PR & Advertising Campaign Proposals For Wienerwald Agency: Motivation PR & Consulting Group Date: 24 October, 2011
Primary data • Franchise from Wienerwald • Ready designs and concepts for different advertising materials • Need to propose means and ways of brand promotion
Description of the target audience The increasing number of new establishments such as fast food franchises, fancy restaurants and gourmet bakeries around Almaty has shown a significant growth in this sector. Annual food spending is around $ 2,5 billions of total consumer expenditures in Almaty, and consumer spending on leisure and recreation made up of 13% of total consumer spending. A much broader appeal exists for weekend slots because those are the days when most of our core target audience enjoys the mall going activities. • Age - Youngsters, single, currently enrolled in college and high school. • Family unit - We will also appeal to families (young families) with children. • Gender - We will target both sexes, with a slight skew for females due to their increasing attention to dietary concerns. • Nationality, race – No discrimination • Income - We will appeal to the medium income individuals and to all in the lower medium income bracket. According to the latest researches the average profile of the audients we will appeal as follows: • • • • • • • • •
Want variety and flavor in its food, preferably something fried Look for speed of service Want an entertaining and fun experience Insist upon a clean, friendly, and attractive environment Adopt a global lifestyle Computer literate Enjoy eating out Have an active lifestyle Come from various ethnic backgrounds
MAIN TARGET AUDIENCE GROUPS WE WILL APPEAL:
1. Adults: 18 to 35, including students of Universities, White-collar workers 2. Families with children from 4 to 12 years
GOALS OF THE CAMPAIGN
1
2 3
• Build brand awareness/recognition
• Get permanent clients • Present to the audience additional services such as home-delivery, organisation of special events, celebrations
MAIN MESSAGES WE PROPOSE TO USE ACROSS THE CAMPAIGN
1. Healthy and safely for your body 2. Fast, but not fast food 3. European standards 4. Tasty
PROPOSED TECHNIQUES AND METHODS OF ADVERTISING
1. Outdoor advertising 2. Internet 3. Promotional actions 4. Media placements (TV, Radio, Newspapers, Magazines) 5. Corporate souvenirs 6. Loyalty programs “ we should make people to be talking about us at work, on the Tube, in the bars; our advertising has to encourage debates and discussion”.
BUDGET: Activities
Expenses
%
Outdoor advertising
= $14 823
16
= $ 5 000
5
= $ 10 890
12
= $ 4 081
4
= $ 28 571
31
= $ 20 000
22
= $ 9 167
10
= $ 92 532
100
(decoration of bus station around the city with posters, separate light boxes)
Flyers, leaflets (min 3 types, A5, 2000 copies each)
Internet campaign (Social networks pages maintenance and blogging, banners in popular web-pages)
Promo-actions (Hiring promoters, costumes, monitoring) Media placement (ads in printing media, radio ads, advertising in widescreens in the centre of city)
Production of corporate souvenirs (magnets, toys, min 2000 pieces, production in China)
Agency fee (Including Miscellaneous and Incidentals)
Grand Total
Q&A Thank you! Your’ Motivation
Address: 225/1, 89 Dosmukhamedov st., Almaty Tel. +7 (727) 2922798 Mobile. +7 701 365 54 70 E-mail: nnm_04@mail.ru, prmotivation@gmail.com
WWW.MOTIVATIONPR.COM