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BRAND AWARENESS CAMPAIGN


CONTENTS

00 Mission Statement 00 Executive Summary - Core Objectives 00 Background & History 00 Competitive Advantage 00 SWOT Analysis 00 Competitor Analysis 00 Target Demographic - Bond University Students - Families - Local Businesses 00 Re-Brand - Cucina as a Brand - Cialdini’s Six Principles of Influence - Brand Message - Elements of the Brand - Logo, Menu and Website - Social Media 00 Creative - Loyalty Card, Coupon - Alternate Advertising - Event and Event Posters - Adverts, Print Media 00 Media Schedule 00 Budget 00 Recommendations 00 Evaluation 00 References

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RAD REVOLUTION aims to provide each client with the most effective and comprehensive creative direction and execution imaginable. It is our promise to uphold the client’s values and vision and in turn our own. We solemnly swear to inspire moments of optimism and happiness, to create a customised approach that will make a difference to the client’s brand. RAD REVOLUTION is committed to preserving creativity and promoting innovation for all.

MISSION STATEMENT 5 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


The following report will detail RAD REVOLUTIONS proposed advertising campaign for Varsity Lake Restaurant Cucina and their desire to develop their brand into a well-known, multicultural restaurant.

RAD REVOLUTIONS approach would be to develop a customise campaign that would bring Cucina to the forefront of the Varsity community. In order to achieve this goal, the creative team at RAD REVOLUTION have developed and cohesive direct advertising campaign that consists of five different facets; a complete company rebrand, Low cost print media advertising (encompassing direct mailer, pamphlets and rewards cards) new company website, develop a social media dialogue and execute a interactive launch. These creative mediums have been chosen in order to best connect with the desired target market whilst at the same time communicating the core values of Cucina. We believe that this campaign will bring customers into the restaurant and ensure recidivistic behaviours. We at RAD REVOLUTION, trust that by focusing on the below objectives we will raise awareness of Cucina not only as a place to go but also as a respected brand within the foodie community. Core Objectives • Increase brand awareness • Effectively communicate Cucina’s renewed brand message to the target audience • Effectively communicate and interact with the desired target audience through creative elements of the advertising campaign • Devise a direct advertising campaign that is in keeping with the current philosophy of Cucina • Successfully re-launch the new brand into the local community

EXECUTIVE SUMMARY 7 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


Cucina Pizza Cafe, is a modern Italian restaurant, that seeks to subvert the pre-existing perceptions of what defines a conventional Italian eatery. The cafe provides an easygoing atmosphere where customers and clientele can relax and enjoy the timehonoured traditions of Italian cuisine. The social aspects of the cafe aren’t the only interesting factor, which distinguishes Cucina from other cafes and restaurants. With the focus also being placed upon the conception of innovative-contemporary food creations, Cucina embodies a sophisticated style. Perfected by chef Jared Peck, who attributes a keen interest in creativity, a passion and commitment to quality. Cucina places emphasis on their product range as being made from fresh, local produce, supporting the local farmers and food industry. With an impeccable range of fruits, vegetables, and meats ensuring that the highest quality is maintained and delivered to the consumer. Despite such a youthful target market, Cucina lacks a strong online or social presence, with low promotion to university students as to it’s location. Furthermore, Cucina’s palette is considered to be somewhat bland, alongside having long wait times, which may be considered unacceptable by many students.

BACKGROUND & HISTORY

Additionally, despite take-away places such as Bond Sushi not attributing strong online presences, they do feature high quality online reviews that state:
“A small and easy place to go for lunch. Because of its’ popularity, everything is freshly made and made in a clean, healthy, way. They might not have the biggest range of sushi, but they make up for it with consistent quality and availability. They have plenty of staff so you will be in and out in a minute or two. Just remember to bring cash.” And, “small, fast-moving store near Bond uni. Plenty of staff keeps the queue moving quickly. It’s cheap, and tasty. Don’t think much of the decore but it brings a good crowd. Good, quick lunch!”

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To distinguish Cucina from other restaurants in the area, the
personalised and intimate treatment of customers, allows Cucina to maintain a customisable approach. This gives rise to the ability to personalise orders to suit the consumer needs alongside the discretion of management to play music that customers enjoy listening to heighten the experience. This highly customer-centric business model allows Cucina to be a memorable experience, above being seen as simply a place to eat. With the growing market of Cucina, being local university students, particularly from Bond University, Cucina has devised a contingent response by ensuring that their food products are halal certified. Therefore allowing the growing populace of muslims to enjoy the food and dining experiences that Varsity Lakes has to offer. To further add to the university inclined market, Cucina aims to make the cafe a more social-centric place for them to “hang out,” open at night, whilst other surrounding places have closed. This allows students who study late at night to order quality food from their product range, with the additional option to order take-away instead of dining in.

