Creative Briefbronia Cafe Resturant

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We are going to promote our “big idea” as " Come, Taste & Experience the Quality." By this big idea we want the consumers to remember the place as a place where they would not hesitate to come back again, as this place is not only about food, it’s about experiencing quality.

Creative Strategy Statement:

Campaign Theme:

Tagline: Our new tagline for the company would be " Quality is our ultimate identity". We have chosen this tagline as we are focusing on the quality and taste of foods. We are considering not only the quality of foods but also the quality of environment and services. So to attract our target audience our concern is to assure that Bronia cafe and gallery do not selling food, it is selling quality.

Logo: First we thought of changing the logo but after talking to the manager and having a detailed analysis we do not think any change in logo would be necessary.

Appeal: As we are now focusing on the food quality that's why we want to work with rational appeal. Basically rational appeal emphasizes on features of products or services. As we are providing very specific benefit which is quality to satisfy our customer, we choose rational appeal.

Execution Techniques:

Some of the IMC tools to we may execute for our campaign are given below-

Free sample: We are going to provide a taste of our food and our quality to the potential customers for free. We will use some vans with posters of “Bronia cafe & gallery” logo and its location in Dhaka. Those vans will go infront of schools, colleges, universities and offices in different parts of the city and will provide the free samples to them.

Membership card: We will issue special membership cards for customers for a specific period of time. People registering with those cards will get special price offers and will get benefits like free movie days , discounts on food or discounts on reservation of the restaurant on different occasion etc in that specific time period.

Discount coupon: We will randomly distribute discount coupons in front of schools, colleges, universities and offices to attract the customer.

Paper insider: We will supply the leaflet of “Bronia cafe & gallery” inside different newspaper in the city. So the people buying newspaper will get the leaflet and know about “Bronia cafe & gallery” in detail.

Social Networking Sites: Now a days most people are addicted to social networking sites. We will improve our online communication with our customers through SNS like facebook, twitter. We will also develop a strategy to build peoples awareness using facebook. Like if someone goes to “Bronia cafe & gallery” and gives “check in” on “FACEBOOK” and show it to the reception he/ she will get a 2% discount on the total cost.

Complementary Goods: We will give complementary goods to the customers. Like we will give free beverages or deserts to increase the promotion, giving free movie tickets to customers who will exceed a certain amount of spending in “Bronia cafe & gallery”.

Special events: We will arrange special events on different occasions; like Christmas parties , new year parties, comic-on fest, costume parties etc and keep ourselves updated with the current trend.

As an Agency our prime job is to satisfy our client by solving their problems and we are working on it. We hope via this creative brief we are able to show how we intend to solve our clients’ problems.

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