosome Place is the place to be.
Supports
This promotional campaign will need to develop supporting rational and emotional ‘reasons to believe and buy’ in order to attract the targeted clients. The campaign must create a strong case loaded with emotional reasons that will make the clients believe that it offers the best value in the market. The following are some of the emotional reasons that would make clients prefer the products offered by this firm to that offered by the existing competitors.
- High-quality products which are designed to meet specific needs of varying groups of clients
- A friendly premise that offers clients a perfect environment to interact and to meditate over critical issues in life
- Natural ingredients sourced from places known to offer quality raw materials needed to prepare very healthy meals and snacks
- A healthy diet that takes into consideration the dietary needs of the clients
- Perfectly located stores which are very convenient and easily accessible
- A variety of flavors available at the store to meet unique needs of the clients
- Customized products are available on demand whenever a client may find it necessary.
- Top security at all the stores of this firm to assure clients of their safety and security while they are in the store.
- Free Wi-Fi for techno-savvy clients who may want to spend time in the online platform while they are at the store.
Campaign Elements
The promotional campaign strategy will use a number of elements in order to achieve the needed impact. Before the launch, we will need to make the brand and its products known in the market. To do this, we will use a series of marketing techniques both in the mass and social media. This firm will rely on celebrity endorsements. Celine Dion, one of the widely travelled and very popular singers in North America, may help in endorsing this product. Her wide experience will be trusted by many.
The marketing team will also try to get endorsement from reality show TVs such as America’s Got Talent. Within the city of West Hollywood, banners and billboards may be appropriate. Such outdoor adverts should be strategically located within the city to ensure that they attract attention of the clients, especially those who have not heard of the brand and products it offers. Heavy presence on Facebook, Twitter, and YouTube will also be very helpful in reaching out to the target audience.
Constraints
When developing this promotional campaign, it is important to outline each piece of promotional material that will be needed to achieve the intended outcome. First, we will develop a personality that will represent our brand. The current choice is Celine Deon who is a prominent musician who is cherished by many people in North America and in the world at large. Having her as the brand ambassador of this product will make it easy for this firm to appeal to the target audience mentioned in the section above.
The Logo of this brand will be present in all the promotional campaigns. In this competitive industry, the power of brand is what may define success in the market. The marketing team will promote this brand as an eco-friendly firm that is keen on doing the little it can to protect our environment. This is necessary because environmental conservation and eco-friendliness are some of the top trending topics in the United States today. Other constraints that will be mandatory for the promotional campaign include the following:
- Colors associated with brand. For A Twosome Place, the main brand colors are black and white as shown in the logo.
- All the physical locations and addresses where clients can get services offered by the firm.
- A website where clients can get additional information about the firm.
- All the signature products that are offered by the firm
Timeline
In a comprehensive promotional campaign project for a firm that is yet to start its operations, it is always prudent to be specific about timeline when the products will be available for use. Promotional campaigns, if well designed and properly executed, always leave the audience yearning for the services advertised.
They should not be kept waiting for long because their interest in the brand or its products may diminish with time. For that reason, terms like coming soon and grand opening will be necessary in informing them that the coffeehouse is planning to start its operation after a short while. In fact, it will be necessary to have clear dates when the outlet will start operating.
Campaign Strategy
IMC Message Strategy
In the modern American society, people have become very sensitive of what they eat. The concept of healthy eating habits has become very popular among the target group. The promotional campaign will be specifically targeting young female clients aged 18-36 years. This is the most sensitive group of people when it comes to choosing what they eat.
They are keen to avoid fat, not only for fear of developing lifestyle diseases, but majorly for fear of losing their good shape. The message strategy must be based on this information. The promotional campaign may take the following approaches:
- Keep shape at A Twosome Place
- Keep fit at A Twosome Place
- Your health, our responsibility
It is important to note that each of the three promotional campaign messages will be targeting three different groups of clients. The first message will be for the primary target audience who are potential female clients aged 18-36 years. Their main interest is to remain attractive, and therefore, they are very keen when it comes to maintaining their shape. They are careful to avoid meals high in cholesterol and fat.