COMPETITIVE ADVANTAGE 11 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


STRENGTHS • • • • • • • • • • • • •

Close to University In Market Square Hub Accessible Italian Food strength Culturally diverse product range Halal certified Fulfill dietary requirements Food customisation Friendly atmosphere Fresh, local produce Customer-centric business model Take-away Opening hours Lunch (11:30am to 2:30pm excluding Tuesdays) and dinner (5pm-11pm 7days)

OPPORTUNITIES

SWOT ANALYSIS

• Student and University target market • Location • Halal promotability • Website • Social and online presence • Online bookings • Hang out spot • Customisation promotability

WEAKNESSES • • • • •

Lack of online and social presence Lack of promotion Lack of awareness Long wait times Perception that the business only sells Pizza or Italian foods • No promotion to university students, which could constitute a large part of their demographic • Higher costs, especially for university students • Further distance than other cafes, and restaurants

THREATS

• Surrounding restaurants • Sushi train and Bond sushi are a very cost - effective means for students to eat at • Closer to university cafes provide a more accessible - means of eat-in and takeaway • Subway

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Web Presence Social Presence Pricing Customisability Accessibility Customer Orientation Promotion Opening Hours Ethnic Certified Service Quality Servicing Times Product Range Produce

BOND SUSHI 1 2 5 1 4 3 0 4 4 5 3 5

SUSHI TRAIN 1 0 5 1 2 2 0 3 2 4 4

THE HUB 2 4 3 1 5 4 1 3 4 4 4 4 4

THE LAKE 5 3 3 1 5 4 0 4 5 4 5 5

SUBWAY 5 5 5 5 4 3 5 5 0 3 5 5 5

Scaled from 1-5 (5 being the strongest)

COMPETITOR ANALYSIS 15 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


It is important to know our target audience in order to develop an effective campaign. Through qualitative research and client insight we have identified three key audiences that our campaign intends to target; the Bond University community of students; families and local businesses in Varsity Lakes. Instead of taking a structured demographical approach, we’ve decided to look into our target audience behaviours and characteristics by applying Behavioural Economics (BEs) theories to gain a deeper insight into the consumer. Behavioural Economics challenges the conventional view about the way people and organisations behave. The practice of this theory moves advertising and marketing communications forward as the focus is no longer on attitudes, beliefs and opinions, or even on what consumers intend to do, but on what they actually do, how they behave. Behavioural Economics aims to uncover our inherent decision-making heuristics in an economic-style experimental way whilst bringing in physiological theories to better understand consumers. It’s a new practice that breaks away from a long tradition in the advertising industry; it breaks away from the ridged structure of statistics, budgets and current trends. It aims to gain a deeper understanding of how the consumer acts in not only their buying habits, but how they act in their life. Based upon the aforementioned theories, the following target audiences have been analysed.

TARGET AUDIENCE 17 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


Our primary target audience is your average university student both male and female and of a variety of age groups with a whole university full of interests. Primarily the large portion of students are of the Gen Y generation, the majority live in the Varsity Lakes area and would often be found wandering around the lake area. They live a semi active, very social lifestyle; they care about style and image, whilst also maintaining their educational aspirations. They strive for social change and are also seen in the public eye as cultured individuals with a serious coffee/sugar addiction. They tend to run on limited sleep making their purchase characteristics impulsive and infrequent. Income is low as there is a heavy reliance on government and parental funds.

BOND STUDENTS 19 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


On the flip side to the university students, the other primary audience is your average nuclear family. They don’t go out every week but they do enjoy going down to the lake on the weekend. They frequent many eateries, mainly to get a variety of atmosphere for their kids. They live in the area and would be in walking distance to Cucina. They would most likely go to Cucina for brunch on the weekends or a casual weekend dinner; not necessarily going out every weekend, but may enjoy a glass of wine and fine food. Their children would be in school and most likely both parents are working in the Gold Coast or Brisbane areas.

FAMILIES 21 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


The secondary target reach is the local businesses around the Varsity Lakes area. They know of Cucina but may or may not have been there before, they would drop in for a morning coffee of for a quick takeaway lunch maybe even take a client there for a meeting. Cucina is a stop off for them throughout the week in the midst of their busy schedule. They may or may not choose to frequent there on the weekends but know the staff who serve them coffee in the morning. They have a catering menu in their draw at work because they once had an awesome pizza there and are thinking about their next client workshop day where they’ll need lunch brought in – Cucina comes to mind. They are relaxed and not overly professional, they would most likely live locally and earn modest wage to support themselves or part of their family.

LOCAL BUSINESSES 23 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


Cucina’s current brand message is “At Cucina, there are no strangers, just friends never met before”. Whilst we respect their company values and core message, we feel that there is a gap in how they reach their target audience. Below details a table, which justifies the elements of the client’s brand, which aims to build strong emotional connections between Cucina and past, present or future customers. RAD REVOLUTION aims for Cucina’s customers to be ‘brand loyal’ in terms of levels of loyalty which ensures the customer is committed enough to travel out of their way to dine at the restaurant.

CUCINA AS A BRAND 25 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


The client currently has little to no advertising and marketing campaigns or strategies in place, and relies heavily on word-of-mouth and repeat customers to generate business. RAD REVOLUTION has decided to utilise ‘The art of persuasion’ (Ting, S. 2013) also known as “Cialdini’s Six Principles of Influence” (Cialdini’s Six Principles of Influence. 2013) to create various forms of brand awareness for Cucina. Below details a table listing the theory and how it will be utilised in creating Cucina’s brand awareness. Cialdini’s Six Principles of Influence (Cialdini’s Six Principles of Influence. 2013) 1.

RECIPROCITY

• Offer coupons, discounts & deals to customer when paying bill to prompt return visits • Will enable the customer to feel rewarded for their purchase thus generating brand loyalty and word-of-mouth due to a positive and enjoyable experience • Offer additional student discount card upon the student presenting their student ID – ensures student demographic remains attracted to dining at Cucina as they would recieve a discount • Success of the suggested offers may then lead to Cucina considering a loyalty/ rewards program/card • Mailing lists are also a cost-effective medium for Cucina’s brand awareness campaign • It is assumed that Cucina would utilise ‘house lists’ as a form of direct response where mailers will be sent to current customers, former customers & prospects (Ting, S. 2013)

CIALDINI’S SIX PRINCIPLES OF INFLUENCE

• Cucina should also consider entertainment books which appeal to an upper-class demographic who often enjoy dining at different restaurants • Entertainment books provide Cucina with an uncaptured audience who have the capacity to become high paying frequent customers

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2.

COMMITMENT & CONSISTENCY

• Cucina prides itself on commitment to the customer – “Encourage personalisation of every meal to individual tastes! If we have the ingredient, we can cook it!” (Peck, J. Kidd, E. 2013) • RAD REVOLUTION would advise the client to continue their commitment to their loyal and new customers in customising their meal • Customisation of a meal acts as a niche aspect that the brand offers their client thus can be utilised immensely throughout a brand awareness campaign (build your own meal!) or (‘Cucina will customise your meal to suit your every need’) 3.

SOCIAL PROOF (CONSENSUS)

• The client values their customers – local businesses, students, local residents/families (Peck, J. Kidd, E. 2013) • To ensure that social proof remains in tact, the client must ensure that efforts are made to make the restaurant always looking full with an inviting ambience • Thus will prompt customers who walk by the restaurant or are in the area to dine at Cucina too • Once consensus is achieved Cucina should consider integrating a market oriented database into their checkout process – basic customer data, internal factors (purchases, previous transactions), external factors (address, household, geodemographics) 4.

LIKING

• Word-of-mouth is a huge channel that the restaurant relies on

CIALDINI’S SIX PRINCIPLES OF INFLUENCE CONT

• Due to the restaurant being located in a village environment, word-of-mouth is currently advertising and marketing the brand • Further forms of liking could be utilised through testimonials which may feature on the brand’s website and be spread further through various online channels such as, Facebook, blog, twitter, Instagram… • Once Cucina is discussed, recognised or tagged through social networks, further clientele will follow 29 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


5.

AUTHORITY

• RAD REVOLUTION advises the client to attract influential consumers to dine at the restaurant to generate testimonials, which will influence members of the public to dine at Cucina • Influential consumers may include food bloggers, food critics or socialites of the Gold Coast • Additionally, Cucina could consider radio ads or sponsorship. Potential customers may choose to dine at the restaurant as it is being discussed by a trusted source and will reach a wide demographic of the client’s geographic location 6.

SCARCITY

• Special offer, discounts, deal, coupons with an expiry date would be very beneficial to ensure consumers utilise them by dining at the restaurant before the expiry date and generate immediate revenue for Cucina

CIALDINI’S SIX PRINCIPLES OF INFLUENCE CONT 31 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


With several messages already developed, RAD REVOLUTION has worked hard to focus on bringing Cucina’s core message into a focused message that can now truly represent the brand. When discussing the brand, the creative team used words such as comfort, family, quiet, relax, a tranquil escape, homely, hospitality, warm etc. From these descriptive words we narrowed it down into three words that effectively describe Cucina. Comfort, wind-down and restaurant, and from these three words we have developed an effective message that speaks to the desired target market; “Come and wind-down at our place – Cucina Restaurant.” This message embodies everything Cucina is about, warm hospitable service from Eliza, comforting food from Jared, and a homely relaxing environment that is delivered from the wait staff. This new message is a focused articulation of the previous characteristics of the brand and allows the consumers to be drawn in by the inviting nature of this strong brand message.