That is why this firm has a message designed to assure them that their good shape will be protected when they eat or drink at this coffeehouse. Men are secondary target audience and it was important to design a message that also suits them. According to Palmer, the main concern for most of the American men is how to keep physically fit.
A Twosome Place promises to offer them products that will give them mental strength to engage in activities that would promote their physical fitness. The middle-aged and the aging Americans may also find this coffeehouse important t them in one way of the other. That is why it was considered necessary to design a message that suits their needs. For them, the main concern is to stay healthy to avoid some of the common diseases associated with their age. The third promotional campaign is very appropriate for them.
The Strategy, Theme, and Tone of Voice
In this promotional campaign, it will be important to employ a strategy that will make the target audience feel that this firm has something unique that they need. Care will be taken in the entire process to ensure that clients do not feel pressurized or even bored with the message. This will be achieved by coming up with a message delivery strategy that is different from what other firms are using in the market.
The aim will be to create curiosity and a sense of longing among the target audience that would make them desire product of this firm. The message should leave them thinking that there is something unique about this brand and about this product that they should discover.
This will make them develop a unique relationship with the brand, especially if their needs are met effectively. All the promotional campaigns will be accompanied with the firm’s logo. The logo itself will clearly communicate what this firm has to offer. This logo will also strengthen the position of this firm in the market.
The theme of the message will be clearly presented in the slogan. The slogan used in the campaign should emphasize on the superiority of the product based on three IMC messages discussed above. Having two or more slogans for a given brand may not yield an effective impact.
A slogan should be an identity of the firm. It should be a reminder of the brand and its products to the customers. This means that this firm will have to develop a single slogan that integrates all the necessary elements that the main target market will find necessary. The tone of voice must also be consistent in order to achieve the needed appeal. It means that this firm will have to identify a tone that will be pleasant to the main target audience.
A musky voice is always popular among ladies. This firm may consider using this tone to appeal to its main target market. The colors of the brand will widely be used in the strategy. The clients should start associating the black and white color combination with this brand. This is another way of strengthening the brand in the market making it able to manage the threat of rivalry within the industry. The following graphic shows the logo that this firm will be using in the market.
The selling premise
According to Meier and Stormer, when developing a promotional campaign, it is always important to understand what a given brand offers that is of unique value. A Twosome Place will be offering its clients natural products prepared in the most suitable way as to retain its flavor and nutrients. The promotional campaign will be more of emotional than rational. This is so because people tend to respond more effectively to emotional and rational messages.
The American society trust Celine Dion’s songs for the creativity and originality in them. That is what this brand seeks to offer, and it is the exact same way that the brand and all its products will be positioned in the market. This emotional-based strategy that uses a celebrity is the most effective way of engaging the target audience. It is the only way of capturing their attention in a world full of advertisements.
The Chart
Message Strategy: Cognitive- Affective- Conative. First, the clients will be expected to know the products and the brand, they will develop affection towards these products, and finally make the decision to buy the products.
Appeals: The appeals that will be used include cool environment supported by cool music that gives it a unique status. This strategy will be appropriate based on the targeted market segment of young adults.
Message theme: Keep shape at A Twosome Place
Means-End Chain:
- Product attributes: The products offered by this firm a healthy, trendy, and very enjoyable. They are made with the target audience in mind.
- Consumer benefits: Consumers of these products will benefit by having refreshments and snacks that poses no threat at all to their health. The products will meet their needs in a unique way.
- Leverage Point: The points of leverage of this brand are the unique status, health consciousness, and serene environment that is conducive for couples.
- Executional Framework: The framework of execution will majorly be demonstrative and the use of animation accompanied by songs.
- Spokesperson: The spokesperson for this brand will be Celine Dion. She was chosen because of her popularity among the target audience.