BRAND MESSAGE 33 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


PROMISE • Cucina offers a benefit to their customers which is if they have the ingredients available, they will make it • Additionally Cucina offers fresh produce handpicked daily thus ensures that the quality of the ingredients used for their customer is the highest of their reach • Cucina ensures that their brand promise is fulfilled to ensure each customer has a memorable and enjoyable experience • Once Cucina fulfils their brand promise, they have then strengthened their brand • If Cucina breaks their promise, trust is diminished which is usually initially difficult to build • Regaining trust is often impossible thus Cucina must ensure that elements of their brand promise are always fulfilled to ensure the brand remains trustworthy PERSONALITY • Cucina must ensure that their brand personality reflects that of the consumers personality thus will prompt comfort when dining at the restaurant • The brand personality of Cucina is vital to develop an emotional connection with past, present and future customers • Defining a brand personality will strengthen the customers loyalty to the brand and create a stronger bond • The brand personality of Cucina will be developed through a logo, colours, fonts, images etc… (Discussed in image section)

ELEMENTS OF THE BRAND 35 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


UNIQUE SELLING PROPOSITION • It is vital that Cucina ensures that the brand remains unique – sustainable competitive advantage, and differentiate themselves from any competitors • Additionally, for Cucina to achieve success, it must offer the customer a benefit which no other competitor offers, which satisfies a need and gives people a reason to dine at Cucina • Cucina offers a multicultural experience, which is unique considering it is an Italian restaurant. By considering dietary and religious needs, Cucina is unintentionally offering the customer a sustainable competitive advantage • Cucina’s multicultural experience prompts potency of the brand which enables a strong motivating message and attraction to Cucina IMAGE • Logo – See justification below • RAD REVOLUTION has generated a brief statement which will be Cucina’s tagline to send a quick message of brand promise to the customer • Tagline: Fabulous. Fresh. Food. • Typography/fonts: RAD REVOLUTION has chosen Walkway Semibold, Helvetica New and Stencil STD as the core fonts to promote Cucina’s brand personality. The fonts are easy to read and will appear on all print elements of the direct response campaign • Colour Palette: the key colours utilised by Cucina new branding include white, black, red and grey. Colours often influence consumers’ decisions and the emotions they feel in association to the brand. • All colours have been meticulously chosen in regards to colour psychology (Psychological Properties Of Colour. Retrieved July 16, 2013) and the synergy of being used all together in creating an emotional bond between Cucina and the consumer

ELEMENTS OF THE BRAND CONT

• Red is referred to as a physical colour, which symbolises strength, warmth, energy, excitement and stimulates hunger • White is affiliated with hygiene, clarity, pureness, sophistication and efficiency • Black is affiliated with sophistication, glamour security and efficiency 37 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


Cucina’s existing logo evokes a highly one dimensional perception, with the public at large simply considering the cafe as a “pizza place” or at best an Italian restaurant. With no reference to their extensive food range, this effectively deters customers who are seeking alternative foods such as seafood, or burgers, which the cafe does indeed sell. Alongside the predominant focus on the word Pizza, the logo attributes a cluttered aesthetic with mixed alignments, fonts, and capital letters used to place emphasis on the sub text of gourmet pizza and pasta. This sends a mixed message to the customers, in terms of their tag lines. With a multitude of sub headings ranging from “The Heart of Cucina... We Believe Quality! Natural! Fresh Daily..is Best!” to “At Cucina, there are no strangers, just friends never met before!” there is a pertinent lack of direct information to the consumer, who is left stranded amongst the archaic clutter of imagery and words. Therefore, RAD REVOLUTION has put forth a logo design with a much more clean aesthetic, and palette which reflects the businesses intentions and convey to the client that the food is inspired and derived from a multitude of sources, providing a wide array of food and dining experiences.

RAD REVOLUTIONS logo design is a unique visual means to instantly recognise and understand the companies product, promise and personality. The multicultural orchid represents Cucina’s diverse product range and social nature, which is attributed in the not-so traditional pizza’s range, which are influenced by Asian and various other cultures, alongside the provision of halal certified food. To the far left, the petal is formed in the shape of Australia, to imply Cucina’s location and the countries’ multicultural societal approach to living, making inferences towards the diverse social atmosphere within the restaurant. The six major petals refer to the world’s six continents, this facet of the logo aids in distinguishing Cucina as more than just a Pizza and Pasta service, but establishes the business as a legitimately multifaceted restaurant.

LOGO

For readability and aesthetic purposes the font for Cucina Restaurant is designed in Walkway semibold, a clear sans serif, with smooth, rounded lines that are calming to the eyes and also reflect the gentle and intimate atmosphere of the restaurant. The colours of red and white are utilised in the design, to make specific reference to the Italian heritage of the establishment, whilst acting in symbiosis with high avenues of contrast. Red is also suitable for the restaurants use as in terms of colour psychology, it is associated with feelings of hunger and stimulates further amounts of food consumption. 39 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


MENU 41 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


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RAD REVOLUTION has replenished Cucina’s website as many consumers will seek dining destinations via the Internet. As a business to consumer channel, the website will provide the customer with all information regarding Cucina while generating advertising revenue. The site is simple to navigate through as RAD REVOLUTION has incorporated upper level navigation to ensure the customer has no trouble finding what they are looking for. Additionally, the website has been designed in a non-linear fashion to ensure the customer can seek information in any order of pages they like. The site consists of one layer, which includes home, about, menu, gallery and reservations. Additional information including opening hours and contact details are fixed on all pages to ensure the information is always available to the customer without having to remember which page contained what information.

RAD REVOLUTION has also fixed reservations on every page of the website to provide the customer with the opportunity to make a reservation whenever they like. All pages contain Cucina’s elements of the brand including, colour, fonts, slogan, etc. The website program Wix has been chosen to generate Cucina’s replenished website. It is cost-effective, and simple to customise. Once handing the website over to Cucina, it will be easy for Cucina to alter and update at their own discretion. RAD REVOLUTION believes Cucina’s replenished website will generate advertising revenue while providing a service to the customer in the comfort of their own home.

WEBSITE 47 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


http://rsbains.wix.com/cucinarestaurant

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Social media allows businesses to interact with consumers as well as share and create content through online communities. For any business, their web presence is immensely important for developing a desirable online identity. The functionality of this media includes opportunity to increase brand awareness, ability to target desired audiences in specific locations and ease of use. Social media marketing is an in-expensive way for Cucina to interact with and inform consumers about food/dining options and attract new customers. We recommend Cucina focus on social media sites, Twitter and Facebook. These are two ever-expanding communities of potential customers where Cucina can interact with its likers and followers by responding to feedback and generating conversation through creative use of dialogue starters. Social media is also the perfect platform to promote Cucina’s new message, “Come and wind down at our place - Cucina Restaurant” which focuses on the three key elements, ‘comfort’, ‘wind-down’ and ‘restaurant’. Also promoted through social media will be the new catch phrase “Fabulous. Fresh. Food”. Routine promotions will also be posted through social media, encouraging customers to “share” or “check-in” to qualify for discounts and special offers.

SOCAIL MEDIA 51 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


Loyalty cards provide a valuable means for businesses to improve recidivistic behaviour amongst it’s consumers and target market. In terms of Cialdini’s six principles, (Cialdini’s Six Principles of Influence. 2013) the implementation of such a rewards scheme boosts a sense of reciprocity amongst community members, who perceive the marketing tool as being valuable and beneficial for them. This is largely attributed to the fact that every time the customer makes an actual purchase from the store it all contributes to improving cost-effectiveness for them in the long run, whilst still significantly boosting an inflow of customers and demand for products for the business. This in turn has a trickle on effect, essentially improving consistency and commitment to the brand. This can then further have an effect on consensus and liking which all work together to improve the authority the business is able to exert over the general public. To maintain it’s brand relevance and connection to the brand image, the loyalty card has been designed utilising the background of the website, to maintain consistency. Furthermore the distinguishable logo has been included in prominence, on the front face of the card. The card exudes a sense of familial warmth, making inferences towards emotions of relaxation, whilst subtly stimulating hunger with the use of red. The white text stands in contrast to the background, exuding an aesthetically appealing image. The reverse of the card features bold Stencil STD font to place emphasis on the allotted spaces for stamps, whilst still gravitating attention towards the three free items, which the customer can work towards.

LOYALTY CARD  53 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


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Discount coupons have proven to be an extremely effective marketing tool for any conceivable type and size of business. A basic explanation for their acceptance by advertisers is their use by public consumers and their overwhelming popularity. Coupons are an inexpensive form of marketing that has been gaining popularity in tough economic times. A major function of this form of marketing is building brand awareness, as a consumer sees the brand name on a coupon even when it is not redeemed. By combining word of mouth publicity and reach, a coupon promotion can dramatically increase business, both locally and further afield. Coupon marketing is an effective way of both rewarding existing and attracting new customers, who will in turn boot sales. Once a new customer is acquired, opportunities are created to turn them into a repeat customer. Coupons can also attract those who have previously been purchasing from competitors. Often consumers will break routine dining patterns to take advantage of a good coupon offer. Further more, this form of advertising creates additional opportunities for profits through sale of related items. Hence, the chance to sell-up to a more profitable product is also created. Cucina’s coupons will conveniently contain QR codes and conatin a 20% discount. They will be distributed through direct mail, pamphlets, magazine advertisements and will also be available through Cucina’s website for ease of access. To measure results, coupon offers are easy to track by counting the number of people who redeem a particular offer. Financial systems should allow calculation of how much has been spent by each coupon customer, including coupon value and all other purchases.

COUPON 57 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


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Alternate Media Alternative media differs from mainstream media along one or more of the following dimensions: their content, aesthetic, modes of production, modes of distribution, and audience relations. RAD REVOLUTION has chosen to use various forms of this media as it promotes more of a connected approach to understanding the consumer whilst managing the low costs of the campaign. Guerrilla marketing is a new alternative to traditional marketing practices. Guerrilla marketing refers to unconventional marketing intended to get maximum results from a targeted audience. Our plan to utilise and expand Cucina’s social networks and distribute retro flyers, as an example of the cost effectiveness of this modern approach. The only costs involved are for basic materials (ie. home printing) as opposed to the large sums of money, typically required by other forms of advertising. The interactive launch event is a prime example of how this innovative marketing practice can increase the brands memorability and generate buzz. Overall guerrilla marketing increases brand awareness and consumer recall with a prime focus on hitting the streets to bring the brand to the people. This raises interactions between the brand and the consumer, making the business seem more personal and allowing for direct consumer feedback. Adding to guerrilla marketing’s functionality it is also accessible, has ease of use and ability to directly target the desired local demographic