IMC Media Strategy
Traditional Media
Newspaper/Magazine Advertisement
Newspapers and magazines are no longer popular among the young adults in the United States. They mostly rely on the social media to learn about new events in their social life. However, it was stated initially that A Twosome Place will also accommodate elderly members of the society. This target group still read newspapers and magazines on a regular basis. For this reason, the newspaper advertisement will specifically target this segment of the market. Below is an advert that will be used in the newspaper.
Direct mail: Invitation
It may be necessary to send a direct mail to the target audience during the day of launching the project. This will be an important day that A Twosome Place will be demonstrating its unique ability to deliver value to its target audience. The invitation will mainly be sent to individuals who are expected to be regular clients of this firm. The figure below shows the invitation card that will be sent to the target audience. It means the cards will be targeting female audience aged 18-36 years.
Invitation Card
It is with great joy that we invite you to the launch of A Twosome Place Restaurant in city of West Hollywood in Los Angeles that will be on December 20th, 2015. Come and enjoy, come with a friend!
Outdoor advertising
This is a new firm that is getting into a market that is highly competitive. In order to achieve the intended success, it will be necessary to ensure that it uses outdoor advertisements to gain attention of the target audience. The best choice will be billboards which are strategically located along the highways, at bus stations, or places that are frequented by the target audience.
Billboards always have the power of introducing a new product into the market in a uniquely powerful way if properly designed and strategically positioned. For instance, when the billboard is located at a bus station, the target audience will find it more meaningful to read the content of the billboard instead of sitting idly at the station waiting for the bus.
It is more likely that they will remember the contents of such adverts for a very long time, and may be interested in trying the products offered by that brand. The following figure shows an appropriate billboard that can be used to reach out to the target audience.
New Media Strategy
The old media strategy discussed in the section above will offer this firm opportunity to get to the target audience using the traditional marketing approaches.
However, it is important to note that the clients targeted in this program are techno-savvy individuals who spend most of their time in the social media. That is why it is necessary to come up with new media strategies to enhance the firm’s ability to reach out to its target audience. The following new media strategies will be given serious consideration in this promotional campaign project.
Social Media
A Twosome Place will heavily rely on the social media as a strategy through which it will reach its target audience. This firm will particularly use Facebook, Twitter, and YouTube to reach out to the target audience.
Through these platforms, the firm will keep the clients informed about the major events at this firm, especially on issues such as promotional products or new products which have just been introduced at the firm. On its website, the following social media options will be available where clients can get further clarification about the firm or a product or join a social community to discuss how this firm can deliver its products better.
As shown above, this firm will be active on various social media platforms. YouTube will particularly be important for the audiences who have never had a chance of visiting this coffeehouse before. The firm will record videos showing the interior and exterior design of this facility. Of interest will be the privacy that this firm offers to its clients who may want to visit the place as a couple, group, or individual.
In the video, the background music that is expected to entertain the audience will be clearly evident for the clients to know what to expect when they come visiting. Americans are keen on knowing how meals they take are prepared, especially after two Domino Pizza employees posted a video showing how they handled food unhygienic manner before presenting it to the customer.
A Twosome Place YouTube campaign will show clients how meals are prepared, and how they are served to assure them of the quality this firm offers, and the emphasis it lays on issues such as hygiene and professionalism among the chefs and waiters/waitresses.
Media Planning Strategy
Placement Strategy
The social media platforms will be used in different contexts in order to achieve the maximum value desired. Facebook will be very appropriate for clients to tag their locations so that their friends can know when they are at this facility. This will help in promoting awareness of this location to a wider target group. Instagram will be very important in sharing pictures of this coffeehouse among friends.
Bloggers
This firm will also need to promote this brand and its products in popular blogs within this region. There are tools that can help the marketing manager to determine the stream of clients to a given bog. Popular ones can be chosen to promote the brand. Such images will be used.
The Budget
The marketing manager will need to coordinate closely with the finance department to ensure that there is a budget for this ambitious promotional campaign project. All the activities mentioned in the plan will need to be funded to achieve the intended goal.
Bibliography
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Meier, Andreas, and Henrik, Stormer. E-business & E-commerce: Managing the Digital Value Chain. Berlin: Springer, 2009.
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