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QR Codes QR codes are a powerful analytical tool that help collect and manage data; QR codes help evaluate the effectiveness of a campaign and other promotional elements. Benefits include promotional efficiency as the scan of the QR code captures all the desired information; they store all information in an online database or through a desired URL. By capturing this information the QR code can be used to gain insight into specific socioeconomic profiling and behaviours of targeted demographics. There are some disadvantages in the use of QR Codes. Users must be equipped with a camera phone and the correct reader software that can scan the image of the QR Code. Currently only Smartphone’s are technically equipped to do this. Many users that have mobile phones that have cameras are unable to get QR reading software for their phones. But with a heavy focus on the Gen Y target audience RAD REVOLUTION doesn’t foresee this as a problem as most have access to a Smartphone scanner and the internet. The secondary target market also has an option to enter in store with the registration form leaving the consumers with choice of how they choose to interact with the brand. This still allows Cucina to monitor the effectiveness of the campaign and gain information for their database. Through the use of the QR codes Cucina will be able to monitor the effectiveness of the direct response campaign and also develop an effective database of customers to further use in future campaigns. Additionally, QR codes are diverse and can be used across various online and print mediums and in turn have been implemented across all mediums of the proposed campaign for Cucina.

ALTERNATE ADVERTISING CONT 63 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


Chalk Advertising Chalk Advertising is an effective media tool for delivering a brand message onto the streets. It’s a low cost, high impact technique and also an effective marketing tool that can reach a wide variety of demographic. It’s a great way for the brand to reach new meaning and create a valuable presence within the Varsity Lakes community. It’s interactive and fun and allows the brand message to further develop a dialogue with the consumer. Messages can be as simple as promoting a lunch special, dinner special or even just creating dialogue starters with the community. It’ll leave people wanting to know more about Cucina and in turn walking into the restaurant. The cost of this form of direct advertising is low; the only cost to Cucina would be time and for the purpose of the rebrand the chalk advertising would be a strong lead up to an interactive event.

ALTERNATE ADVERTISING CONT 65 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


Pamphlet Mailbox Drop An effective brochure communicates value and in a successful marketing piece, everything must work together to support the marketing position and message. An effective brochure needs to exude confidence and convey a sense of quality, honesty and knowledge to your prospective patronage. It needs to be focused heavily on the brand message and include a strong call to action to grab attention. For Cucina we have decided to follow a guerrilla marketing approach, to save on cost and add a hipster retro feel similar to the old school flyers. Targeted at the wider Varsity Lakes residents, encompassing both university students and local residents, these pamphlets will grab attention and raise awareness quickly. The initial pamphlet drop will be for 250 discount vouchers distributed in the Varsity Lakes area, predominantly Bond University, local businesses and residencies. This figure is interchangeable and can be adjusted dependant upon the success of the initial campaign wave in the September period. The Pamphlet design is simple and eye catching. It’s also printable in black and white to further lowering the cost of expenditure. The Pamphlet will allow consumers to come in and receive a 20% discount off their meal purchase. By choosing to do a 20% discount cost, it will enable consumers to feel as though they are gaining real benefit and in turn will come into Cucina more willingly to receive this discount. This discount figure is interchangeable and dependant on the time of year, it can be changed around, additionally this form of advertising can adapt to future campaign drives.

ALTERNATE ADVERTISING CONT

The pamphlet itself will have a QR code present where consumers can either scan on their personal media device or go through to the website to redeem their voucher; or take in the coupon into Cucina where they can still redeem their 20% off meal purchase. Either option allows the consumer to interact with the form of media that is most comfortable to them ensuring that the three target demographics are reached and the brand awareness of Cucina is actively getting their brand message out there on multiple channels. Furthermore, it is allowing the effectiveness of the medium to be tracked and monitored.

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20 OFF %

Exclusive to Cucina Restaurant, Varsity Lakes. To redeem coupon hand coupon in to service representatives on location. One coupon per customer. Valid for one use only. Valid until --/--/-- Subject to Terms and Conditions. See in store for details. Code #0000

* Exclusive to Cucina Restaurant, Varsity Lakes. To redeem coupon hand coupon in to service representatives on location. One coupon per customer. Valid for one use only. Valid until --/--/-- Subject to Terms and Conditions. See in store for details. Code #0000

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Inspired by the amazing race, Race to Cucina would be the pinnacle of the new brand awareness and direct response campaign that RAD REVOLUTION has developed. The event itself is an interactive, engaging activity stemmed from popular culture. Unlike the original there are no monetary rewards but there are discounts and prizes for potential winners. First prize is a three course dinner for two; second prize is 50% off plus a custom made, reusable takeaway coffee cup; and third prize would be 30% off voucher. To promote the event there will be posters scattered across Bond University and the larger Varsity Lakes community. We expect that the majority of competitors will be Bond students but the event could also trickle down into the secondary demographic of families and local business. The posters have been designed in such a way that it focused around the idea of Google maps in the Bond and Varsity lakes areas, whilst taking reference from the amazing race to allow consumers to draw a connection to the event. Players who have enlisted to participate in the race to Cucina will face numerous tests in order to progress from pit stop to pit top, ultimately leading them to the venue whereby the can claim their prize, which corresponds to the position in which they came. The series of pit stop challenges will be inclined to focus around restaurant challenges, which will relate directly back to Cucina Restaurant and the services they provide. These “masterchef� challenges will include a range of five tasks. The first is the taste-test challenge, where the competitors must taste the product infront of them and identify all of the correct ingredients in order to proceed to the next pit stop. This task will aid in identifying and raising awareness of the varying range of ingredients Cucina has to offer, which can be included in any customised meal.

EVENT

The second challenge is the gelati competition whereby participants must eat their way through cups of gelati until they find the hidden fortune cookie, which contains their clue to the next pitstop. The inclusion of a fortune cookie highlights their multicultural inclination alongside the not so traditional range of Italian hybrid foods that Cucina has to offer.

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The third trial concentrates on the players skill level, in terms of food, as they must separate eggs into a bowl and present it to the relevant judge without any egg shells. The fourth trial works in association with the third, requiring the contestant to take their completed egg bowl to the next pit stop to whip into soft peaks. The player must ensure the mix does not separate. The final pitstop is at Cucina Restaurant and takes place when all relevant players have arrived. The task focuses on a pizza eating competition, with the first to finish the pizza winning the grand prize. To enter, contestants will need to register their teams of two through the website using the QR code on the poster or register in store. We do recognise that whilst this is a hefty event idea, it would allow Cucina consumers get engaged with the new brand and reconnect with the restaurant as well as raise awareness and engage new business. The event itself would also be a great opportunity for Cucina to engage other local business to participate and sponsor, whilst also allowing for a community type initiative to develop with the Gold Coast City Council and Bond University. The idea of an interactive event promotes brand loyalty and equity. People will remember Cucina as a brand that cares and engages with their consumers, just as if they we part of the family.

EVENT CONT

Terms and conditions for event Please ensure to read terms and conditions vigilantly before electing to participate in the event. The event coordinator will have assumed that you are aware of all terms and conditions of the event upon entering. You must be over 18 years of age. Each entry must consist of two people who will be competing in the event. Each team member must register via scanning the event QR code or filling out the competition slip at Cucina. All personal details requested must be provided to register. Incorrect entries will be disqualified from the event. All registrations must be complete before the closing date otherwise you will not be entered into the competition. All prizes are nonexchangeable for cash.

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EVENT CREATIVE 75

R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY

SATURDAY 21st SEPTEMBER 2013 10am-1pm

wix.com/cucinarestaurant

SCAN THE CODE

TO ENTER

C U C I N A

Please ensure to read terms and conditions vigilantly before electing to participate in the event. The event coordinator will have assumed that you are aware of all terms and conditions of the event upon entering. You must be over 18 years of age. Each entry must consist of two people who will be competing in the event. Each team member must register via scanning the event QR code or filling out the competition slip at Cucina. All personal details requested must be provided to register. Incorrect entries will be disqualified from the event. All registrations must be complete before the closing date otherwise you will not be entered into the competition. All prizes are non-exchangeable for cash.

To book your team fill out the form in store or scan the QR code on this very poster. Good luck!

Up for a challenge that will tantalize your taste buds? Are you ready for your brain to meet your brawn? Get together in a team of 2 to join the ‘Race to Cucina’. You will solve clues and navigate your way through tasty and fun challenges in this scavenger hunt of epic proportions.

COME AND JOIN IN THIS AMAZING EVENT!

T O


The Cucina ad that will be placed in Bond Scope magazine will be a full-page advertisement, focusing on raising brand awareness and the core message of Cucina. Two ads will run within the magazine, appearing once in the September semester and once more during the January intake of the following semester. The September issue of the Scope magazine will focus on the interactive event promotion, of the ‘Race to Cucina.’ The ad will outline event details, entry requirements and terms and conditions. The January issue of the magazine will be more inclined towards promoting the brand message of Cucina, engaging the attention of new students enrolling into the university and new residence in the community. This will effectively raise awareness of the brand and in turn attract the relevant market to dine at Cucina. Additionally by adding in a voucher for 20% off the new residence of Varsity Lakes can come in a see what Cucina is all about.

ADVERTS 77 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


T O

C U C I N A

COME AND JOIN IN THIS AMAZING EVENT! SATURDAY 21st SEPTEMBER 2013 10am-1pm Up for a challenge that will tantalize your taste buds? Are you ready for your brain to meet your brawn? Get together in a team of 2 to join the ‘Race to Cucina’. You will solve clues and navigate your way through tasty and fun challenges in this scavenger hunt of epic proportions. To book your team fill out the form in store of scan the QR code on this very poster. Good luck! Exclusive to Cucina Restaurant, Varsity Lakes. To redeem coupon hand coupon in to service representatives on location. One coupon per customer. Valid for one use only. Valid until --/--/-- Subject to Terms and Conditions. See in st ore for details. Code #0000

TO ENTER SCAN THE CODE wix.com/cucinarestaurant

Please ensure to read terms and conditions vigilantly before electing to participate in the event. The event coordinator will have assumed that you are aware of all terms and conditions of the event upon entering. You must be over 18 years of age. Each entry must consist of two people who will be competing in the event. Each team member must register via scanning the event QR code or filling out the competition slip at Cucina. All personal details requested must be provided to register. Incorrect entries will be disqualified from the event. All registrations must be complete before the closing date otherwise you will not be entered into the competition. All prizes are non-exchangeable for cash.

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Print marketing is an established way for small businesses to network within their local communities, as it allows for a focused geographical reach. Our plan is to use a combination of tactics including direct mail, pamphlet drops, discount vouchers and magazine advertisements. Direct mail adds to the functionality of print marketing, as it is tangible, and generally delivered straight into the hands of potential consumers, who are almost guaranteed to read the message. Other print media, such as magazines and coupons, also get passed on in households and among friends, therefore extending reach. Advertisements for Cucina will be displayed in Bond Scope (student magazine) during O-week when the University will be experiencing new intakes of students, thus stimulating brand awareness and reaching the target audience. By building a comprehensive marketing campaign that combines new technology with print marketing, awareness is raised and potential customers who may prefer more established forms of marketing are reached.

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Media Schedule for Cucina Month

September 13

Sep 2013 - Feb 2014 October 13

November 2013

December 2014

November

December

January 2014

February 2014

Facebook Promos Twitter Promos Bond Scope Direct Mail Discount Coupons Rewards Cards Launch Promo Key

September

October

January

February

MEDIA SCHEDULE 83 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


PROPOSED METHOD

PRICE

Discount Coupons 250 (Varsity Print)

$80.00

Rewards Card – double sided 250 (Varsity Print)

$115.00

Pamphlet - A4 folded DL size Self Printed

N/A

Bond Scope Magazine - A4 ad $200 per week over 2 weeks

$200.00

Wix Website - upgraded $8.25 per month on a 12 month plan

FREE

Interactive Launch (race to Cucina)

$100.00

DM Campaign total:

$495.00

ADDITIONAL METHOD

PRICE

Facebook Advertising (CPC) Per Week

$200.00

Pamphlet (A4 folded DL size) 250 (Varsity Print)

$173.00

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Additional creative concepts have been constructed if Cucina chooses to implement RAD REVOLUTION’S direct response creative campaign. Frequent in-house functions are an opportunity for Cucina to promote the brand and demonstrate its capabilities to the public. Various functions Cucina could implement include a university night and teaming up with local artists to showcase their artworks while tapas and drinks are served. Additionally, Cucina could feature in entertainment books, which would lead to capturing a demographic that the restaurant does not already target. A further emphasis on generating a database is vital to ensure Cucina is targeting past, present and future customers through various forms of media such as investing in more print media avenues and social media initiatives. If Cucina has the capability to increase their budget, they could consider featuring in radio ads or sponsoring radio stations. Radio as a creative medium will ensure that consumers become aware of the brand and will then research the restaurant due to hearing positive reviews of the brand from a trusted source. RAD REVOLUTION is confident that the creative campaign that has been constructed will achieve brand awareness and the suggested recommendations will further this notion.

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Given our in-depth analysis of the brand and target demographic, we believe our creative approach outlines clear opportunities for Cucina to develop a bold presence in the Varsity Lakes community. The details of the direct response campaign outline new and fresh ways to develop an active dialogue, which not only engages but boost traffic into the restaurant. Our proposed ideas step away from the norm and traditional marketing practices, evolving from the pre-existing and established image and perceptions of Cucina and moving towards the new brand message and style into a more focused idea around going to Cucina to wind-down. Capitalising on introducing the new brand message Cucina will be able to build a business that can stand the test of time. We strongly recommend that Cucina take these recommended steps when considering their business moving forward. It will allow the brand to connect to the desired demographic and create a much needed dialogue around how Cucina is focused on “Fabulous. Fresh. Food.� and creating a warm and comforting place for people to come in and eat. Furthermore the benefits of developing consumer relationships with the Bond community, the wider Varsity Lakes residents and businesses is a great advantage to creating longevity and customer loyalty.

EVALUATION 89 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


Cialdini’s Six Principles of Influence. (2013). Retrieved July 10, 2013, from http://www. mindtools.com/pages/article/six-principles-influence.htm Levison, J. (1984). ‘Guerrilla Marketing’. New York, NY: Houghton Mifflin Peck, J. Kidd, E. (2013) Cucina. Lecture Notes

Psychological Properties Of Colour. Retrieved July 16, 2013, from http://www.colouraffects.co.uk/psychological-properties-of-colours Ting, S. (2013). Direct Response Advertising. Lecture Notes.

REFERENCES 91 R A J B A IN S | GEORGIA SIM ON S | DA ISY HUGHES | A M Y M CGIN TY


RAD REVOLUTION